Digital Content & Social Media Strategist [CCP for Digital Advertising and Marketing Professionals]

Role Purpose

The Digital Content & Social Media Strategist is responsible for turning consumer, competitor and platform insights into commercially effective social-media content and advertising creative. The role spans the full creative marketing workflow: research → insight → strategy → concept → hook/script → production/directing → execution - performance analysis → iteration.

Key Responsibilities

• Research social-media trends, competitor advertising, winning creative formats and consumer behaviour across TikTok, Meta and relevant research platforms.
• Identify consumer pain points, desires, objections and opportunities, and translate these into content pillars and advertising angles.
• Develop short-form video concepts, hooks, scripts, storylines, campaign themes and creative variations for TikTok, Instagram and Facebook.
• Build and maintain content pillars and creative testing frameworks for both organic and paid-social content.
• Plan and direct short-form video shoots, including briefing videographers/editors, shot planning, product integration and on-set creative direction.
• Participate as on-camera talent where appropriate to execute approved concepts.
• Work with the in-house content production team to turn concepts into publishable and ad-ready creative assets.
• Develop UGC, demonstration, education, comparison, testimonial, problem/solution, comedy and other suitable creative formats.
• Analyse organic and paid-content performance, identify patterns in winning/losing creatives, and recommend iterations and new tests.
• Use AI-enabled tools responsibly for research, pattern analysis, ideation, hook and script development, creative variations and workflow improvement.
• Present creative recommendations, defend the consumer/marketing rationale behind ideas, respond to feedback and rapidly develop alternative executions.

Core Competencies to Be Developed

• Digital advertising and social-media marketing strategy
• Consumer and competitor research
• Content-pillar and campaign strategy
• Creative ideation, copywriting, hooks and scripting
• Short-form video direction and production planning
• Paid-social creative development and testing
• Content analytics, performance interpretation and optimisation
• AI-assisted digital marketing and creative workflows
• Cross-functional collaboration, presentation and creative decision-making

Expected Performance Outcomes

• Independently produce research-backed content strategies and campaign concepts.
• Generate a consistent pipeline of differentiated, commercially relevant short-form content ideas.
• Take selected concepts from research and insight through script, production and finished execution.
• Use performance data and audience response to improve subsequent creative output.
• By the end of the OJT period, independently own a social-content campaign from research through post-campaign analysis.