Shortform Creative Lead

Location: In-Office
Compensation: $75,000 - $85,000 CAD Base Salary + Performance Incentives

About Martell Group

The Martell Group exists to build people, brands, and ventures that create meaningful impact. Across our four companies, we combine audience, operators, and execution to launch scalable products and empower ambitious leaders in Media, B2B SaaS, and AI.

Founded by serial entrepreneur and investor Dan Martell (investor in Udemy, Intercom, and Unbounce), we’re building a company that values leadership, growth, and simplicity, and we’re looking for people who live those values too.

Our goal is to attract world-class talent and align people where their impact is greatest. When you apply to Martell Group, you’ll automatically be considered for all open roles across our companies, not just the one you applied for.

Why you shouldn't work here – Radical Transparency from our CEO

About the Role

We are looking for a highly creative and execution-focused Shortform Creative Lead to own and scale our short-form content strategy across platforms such as TikTok, Instagram Reels, YouTube Shorts, LinkedIn, and emerging social channels.

This role sits at the intersection of content strategy, creative direction, storytelling, and audience growth. You will be responsible for identifying trends, developing content concepts, directing shoots, overseeing editing, and ensuring our content consistently drives engagement, reach, and business results.

The ideal candidate understands platform algorithms, social media psychology, viral content mechanics, and how to transform ideas into high-performing short-form videos. Over time, this person will become the primary creative partner responsible for directing and coaching our founder, Dan, on camera.

Candidates who have successfully built their own social media audience or personal brand are highly valued, though this is not a requirement.

Responsibilities

Content Strategy & Ideation

• Develop and execute a high-volume short-form content strategy across multiple social platforms.

• Research trends, audience behavior, platform updates, and viral content formats.

• Generate fresh content ideas aligned with company goals, brand positioning, and audience interests.

• Build content calendars and campaign concepts designed to maximize reach and engagement.

Creative Direction

• Lead creative planning and execution for short-form video production.

• Direct on-camera talent and eventually take ownership of directing Dan during content shoots.

• Create compelling hooks, storytelling frameworks, and content structures that retain viewer attention.

• Continuously test new formats, messaging angles, and creative concepts.

Video Production & Editing

• Shoot, edit, and optimize short-form content for platform-specific performance.

• Collaborate with editors or personally edit content when required.

• Ensure videos meet high standards for pacing, storytelling, visual quality, and audience retention.

• Maintain consistent publishing workflows and production efficiency.

Audience Growth & Performance

• Analyze content performance metrics and audience insights.

• Optimize content based on watch time, retention, engagement, and conversion data.

• Stay ahead of platform algorithm changes and adapt strategies accordingly.

• Contribute directly to audience growth, brand awareness, lead generation, and revenue-driving initiatives.

Team Collaboration

• Work closely with marketing, content, and leadership teams to align content with broader business objectives.

• Collaborate on campaign launches, product promotions, and brand-building initiatives.

• Help establish and document creative processes, content frameworks, and best practices.

Qualifications

Required

• 3+ years of experience creating, producing, or leading short-form content initiatives.

• Strong understanding of TikTok, Instagram Reels, YouTube Shorts, and current short-form content trends.

• Demonstrated expertise in video editing, storytelling, and content optimization.

• Deep understanding of social media algorithms, audience retention, and growth strategies.

• Experience developing content concepts from idea through final publication.

• Strong communication and creative leadership skills.

• Ability to thrive in a fast-paced, high-output content environment.

Preferred

• Experience managing or growing social media accounts with measurable audience growth.

• Personal social media presence or audience (5,000+ followers is considered a strong asset).

• Experience directing founders, executives, influencers, or on-camera talent.

• Familiarity with analytics tools and performance reporting.

• Experience working in creator-led, media, education, coaching, or personal brand businesses.