YouTube Content Strategist

Role overview

Martell Group is hiring an experienced YouTube Content Strategist to steer the creative direction of a high-performing YouTube channel. This position is based in-office in Kelowna, British Columbia, Canada. Compensation includes a base salary of CAD 80,000 to 90,000 plus performance-based incentives.

The organization behind this role builds people, brands, and ventures that aim to create meaningful impact. Its work spans media, B2B SaaS, and AI, bringing together audience-building, operations, and execution to launch scalable products and support ambitious leaders. The company values leadership, growth, and simplicity, and seeks people who align with those principles.

Applicants are considered for open roles across all companies within the group, not just this specific position.

What this role is responsible for

This is a strategy-first role rather than a pure execution role. The ideal candidate will understand YouTube storytelling, audience behavior, content performance data, and channel growth well enough to recommend meaningful changes that help the channel reach the next stage.

You will develop strong video concepts, review channel analytics, write engaging scripts, and shape a content plan aimed at driving both large view counts and business results. A deep understanding of what motivates viewers to click, stay engaged, and return is essential.

The role is expected to work closely with Dan as a creative partner, contributing to content strategy and storytelling improvements, with possible involvement in filming and production as needed. Candidates with backgrounds in film, directing, documentary work, scriptwriting, journalism, or other story-led disciplines are especially welcome.

Responsibilities

Lead the channel’s long-term content direction and growth planning, making sure it supports audience expansion and broader business goals.

Spot content opportunities with strong potential for reach, engagement, and sustained performance.

Research trends, competitors, audience interests, and new opportunities within the YouTube space.

Create publishing plans and content roadmaps that support consistent, scalable growth.

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

Shape video concepts to improve click-through rates, viewer retention, and overall engagement.

Build content frameworks that blend entertainment, education, storytelling, and commercial objectives.

Facilitate brainstorming and experiment with new formats and creative approaches on an ongoing basis.

Write, improve, and structure scripts, outlines, and story flows for video content.

Build strong hooks, narrative structure, pacing, and calls to action.

Ensure each video is designed to maximize watch time and audience retention.

Strengthen the overall storytelling standard of the channel.

Review channel performance, viewer behavior, and video-level metrics to identify patterns and opportunities.

Use performance data to guide future content decisions and improvements.

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

Turn analytics into practical recommendations for content, packaging, and production.

Serve as a strategic thought partner on all major YouTube content decisions.

Recommend how content, messaging, and formats should evolve as the audience grows.

Work closely with Dan and the content team to lift overall quality and results.

Support filming, directing, or broader production work when required.

Qualifications

Applicants should bring at least 3 years of experience in developing, producing, or managing YouTube content, with measurable outcomes to show for it.

A strong working knowledge of YouTube analytics, audience retention, click-through optimization, and channel growth tactics is required.

You should have proven experience in scriptwriting and in building video ideas that perform well.

Strong storytelling judgment and a solid grasp of audience psychology are essential.

The role also requires the ability to spot trends while still identifying long-term evergreen opportunities.

Strong analytical thinking is needed to convert data into clear strategic actions.

Excellent communication and creative leadership skills are important.

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

Background in film production, directing, screenwriting, documentary production, journalism, or a similar storytelling field is a plus.

Prior success helping a YouTube channel grow from an early stage to meaningful scale is preferred.

Familiarity with production workflows, filming, and creative direction is beneficial.

Personal content creation experience or having managed a successful YouTube channel is considered a strong advantage.

Compensation

The salary range for this position is CAD 80,000 to 90,000 annually, with additional performance incentives.

Additional notes

This role is fully in-office and is intended for someone who can contribute strategically, creatively, and analytically to channel growth. The company emphasizes radical transparency from its CEO and is looking for people who can thrive in a high-performance environment focused on simplicity, leadership, and growth.