Social Media Strategist (Founder Content)

Type: Full-time | Permanent

Location: Toronto, ON (In-Person)

Salary: $90,000 to $140,000 CAD annually

Reports to: CEO

COMPANY OVERVIEW

50,000 athletes. 30+ cities. Millions of views.

Brodie Rec. League runs adult basketball leagues in more than 30 cities across Canada and the US. Players get refs, jerseys, stats, highlights and standings, the way the pros do, and many come back season after season with the same team. Our mission is to make every league night the best night of the week for our athletes.

Our CEO documents building Brodie on YouTube and across short-form. That channel has become one of the main ways new players, captains, venues, partners and future hires find us, and we run it as a growth channel with a team and a weekly schedule behind it.

ROLE OVERVIEW

We're hiring a Social Media Strategist (Founder Content) to own our founder's YouTube channel and run the team that makes it.

The people who make the content are already here. A long-form editor runs our weekly run of show and cuts the vlogs, and a clipping team turns every video into TikToks, Reels and Shorts. Our CEO is on camera. What's missing is the person who decides what we make, packages it so people click, reads the numbers, and holds the whole system to a weekly standard.

You're a YouTube strategist first and a team lead second. You'll own the channel's growth and run the people who make it, reporting directly to our CEO. The right person has grown a channel before, thinks in titles and thumbnails before edits, and judges a video by the players and captains it brings in.

WHAT YOU'LL OWN

1. YouTube Strategy & Packaging (Primary Focus)

The decisions that happen before the camera comes out, and before anyone clicks.

Responsibilities

Define what the channel is about, who it's for, and its recurring formats and series

Write and own the Brodie story document with the CEO: the origin, the eras, the hard moments and the mission every video builds toward. Every editor, clipper and videographer reads it before they touch footage

Keep a rolling six-week slate of videos, planned with the CEO in a weekly war room

Write or approve every title, brief every thumbnail, and run title and thumbnail tests in YouTube Studio

Own the first 60 seconds of every video: open cold on the payoff, set the stakes, make the promise, cut the recaps

Chapters, end screens, pinned comments and descriptions on every upload

Current state: one long-form vlog every two weeks, moving to weekly. The biggest gains left are in packaging and the first five minutes of each video, and that's where you start.

2. Retention & Analytics

Responsibilities

Read YouTube Studio every week: click-through rate, average view duration, 30-second and 1-minute hold, traffic sources, new versus returning viewers

Review every long-form cut with the editor against a retention checklist before it ships

Turn each video's numbers into one clear decision for the next one

Keep a weekly scorecard the whole team can see

3. Short-Form System

Responsibilities

Brief the clipping team on every video: which moments to cut, the hook, the captions and the platform

Set the clip standard (hook in the first second, captions, sound, a clear call to action) and hold it

Feed what wins in short-form back into long-form topics, and the other way round

Own the short-form calendar across TikTok, Instagram Reels and YouTube Shorts on the founder's accounts

4. Distribution & Funnel

Responsibilities

Make sure every video points to a Brodie action: join a league, captain a team, bring a friend

Use timestamped links from Instagram, pinned comments and end screens to send viewers to the right moment and the right page

Work with Growth to track which videos turn into sign-ups and captain leads

Find collaborations and guests that bring new audiences to the channel

5. Cadence & Team

Responsibilities

Own the weekly production calendar with the editor and the clippers: war room, film days, edit review, ship

Hold a 100% ship rate, so nothing misses its slot

Give editors and clippers clear, specific notes

Plan and direct filming: brief a videographer, or run the camera yourself, and film the CEO's real week as it happens, with no extra filming blocks in the calendar

Run the edit without the CEO in the room, so the CEO's hours go to being on camera

HOW WE EXPECT YOU TO WORK

AI-Native Content

We want someone who uses AI to move two to three times faster than a traditional content lead. This means:

Transcription and search: every hour of footage transcribed and searchable, so the best moments are found in minutes

AI clip-finding: shortlisting moments for the clipping team before a human watches the full cut

AI for packaging and research: title and hook variations, topic research and first-draft outlines

Automation mindset: templates, briefs and checklists so the system runs without you in every step

Speed & Iteration

We ship every week, and every video goes out on its day

You're comfortable making calls with 80% of the information and learning from the data

Communication & Collaboration

You explain your decisions with the numbers behind them

You flag blockers and slipping dates early

You're comfortable working with a founder: direct feedback, both ways

REQUIREMENTS

Must Have

3+ years in YouTube strategy, content strategy or channel management, with a channel (yours or someone else's) you grew and the analytics to prove it

Fluency in YouTube Studio: click-through rate, average view duration, retention curves, traffic sources, title and thumbnail testing

A strong eye for titles, thumbnails and hooks, with a portfolio of packaging you wrote or directed

Experience working with a founder, creator or on-camera personality

Experience directing editors or a production team to a weekly schedule

Working knowledge of TikTok, Reels and Shorts, and how short-form feeds long-form

Clear written and verbal communication

Strongly Preferred

Founder-led content at a startup, ideally a consumer brand

A background in sports media, basketball culture or the creator economy

You can shoot and edit (Premiere Pro, Final Cut, CapCut) well enough to run a film day on your own

Thumbnail design skills (Photoshop, Figma) or experience briefing a designer

Experience tying content to sign-ups or revenue

SUCCESS METRICS

You will be measured on:

Ship rate: every planned long-form video and clip goes out on its day

Packaging: click-through rate on new uploads above the channel's baseline

Retention: 30-second and 1-minute hold and average view duration rising video over video

Growth: subscribers and returning viewers, month over month

Business impact: sign-ups and captain leads traced back to videos

Cadence: the channel moves from one long-form video every two weeks to one a week within your first 90 days

COMPENSATION DISCLOSURE

The expected annual compensation range for this role is between $90,000 and $140,000 CAD (USA: $80,000 and $130,000 USD). Compensation is based on skills, experience, qualifications, internal equity, and business needs. Compensation also includes a bonus and uncapped commission structure. The compensation range may be adjusted in the future.

WHY JOIN BRODIE LEAGUE

Canada

Join a fast-growing, entrepreneurial team where your impact is visible from day one

Opportunity to shape and scale programs that impact thousands of athletes

Comprehensive health and wellness plan

Access to a yearly Brodie takeover of the Toronto Raptors court

Significant growth and mentorship opportunities

Professional development budget

Paid Time Off (3 weeks + Holiday Shutdown)

Paid Sick Leave

Opportunity to work for an organization at the intersection of sports, fashion, & tech

ARTIFICIAL INTELLIGENCE DISCLOSURE

Artificial intelligence may be used in the recruitment and selection process, including to sc