Responsibilities

• Serve as an on-camera personality and recognizable social presence for LutherAuto.com
• Develop original concepts for short-form videos, recurring series, challenges, interviews, reactions, and automotive entertainment
• Create content designed around how social platforms distribute and recommend videos
• Film at Luther dealerships, community events, local destinations, and other relevant locations
• Turn vehicles, dealership employees, customers, automotive trends, and everyday situations into entertaining content
• Incorporate LutherAuto.com naturally and consistently without making every video feel like an advertisement
• Write, film, edit, caption, and publish content across major social platforms
• Test different formats, hooks, topics, posting schedules, and creative approaches
• Respond quickly to relevant trends while maintaining Luther Automotive’s brand standards
• Review performance data and use it to improve future content

Requirements

• Is naturally engaging, likable, quick-thinking, and comfortable on camera
• Understands what makes people stop scrolling and continue watching
• Has strong instincts for humor, storytelling, timing, and internet culture
• Can make automotive content interesting even to people who are not currently shopping for a vehicle
• Understands the difference between content made for social media and traditional advertising placed on social media
• Is comfortable experimenting, learning from unsuccessful ideas, and producing consistently
• Can balance creativity and personality with the standards of a large, established organization
• Is self-directed, dependable, and able to take an idea from concept through publication
• Understands that authenticity and entertainment often outperform highly polished corporate content
• Automotive experience is helpful, but not required. Strong creative instincts, an engaging personality, and demonstrated social media ability are more important.

Preferred

• Experience creating short-form content for TikTok, Instagram Reels, YouTube Shorts, or Facebook
• A portfolio or personal account demonstrating strong content instincts
• Basic video production and mobile editing experience
• Familiarity with social analytics and performance metrics
• Experience interviewing people or creating unscripted content
• Knowledge of the automotive industry, Minnesota culture, or local communities