Responsibilities

• Take client and media briefs and independently shape clear strategic responses.
• Understand the brand challenge, audience, platform opportunity, commercial context and what the work needs to achieve.
• Identify useful insights from audience behaviour, social trends, creator culture, YouTube habits, category conventions, platform behaviour, brand tensions and cultural moments.
• Turn messy starting points into a clear strategic point of view: what we think, why it matters, what the opportunity is, and how the idea answers the brief.
• Develop social-first campaign ideas across creator partnerships, branded content, YouTube formats, TikTok/Instagram ideas, short-form edits, content series and paid-social assets.
• Build out the hook, mechanic, role of the brand, role of the creator, content outputs and why the audience would care.
• Work with the Creative Lead to sharpen creative while confidently generating ideas and bringing strong starting points to the table.
• Balance brand messaging with creative credibility so ideas feel natural, relevant and not overly branded.
• Recommend which creators, influencers or YouTubers are right for a campaign, and explain why.
• Assess audience fit, content style, credibility, tone of voice, platform relevance, brand safety, community, format and the role each creator plays in the bigger idea.