YouTube Content Strategist

Martell Media; Lake Country; On-site; CAD 80,000 - 90,000; Full time

Job summary

Martell Group in Canada is seeking an experienced YouTube Content Strategist to lead the creative direction of a world-class channel. You will develop high‑performing video concepts, analyze performance, and build a content roadmap aimed at millions of views and business growth.

The role emphasizes storytelling, audience psychology, and data-driven decision making, with potential involvement in production and scripting alongside Dan.

Qualifications

• 3+ years of experience developing, producing, or managing YouTube content with demonstrated results.
• Strong understanding of YouTube analytics, audience retention, click-through optimisation, and channel growth strategies.
• Proven experience writing scripts and developing high-performing video concepts.
• Exceptional storytelling instincts and understanding of audience psychology.
• Ability to identify trends while balancing evergreen content opportunities.
• Strong analytical skills with the ability to turn data into strategic recommendations.
• Excellent communication and creative leadership abilities.

Responsibilities

• Develop and execute a long-term YouTube content strategy aligned with audience growth and business objectives.
• Identify high-potential content opportunities capable of generating significant viewership and engagement.
• Research trends, competitors, audience interests, and emerging opportunities within the YouTube ecosystem.
• Build content roadmaps and publishing strategies that support sustainable channel growth.
• Generate original video concepts with strong viral and evergreen potential.
• Develop video ideas designed to achieve high click-through rates, audience retention, and viewer engagement.
• Create content frameworks that balance entertainment, education, storytelling, and business goals.
• Lead brainstorming sessions and continuously test new content formats and creative approaches.
• Write and refine compelling video scripts, outlines, and story structures.
• Craft strong hooks, narrative arcs, pacing strategies, and calls-to-action.
• Ensure every piece of content is optimized to maximize audience retention and watch time.
• Elevate the overall storytelling quality of the channel.
• Analyze channel performance, audience behaviour, and video-level analytics.
• Use data to identify growth opportunities and improve future content performance.
• Monitor key metrics including click-through rate, retention, watch time, subscriber conversion, and audience engagement.
• Translate insights into actionable recommendations for content, packaging, and production improvements.
• Act as a strategic advisor on all YouTube content decisions.
• Provide recommendations on what content, messaging, and formats should evolve as the channel grows.
• Collaborate closely with Dan and the broader content team to improve content quality and performance.
• Potentially assist with filming, directing, or content production as needed.

Skills

YouTube content

Analytics

Scriptwriting

Storytelling

Leadership

Job description

Location: In-Office

Compensation: $80,000 - $90,000 CAD Base Salary + $18,000 variable

About Martell Group

The Martell Group exists to build people, brands, and ventures that create meaningful impact. Across our four companies, we combine audience, operators, and execution to launch scalable products and empower ambitious leaders in Media, B2B SaaS, and AI.

Founded by serial entrepreneur and investor Dan Martell (investor in Udemy, Intercom, and Unbounce), we’re building a company that values leadership, growth, and simplicity, and we’re looking for people who live those values too.

Our goal is to attract world‑class talent and align people where their impact is greatest. When you apply to Martell Group, you’ll automatically be considered for all open roles across our companies, not just the one you applied for.

About the Role

We are looking for an experienced YouTube Content Strategist to lead the creative strategy behind a world‑class YouTube channel. This is not an execution‑only role. We need someone who deeply understands YouTube storytelling, audience psychology, content analytics, and channel growth, and can confidently tell us what needs to change in order to reach the next level.

You will be responsible for developing high‑performing video concepts, analyzing channel performance, writing compelling scripts, and building a content strategy designed to generate millions of views while driving business growth. You should have a proven understanding of what makes viewers click, watch, engage, and return.

The ideal candidate has significant experience with YouTube content creation and understands the difference between creating videos and building a successful channel. This person will become a key creative partner to Dan, helping shape content strategy, improve storytelling, and potentially participate in content production and filming.

Candidates with backgrounds in film production, directing, documentary filmmaking, scriptwriting, or other storytelling‑focused disciplines are strongly encouraged to apply.

Responsibilities

Content Strategy & Channel Growth

• Develop and execute a long‑term YouTube content strategy aligned with audience growth and business objectives.
• Identify high‑potential content opportunities capable of generating significant viewership and engagement.
• Research trends, competitors, audience interests, and emerging opportunities within the YouTube ecosystem.
• Build content roadmaps and publishing strategies that support sustainable channel growth.

Ideation & Creative Development

• Generate original video concepts with strong viral and evergreen potential.
• Develop video ideas designed to achieve high click‑through rates, audience retention, and viewer engagement.
• Create content frameworks that balance entertainment, education, storytelling, and business goals.
• Lead brainstorming sessions and continuously test new content formats and creative approaches.

Scriptwriting & Storytelling

• Write and refine compelling video scripts, outlines, and story structures.
• Craft strong hooks, narrative arcs, pacing strategies, and calls‑to‑action.
• Ensure every piece of content is optimized to maximize audience retention and watch time.
• Elevate the overall storytelling quality of the channel.

Analytics & Optimization

• Analyze channel performance, audience behaviour, and video‑level analytics.
• Use data to identify growth opportunities and improve future content performance.
• Monitor key metrics including click‑through rate, retention, watch time, subscriber conversion, and audience engagement.
• Translate insights into actionable recommendations for content, packaging, and production improvements.

Creative Leadership

• Act as a strategic advisor on all YouTube content decisions.
• Provide recommendations on what content, messaging, and formats should evolve as the channel grows.
• Collaborate closely with Dan and the broader content team to improve content quality and performance.
• Potentially assist with filming, directing, or content production as needed.

Qualifications

Required

• 3+ years of experience developing, producing, or managing YouTube content with demonstrated results.
• Strong understanding of YouTube analytics, audience retention, click‑through optimisation, and channel growth strategies.
• Proven experience writing scripts and developing high‑performing video concepts.
• Exceptional storytelling instincts and understanding of audience psychology.
• Ability to identify trends while balancing evergreen content opportunities.
• Strong analytical skills with the ability to turn data into strategic recommendations.
• Excellent communication and creative leadership abilities.

Preferred

• Experience working with creator brands, personal brands, media companies, or educational content channels.
• Background in film production, directing, screenwriting, documentary production, journalism, or related storytelling fields.
• Experience helping grow a YouTube channel from early‑stage to significant audience scale.
• Familiarity with production workflows, filming, and creative direction.
• Personal content creation experience or successful management of a YouTube channel is considered a strong asset.