Shortform Creative Lead

Role overview

Martell Group is seeking a highly imaginative, execution-driven Shortform Creative Lead to take charge of short-form video strategy across platforms such as TikTok, Instagram Reels, YouTube Shorts, LinkedIn, and newer social channels. The position is based in-office in West Kelowna, British Columbia, Canada.

About Martell Group

Martell Group is focused on building people, brands, and ventures that generate real impact. Through its four businesses, the organization blends audience building, operations, and execution to launch scalable products and support ambitious leaders working in Media, B2B SaaS, and AI.

The company was founded by entrepreneur and investor Dan Martell, whose portfolio includes investments in Udemy, Intercom, and Unbounce. Martell Group emphasizes leadership, growth, and simplicity, and looks for people who share those values.

Applicants are reviewed for opportunities across all open roles within the group’s companies, not only the specific position they select.

Compensation

The base pay for this role is between CAD 75,000 and CAD 85,000 per year, with additional performance-based incentives.

What the role involves

This role sits at the overlap of content strategy, creative leadership, storytelling, and audience growth. You will be responsible for spotting trends, shaping concepts, guiding shoots, managing editing output, and making sure content performs strongly in terms of engagement, reach, and business impact.

The ideal candidate understands how social platforms work, what drives viral content, and how to turn ideas into short videos that perform. Over time, this person is expected to become the main creative partner coaching and directing Dan on camera.

Candidates who have built a personal brand or grown their own audience are considered especially valuable, although this is not mandatory.

Content strategy and ideation

You will create and roll out a high-output short-form content plan across multiple platforms. This includes tracking trends, audience behavior, platform changes, and formats that gain traction, then turning those insights into concepts that align with business goals and audience interests. You will also build content calendars and campaign ideas aimed at maximizing reach and engagement.

Creative direction

You will lead the planning and execution of short-form video production, guide on-camera talent, and eventually take responsibility for directing Dan during shoots. You will also develop strong hooks, narrative structures, and content formats that keep viewers watching, while continually testing new angles and creative approaches.

Video production and editing

You will shoot, edit, and optimize short-form videos so they perform well on each platform. You may work with editors or handle editing yourself when needed. The role also requires maintaining high standards for pacing, storytelling, visual quality, and audience retention, while keeping production organized and efficient.

Audience growth and performance

You will review performance data and audience insights to improve content results. That means using watch time, retention, engagement, and conversion metrics to refine strategy, staying current with algorithm changes, and adjusting the approach as needed. Your work will contribute directly to audience growth, brand visibility, lead generation, and revenue-focused initiatives.

Team collaboration

You will collaborate closely with marketing, content, and leadership teams to ensure short-form content supports wider business objectives. This includes supporting campaign launches, product promotion, and brand-building efforts, as well as helping document workflows, creative systems, and best practices.

Required experience and qualifications

The company is looking for someone with at least 3 years of experience producing, creating, or leading short-form content. Strong working knowledge of TikTok, Instagram Reels, YouTube Shorts, and current short-form trends is essential, along with proven ability in video editing, storytelling, and content optimization.

You should also understand social platform algorithms, audience retention, and growth tactics, and be able to take a concept from initial idea through to final publication. Clear communication, creative leadership, and the ability to perform in a fast-moving, high-volume content environment are also important.

Preferred background includes managing or growing social accounts with measurable results, having a personal following or online presence of 5,000+ followers, directing founders, executives, influencers, or other on-camera talent, using analytics and reporting tools, and experience in creator-led, media, education, coaching, or personal-brand businesses.

Why this role stands out

The company values world-class talent and impact alignment, and this position offers the opportunity to shape short-form content for a founder-led media and venture ecosystem. The role combines strategic ownership with hands-on creative execution and visibility across multiple brands.

Why you might not want this job

The organization is candid about the pace and expectations of the environment. This role is suited to people who thrive in a demanding, high-output setting and are comfortable taking ownership of creative results.

Compensation structure

Base salary: CAD 75,000 to CAD 85,000 annually. Performance incentives are also included.

Location

This is an in-office position in West Kelowna, British Columbia, Canada.