Shortform Creative Lead

About Martell Group

Martell Group is focused on building people, brands, and ventures that make a real difference. Through four businesses, the team brings together audience-building, operations, and execution to create scalable products and support ambitious leaders working in media, B2B SaaS, and AI.

The group was founded by entrepreneur and investor Dan Martell, whose investments include Udemy, Intercom, and Unbounce. The company places a strong emphasis on leadership, growth, and simplicity, and looks for people who share those values.

Applicants are considered for opportunities across all companies in the group, not only the role they initially apply for.

Role Overview

This is an in-office position based in Kelowna, British Columbia, Canada. The compensation package includes a base salary of CAD 75,000 to CAD 85,000, plus performance-based incentives.

Martell Group is hiring a highly creative and execution-oriented Shortform Creative Lead to own and grow the short-form video strategy across platforms such as TikTok, Instagram Reels, YouTube Shorts, LinkedIn, and newer social channels.

The position blends content strategy, creative leadership, storytelling, and audience development. The person in this role will identify trends, shape content concepts, direct shoots, supervise editing, and ensure every piece of content supports engagement, reach, and business outcomes.

The ideal candidate understands platform algorithms, social media behavior, viral content patterns, and how to turn ideas into short-form videos that perform strongly. Over time, this person will also become the main creative partner coaching and directing Dan on camera.

Candidates with a successful personal brand or their own social following are especially valued, though this is not mandatory.

Responsibilities

• Create and run a high-output short-form content plan across multiple social platforms.
• Track trends, viewer behavior, platform changes, and popular viral formats to inform content decisions.
• Develop new ideas that support business goals, brand positioning, and audience interests.
• Design content calendars and campaign concepts aimed at boosting reach and engagement.
• Plan and direct the creative execution of short-form video production.
• Guide on-camera talent and eventually take the lead in directing Dan during content shoots.
• Write attention-grabbing hooks, shape storytelling structures, and build content formats that hold viewer attention.
• Regularly test new styles, messaging approaches, and creative directions.
• Record, edit, and refine short-form videos for best performance on each platform.
• Partner with editors or edit content independently when needed.
• Ensure content meets strong standards for pacing, narrative flow, visual quality, and retention.
• Keep production workflows efficient and publishing consistent.
• Review performance data and audience feedback to guide improvements.
• Use watch time, retention, engagement, and conversion insights to optimize content.
• Stay current on algorithm updates and adjust strategy as needed.
• Support growth in audience size, brand visibility, lead generation, and revenue-related efforts.
• Collaborate with marketing, content, and leadership teams to align videos with broader company goals.
• Work on launches, promotions, and brand-building campaigns.
• Help create and document creative systems, content frameworks, and best practices.

Requirements

• At least 3 years of experience producing, creating, or leading short-form content work.
• Strong working knowledge of TikTok, Instagram Reels, YouTube Shorts, and current short-form trends.
• Proven ability in video editing, storytelling, and optimizing content for performance.
• Solid understanding of social algorithms, audience retention, and growth tactics.
• Experience taking content from concept development through to final publication.
• Clear communication skills and the ability to lead creatively.
• Comfort working in a fast-moving, high-volume content environment.
• Preferred: experience growing social accounts with measurable results.
• Preferred: an active personal social presence, with 5,000+ followers seen as a strong advantage.
• Preferred: experience directing founders, executives, influencers, or other on-camera talent.
• Preferred: familiarity with analytics platforms and performance reporting.
• Preferred: background in creator-led, media, education, coaching, or personal brand businesses.

Compensation

The role offers a base salary of CAD 75,000 to CAD 85,000, along with performance incentives.

Location

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

Additional Information

Martell Group describes itself as a company that values leadership, growth, and simplicity. It also notes that applicants will be automatically reviewed for open roles across the full group of companies.

The company includes a section titled “Why you shouldn’t work here – Radical Transparency from our CEO,” indicating that there is additional candid hiring context presented alongside the role.