Social Creative Lead

Particle6; Greater London; On-site; GBP 70,000 - 110,000; Full time

Job summary

Particle6 is seeking a Social Creative Lead to own the social output of its AI characters, from concept to publication. You’ll create a lot of the content personally and lead a small team, setting briefs, directing writers and editors, and making the final call on what goes live.

You’ll shape voice, formats, and strategy for each character, with latitude to experiment and learn as you go. Experience in short‑form platforms and fast iteration is essential.

Qualifications

• Five+ years creating social content for brands, creators or entertainment properties.
• Evidence of content that reached a large audience, personally or professionally.
• Experience mentoring a small creative team: briefing, feedback, growth of juniors.
• Strong opinions about humor, quality, and what’s worth posting, with rationale.

Responsibilities

• Own the social output across AI characters, end to end.
• Lead the small team: set direction, briefs, and feedback to ensure quality.
• Create and publish character-led content across TikTok, Instagram and YouTube.
• Make final calls on what’s acceptable to post and launch.
• Spot trends and get a character into topical moments the same day.
• Develop distinct voices and tones across characters and talent.
• Identify partnerships and creator collabs that fit each character.

Skills

Content creation

Team leadership

Editing skills

Platform knowledge

Voice development

Tools

CapCut

Premiere Pro

Adobe Suite

Job description

Particle6 is an award-winning creative production company blending boundary-pushing storytelling with cutting-edge AI. From original TV series and documentaries to brand campaigns and immersive content, we use the latest AI tools to enhance the creative process across broadcast and commercial work.

We build and operate original AI characters. Our flagship, Tilly Norwood, has been covered by the New York Times, the Wall Street Journal and the LA Times, and will be starring in her own feature film.

About the Role

We're looking for a Social Creative Lead to own the social output of our AI characters, end to end.

You'll decide what the characters post, you'll make a lot of it yourself, and you'll lead the small team who make the rest. That means setting the concepts and the briefs, directing writers and editors, and making the final call on whether something is good enough to go out.

The characters are new, so a lot of this is unmapped. You'll be working out what these accounts are as you run them, with real latitude over voice, format and strategy, and quick access to the creative and AI teams when you need something made. We're looking for someone who wants that, rather than a brief.

What You'll Be Doing

Roughly half of this role is making things yourself. The rest is leading the team, setting direction, and reading what's working.

• Creative Direction: Decide what each character's channel is, what it posts, and what it doesn't. Turn that into concrete formats and a content slate people can actually make against.
• Briefing & Leading: Set the briefs for writers, editors and designers. Give clear, specific feedback. Develop the more junior members of the team so their work needs less steer over time.
• Content Creation: Ideate, write, produce and publish character-led content across TikTok, Instagram and YouTube, from one‑off reactive posts to recurring formats that bring an audience back.
• Final Sign-Off: Own the taste call. You're the person who says this is ready and this isn't, before anything goes live.
• Trend & Culture Response: Spot a cultural moment and get a character into it the same day.
• Character Voice Development: Define and protect distinct voices, personalities and tones across our characters and digital talent, in step with how those characters appear in our film and TV work.
• Brand & Creator Collaborations: Spot the partnerships, cross‑promotions and creator collabs worth doing. Work out which brands and which creators actually fit a given character, pitch the idea, and make it happen.
• Launch & Press Moments: Create a buzz on social around the things our characters are doing in the wider world: film releases, interactive platform launches, merch drops, and speaking appearances.
• AI-Enhanced Production: Use generative tools to prototype and produce faster than a traditional pipeline allows.
• Strategy & Performance: Set channel strategy, read the analytics, and change the creative based on what they tell you.
• Community: Handle audience interaction and community‑led opportunities.

What We're Looking For

• At least five years creating social content for brands, creators or entertainment properties, including time leading or directing other people's output.
• Evidence of content you have made that reached a large audience, personally or professionally.
• Experience managing or mentoring a small creative team: briefing, feeding back, and raising the standard of work you didn't make yourself.
• A point of view. Strong opinions about whats funny, whats good and whats worth posting, and the ability to explain why.
• A deep understanding of social platforms, internet culture, and why things get shared.
• Ability to think in formats:short-form video, sketches, reactive content, recurring series.
• Hands‑on editing skills. CapCut, Premiere, Adobe or equivalent, enough to take a piece from idea to published without a hand‑off.
• Experience using social analytics to inform creative decisions, not just to report on them.
• Experience managing brand, creator or talent accounts.
• The creative judgement to know when something is not good enough to post, and the speed to make the next one instead.

A note on AI: our characters are AI-generated, and generative tools sit at the centre of how we make things. If that is not a way of working you find creatively exciting, this is not the right role for you.

Nice to Have

• Experience with AI content tools or generative media pipelines.
• A personal account or channel you have grown yourself.
• Experience working alongside scripted or narrative teams.

Accessibility

Please contact [e-mail] for any questions or if you require any accessible adjustments to the application process.

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