Shortform Creative Lead

About the Company

Martell Group builds people, brands, and ventures designed to deliver real-world impact. The organization spans four companies that bring together audience building, operators, and execution to launch scalable products and support ambitious leaders across media, B2B SaaS, and AI.

The group was founded by entrepreneur and investor Dan Martell, whose investments include Udemy, Intercom, and Unbounce. The culture emphasizes leadership, growth, and simplicity, and the company is looking for people who naturally align with those values.

Applicants are considered for opportunities across all open roles within the group’s companies, not only the position applied for.

Role Overview

This in-office role is for a creative operator who can lead and scale short-form video content across TikTok, Instagram Reels, YouTube Shorts, LinkedIn, and other emerging channels. The work sits at the crossroads of strategy, creative direction, storytelling, and audience growth.

The person in this position will be expected to spot trends, shape content ideas, guide shoots, manage editing output, and keep performance tied to engagement, reach, and business outcomes. A strong grasp of social algorithms, viral mechanics, and audience psychology is essential.

Over time, this person will become the main creative partner responsible for coaching and directing Dan on camera. A proven history of building a personal audience or brand is a strong advantage, but it is not mandatory.

Compensation

The base pay for this role is CAD 75,000 to CAD 85,000 annually, with additional performance-based incentives.

Responsibilities

• Plan and run a high-output short-form content engine across several social platforms.
• Study trends, audience behavior, platform changes, and viral formats to inform content decisions.
• Pitch and develop new ideas that align with business objectives, brand voice, and audience interests.
• Create content calendars and campaign concepts aimed at improving reach and engagement.
• Own creative planning and direction for short-form video production.
• Guide on-camera talent and gradually take responsibility for directing Dan during shoots.
• Build strong hooks, narrative structures, and storytelling approaches that keep viewers watching.
• Experiment continually with new formats, angles, and creative styles.
• Record, edit, and refine short-form videos for platform-specific performance.
• Partner with editors or handle editing directly when needed.
• Maintain high standards for pacing, visual quality, storytelling, and retention.
• Keep production workflows organized and efficient for consistent publishing.
• Review performance metrics and audience insights to guide improvements.
• Adjust content based on watch time, retention, engagement, and conversion data.
• Track algorithm shifts and adapt strategy accordingly.
• Support audience growth, brand awareness, lead generation, and revenue-focused initiatives.
• Coordinate with marketing, content, and leadership teams so content supports broader business goals.
• Collaborate on launches, promotions, and brand-building campaigns.
• Document creative processes, content frameworks, and best practices for the team.

Requirements

• At least 3 years of experience creating, producing, or leading short-form content work.
• Strong working knowledge of TikTok, Instagram Reels, YouTube Shorts, and current short-form content trends.
• Proven ability in video editing, storytelling, and performance optimization.
• Solid understanding of social algorithms, retention drivers, and growth tactics.
• Experience taking content from concept development through to final release.
• Clear communication ability and creative leadership skills.
• Comfort working in a fast-moving, high-volume content environment.
• Previous success growing social accounts or audience reach is preferred.
• A personal social presence or audience, especially around 5,000+ followers, is considered an asset.
• Experience directing founders, executives, influencers, or other on-camera talent is preferred.
• Familiarity with analytics and performance reporting tools is an advantage.
• Background in creator-led, media, education, coaching, or personal brand businesses is preferred.

Location and Work Setup

This position is based in Lake Country, British Columbia, Canada, and is strictly in-office.

Additional Information

Martell Group emphasizes leadership, growth, and simplicity as core values. Candidates applying here may be matched against multiple open opportunities across the broader company group.

Important Note

The source included a section labeled as a candid perspective from the CEO about reasons someone may not want the job. No further details were provided in the source text.