YouTube Content Strategist

About Martell Group

Martell Group is focused on creating people, brands, and businesses that generate real impact. Through four different companies, the organization brings together audience-building, operational strength, and execution to launch scalable offerings and support ambitious founders in media, B2B SaaS, and AI.

Established by entrepreneur and investor Dan Martell, whose investments include Udemy, Intercom, and Unbounce, the company is guided by leadership, growth, and simplicity. Candidates who share those values are encouraged to consider this opportunity.

Applicants are considered across all open opportunities within the broader group, not just the specific role they initially select.

Role Overview

This in-office position is for an experienced YouTube Content Strategist who can shape the creative direction of a high-performing YouTube channel. The role goes far beyond execution; it calls for someone who understands YouTube storytelling, audience behavior, analytics, and growth mechanics well enough to recommend what should change to move the channel forward.

The selected candidate will build video concepts with strong performance potential, evaluate channel data, write engaging scripts, and develop a strategy aimed at reaching millions of views while also supporting business growth. A strong grasp of what drives clicks, retention, engagement, and repeat viewership is essential.

This role suits someone with substantial experience in YouTube content creation who understands the difference between making individual videos and growing a successful channel. The strategist will work closely with Dan as a creative partner and may also contribute to filming or production when needed. Candidates with experience in film production, directing, documentary work, scriptwriting, or similarly story-driven disciplines are especially welcome.

Location and Compensation

This role is based in-office in Vancouver, British Columbia, Canada. The compensation package includes a base salary of CAD 80,000 to 90,000 per year, plus performance incentives.

Responsibilities

Lead the long-term content direction for the YouTube channel so that it supports audience growth and wider business objectives.

Spot content opportunities with strong potential for viewership and engagement.

Research trends, competitors, audience preferences, and new opportunities across YouTube.

Build publishing plans and content roadmaps that support steady, scalable channel expansion.

Create original video ideas that can perform well both virally and over time.

Develop concepts designed to improve click-through rates, watch time, retention, and engagement.

Design content structures that balance entertainment, education, storytelling, and business outcomes.

Run brainstorming sessions and keep testing new formats and creative approaches.

Write, refine, and improve scripts, outlines, and story structures for video content.

Shape strong hooks, narrative flow, pacing, and calls to action.

Ensure content is structured to maximize audience retention and viewing time.

Raise the storytelling quality across the channel.

Review channel performance, audience behavior, and video-level analytics.

Use performance data to uncover opportunities and guide future content improvements.

Track important metrics such as click-through rate, retention, watch time, subscriber conversion, and engagement.

Turn insights into practical recommendations for content, packaging, and production changes.

Serve as a strategic voice in YouTube-related decisions.

Advise on how content, messaging, and formats should evolve as the channel scales.

Work closely with Dan and the wider content team to improve the quality and effectiveness of output.

Support filming, directing, or production tasks when required.

Requirements

At least 3 years of experience creating, producing, or managing YouTube content with clear results.

Strong knowledge of YouTube analytics, audience retention, click-through optimization, and growth strategy.

Proven ability to write scripts and develop video ideas that perform well.

Excellent storytelling judgment and a solid understanding of audience psychology.

Ability to spot trends while still recognizing opportunities for evergreen content.

Strong analytical thinking and the ability to convert data into strategy.

Good communication skills and the confidence to lead creatively.

Experience with creator brands, personal brands, media companies, or educational channels is preferred.

A background in film production, directing, screenwriting, documentary production, journalism, or similar storytelling fields is a plus.

Experience helping a YouTube channel grow from an early stage to a larger audience is preferred.

Familiarity with production workflows, filming, and creative direction is an advantage.

Hands-on content creation experience or successful management of a YouTube channel would be considered a strong asset.

Additional Information

Radical transparency from the CEO is referenced as part of the company’s culture and perspective on the role.