Social Media Specialist with Copywriting Skills

We are LulaBet, a fast-growing, dynamic online sportsbook and casino brand based in Cape Town. Our mission is to deliver a world-class betting experience with professional service and top-tier technology. We're building a high-performance team that thrives in a fast-paced environment and embraces challenges with ambition and creativity.

As a Social Media Specialist, you will be responsible for the creation, planning, and execution of social media content across all major platforms. You will play a key role in shaping our brand voice, growing our audience, and driving engagement through creative storytelling and copywriting. You'll bring social media strategy to life through compelling visuals and written content, engaging with our audience, and supporting acquisition and retention efforts.

Key Responsibilities

Content Creation & Campaign Development

• Develop and execute creative, compelling, and platform-tailored social media content (ie Facebook, Instagram, Twitter/X, TikTok, YouTube, Threads, Snapchat, Pinterest).
• Conceptualise and produce/brief multimedia content including graphics, animations, short videos, and stories.
• Write punchy, on-brand copy for social posts, blogs, newsletters, landing pages, banners, and push notifications.
• Work with internal teams and external agencies to maintain a consistent visual identity across all touchpoints.
• Compile competitor analysis and identify trends to stay ahead of the competition.
• Develop and run relevant and high impact competitions

Community Engagement

• Manage day-to-day posting, community engagement, and moderation across all platforms (in conjunction with customer support).
• Respond promptly to comments, questions, and DMs; escalate relevant queries to Customer Support.
• Build and maintain relationships with relevant influencers and local sports communities.

Strategic Planning & Analytics

• Create and manage monthly content calendars aligned with promotions, product launches, and seasonal events.
• Collaborate with designers, paid media teams, and brand managers to integrate social media efforts into larger marketing campaigns.
• Conduct competitor analysis and stay on top of social and sports betting trends.
• Deliver performance reports with actionable insights and recommendations for improvement.

Brand Alignment

• Ensure all content aligns with LulaBet's tone of voice, brand identity, and compliance policies.
• Take initiative in testing new content formats and emerging platforms to improve reach and engagement.
• Capture live content at events or initiate ad-hoc content shoots as required.

Education

• Grade 12 (Matric) required
• Bachelor's degree in Marketing, Communications, Journalism, or related field (preferred)

Experience

• 2–4 years' experience in a dedicated social media or digital marketing role
• Strong copywriting portfolio with demonstrated experience in digital content creation
• Previous experience in the iGaming, sports betting, or entertainment industry is a strong plus

Technical Skills

• Proficiency in Canva, Adobe Creative Suite (Photoshop, Illustrator, Premiere Pro), or similar tools is an advantage
• Familiarity with Meta Business Suite, Google Analytics, TikTok Ads Manager, and other scheduling/reporting tools
• Knowledge of paid social media formats and campaign planning

Core Competencies

• Strong storytelling and copywriting abilities
• Excellent time management and project coordination skills
• Eye for design, detail, and platform-specific aesthetics
• Deep understanding of social media trends, particularly in sports and gaming
• Strong interpersonal and communication skills
• Adaptable, proactive, and able to work in a high-performance culture

Key Performance Indicators (KPIs)

Engagement & Growth

• Increase in followers across key platforms (monthly/quarterly)
• Engagement rate (likes, comments, shares per post)
• Monthly average reach/impressions
• Video views and completion rates

Content Delivery

• Number of posts published per platform per week
• Timeliness of campaign and event content
• Quality of content (measured via internal reviews and brand alignment)

Community Management

• Response time to customer comments/messages
• % of queries resolved or escalated appropriately
• Sentiment analysis (positive vs. negative interactions)

Campaign Performance

• Performance of organic and paid campaigns (CTR, CPC, CPA)
• Conversions or sign-ups generated from social (via tracked URLs)

Innovation & Initiative

• Proposals and execution of new content ideas or formats
• Successful influencer/partnership initiatives

Reporting & Analysis

• Accuracy and timeliness of performance reports
• Insights presented and actioned in monthly/quarterly reviews

What Success Looks Like

• You consistently deliver high-quality, engaging content on schedule.
• You contribute to increased brand awareness and community growth.
• You collaborate well across teams and proactively improve the brand's presence.

Why Join Us?  

• Competitive Packages: We offer a comprehensive benefits package, competitive salary, and opportunities for career advancement within a fast-growing industry.  
• Collaborative Work Environment: You'll join a diverse team of professionals who are passionate about innovation and customer engagement.  
• Career Growth: Develop your skills in I-gaming marketing, gain technical expertise, and be part of an exciting, rapidly evolving industry.  
• Challenging and Rewarding Work: Every day brings new challenges and opportunities to make a meaningful impact in a forward-thinking company.  

If you're ready to build something great and make a difference in a company that values innovation, apply today and join us in redefining the gaming experience 

This is an in-office role in Cape Town.