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.