Social Media Strategist (Founder Content)

Type: Full-time | PermanentLocation: Toronto, ON (In-Person)Salary: $90,000 to $140,000 CAD annuallyReports to: CEOCOMPANY 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
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 seriesWrite 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 footageKeep a rolling six-week slate of videos, planned with the CEO in a weekly war roomWrite or approve every title, brief every thumbnail, and run title and thumbnail tests in YouTube StudioOwn the first 60 seconds of every video: open cold on the payoff, set the stakes, make the promise, cut the recapsChapters, end screens, pinned comments and descriptions on every uploadCurrent 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.Retention & Analytics
Read YouTube Studio every week: click-through rate, average view duration, 30-second and 1-minute hold, traffic sources, new versus returning viewersResponsibilities
Review every long-form cut with the editor against a retention checklist before it shipsTurn each video's numbers into one clear decision for the next oneKeep a weekly scorecard the whole team can seeShort-Form System
Brief the clipping team on every video: which moments to cut, the hook, the captions and the platformSet the clip standard (hook in the first second, captions, sound, a clear call to action) and hold itFeed what wins in short-form back into long-form topics, and the other way roundOwn the short-form calendar across TikTok, Instagram Reels and YouTube Shorts on the founder's accounts4. Distribution & Funnel
Make sure every video points to a Brodie action: join a league, captain a team, bring a friendUse timestamped links from Instagram, pinned comments and end screens to send viewers to the right moment and the right pageWork with Growth to track which videos turn into sign-ups and captain leadsFind collaborations and guests that bring new audiences to the channel5. Cadence & Team
Own the weekly production calendar with the editor and the clippers: war room, film days, edit review, shipHold a 100% ship rate, so nothing misses its slotGive editors and clippers clear, specific notesPlan 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 calendarRun the edit without the CEO in the room, so the CEO's hours go to being on cameraHOW WE EXPECT YOU TO WORK
AI-Native Content
Transcription and search: every hour of footage transcribed and searchable, so the best moments are found in minutesAI clip-finding: shortlisting moments for the clipping team before a human watches the full cutAI for packaging and research: title and hook variations, topic research and first-draft outlinesAutomation mindset: templates, briefs and checklists so the system runs without you in every stepSpeed & Iteration
We ship every week, and every video goes out on its dayYou're comfortable making calls with 80% of the information and learning from the dataCommunication & Collaboration
You explain your decisions with the numbers behind themYou flag blockers and slipping dates earlyYou're comfortable working with a founder: direct feedback, both waysREQUIREMENTS
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 itFluency in YouTube Studio: click-through rate, average view duration, retention curves, traffic sources, title and thumbnail testingA strong eye for titles, thumbnails and hooks, with a portfolio of packaging you wrote or directedExperience working with a founder, creator or on-camera personalityExperience directing editors or a production team to a weekly scheduleWorking knowledge of TikTok, Reels and Shorts, and how short-form feeds long-formClear written and verbal communicationStrongly Preferred
Founder-led content at a startup, ideally a consumer brandA background in sports media, basketball culture or the creator economyYou can shoot and edit (Premiere Pro, Final Cut, CapCut) well enough to run a film day on your ownThumbnail design skills (Photoshop, Figma) or experience briefing a designerExperience tying content to sign-ups or revenueSUCCESS METRICS
Ship rate: every planned long-form video and clip goes out on its dayPackaging: click-through rate on new uploads above the channel's baselineRetention: 30-second and 1-minute hold and average view duration rising video over videoGrowth: subscribers and returning viewers, month over monthBusiness impact: sign-ups and captain leads traced back to videosCadence: the channel moves from one long-form video every two weeks to one a week within your first 90 daysCOMPENSATION 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 oneOpportunity to shape and scale programs that impact thousands of athletesComprehensive health and wellness planAccess to a yearly Brodie takeover of the Toronto Raptors courtSignificant growth and mentorship opportunitiesProfessional development budgetPaid Time Off (3 weeks + Holiday Shutdown)Paid Sick LeaveOpportunity to work for an organization at the intersection of sports, fashion, & techARTIFICIAL INTELLIGENCE DISCLOSURE
Artificial intelligence may be used in the recruitment and selection process, including to screen, assess, record, or evaluate applicants.COMMITMENT TO INCLUSION
We know through experience that different ideas, perspectives, and backgrounds foster stronger and more creative teams. We strive to create organizations that reflect the communities we serve and where everyone feels empowered to bring their full, authentic selves to Brodie Rec Leagues.Compensation Range: CA$90K - CA$140K
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