Creative Director

Amare Group Inc.; Manila; On-site; PHP 1,800,000 - 2,400,000; Full time

Job summary

Amare Group Inc. in Manila is seeking a strategic Creative Director to build and lead a new organic content pod focused on edutainment for Filipino 30+. You will recruit hosts, hire a videographer and editor, plan shoots and manage the end-to-end production calendar.

You will own formats, posting cadence, analytics-driven decisions, and the executed strategy to grow views, followers, and engagement while keeping content warm and brand-safe for Amare Group PH.

Qualifications

• 5–8 years in content or media, with at least 2 years leading a team that shipped short-form video at volume.
• Strategy ownership experience with a track record of building or redirecting content strategy.
• Fluency with TikTok/Reels mechanics, hooks, retention and cadence for organic content.

Responsibilities

• Own the content strategy end-to-end: formats, topics, calendar, posting cadence and direction for each shoot.
• Plan weekly content calendar; review every cut before publication; read analytics weekly and adjust.
• Run shoots end-to-end: locations, schedules, logistics, street-interview handling, and on-set coaching of hosts.
• Build and manage the edit pipeline; lead the editor and define the page's edit style and turnaround times.
• Source and hire hosts, videographer and editor; onboard and develop pod members; manage weekly team rhythm.

Skills

Content leadership

Team building

Short-form fluency

Production management

Data-driven decision making

Filipino market fluency

Communication/Documentation

Tools

TikTok Analytics

AI tooling

Job description

How We Work

Amare Group Inc. is a Filipino direct-to-consumer company scaling a growing portfolio of brands, primarily through Meta ads. We're now building something new alongside them: our own organic presence - on TikTok / Reels / YT / etc. for Filipino 30+. The page never sells or even mentions our products. Its job is edutainment (education-entertainment). Most Filipino have normalized bad skin, thinning hair, and low energy - they don't think they have a problem, so they never look for a solution. You exist to change that at scale, through entertaining content: street interviews, rating and reaction formats, challenges, two hosts with real chemistry.

The format is proven here - street interviews and reaction content are already among the biggest genres on Philippine TikTok. What doesn't exist is a funded media property pointing that genre at one audience with a job to do. The magazines that used to speak to Filipino are gone, and nobody has rebuilt that space for short-form. That's the property you'd be building.

Why would a brand fund a page that never sells? Because a Filipino who's realized he has a problem is a Filipino marketing can reach. More problem-aware means our ads convert better and each new customer costs less. That's the bet, and it's approved and funded: this salary, two on-camera hosts, a videographer, an editor, and an equipment budget.

You're the first hire, and the rest follows you. A complete strategy already exists on paper -page concept, the two-host model, six content formats - built in early 2026. We don't hand it to you as a script. Your first month is for stress-testing it and telling us what you'd keep, change, or replace, and why. Once we agree on your plan, the team and budget release and you build your own pod: you pick the two hosts, hire the videographer and the editor, and run the whole production - the calendar, the shoots, every cut, the hosts' development.

Nobody in that pod is hired yet, and that's the first thing you'd fix. There are no hosts, no videographer and no editor on day one, and nothing shoots until you've got them in. Our HR team helps you source, but the search, the screening and the final call are yours. How fast you get people in is the difference between hitting the quarter and missing it, so part of the work is planning and building a great team very quickly under real time pressure.

This is a separate operation from the Creative Strategist's ad-creative team - both report to the Marketing Head. The pod produces the organic education content and never sells; the creative team produces the paid ads. The pod staffs its own editor, so this role doesn't draw on the in-house content creator, who stays on ad creative under the Creative Strategist.

From there the page lives on numbers: views, follower growth, shares and saves. Raw reach isn't enough - content that doesn't get shared or followed isn't educating anyone. We're hiring a strategy-owner who runs their own production, not a producer who executes someone else's plan.

Qualifications

• Experience: 5-8 years in content or media, with at least 2 years leading a team that shipped short-form video at volume. Has owned a content operation end to end - strategy through production through results - not just one slice of it. The right background comes in many shapes: digital agency, brand content team, newsroom or media-company video team, creator or meme network, the TikTok ecosystem (platform or TSP agency), esports or sports broadcast, or a content property they built and ran themselves. Screen for the operation they ran, not the industry label.
• Strategy Ownership: Has built or materially redirected a content strategy before and can walk through the reasoning and the results. Comfortable inheriting an existing plan and changing it - with evidence, not taste alone.
• Short-Form Fluency: Native understanding of TikTok and Reels mechanics: hooks, retention curves, format selection, posting cadence, and why one cut of an idea takes off while another cut of the same idea dies. Organic short-form is its own craft, separate from ad editing.
• Production Competence: This role is creative director and producer in one. Can plan a shoot week, run on-location shoots (street interviews included), manage an editing pipeline, and keep a high-volume machine on schedule once the pod is live. If logistics ever bottleneck, the fix is a junior coordinator under them - the role does not split.
• Builds a Team Fast: Has hired and stood up a production team from nothing, under a deadline. Can run a talent search alongside HR, screen quickly, and decide - the first weeks of this role are a hiring sprint before they're anything else.
• Talent Management: Has managed on-camera or creative talent. Coaches hosts, givesdirection that makes the next take better, and handles creative egos without drama.
• Data Literacy: Reads page-level and per-video analytics (views, watch time,completion, shares, saves, follower conversion) and changes the content plan because of them. Can show a real decision they made from a retention graph.
• Filipino Market Fluency: Deep feel for Filipino internet culture and the 30+ maleaudience specifically. Knows what real Taglish sounds like versus scripted Taglish. Bisaya is a plus, not a requirement - the page launches in Tagalog.
• Tools and AI Fluency: Comfortable with native TikTok / Meta analytics plus a projecttracker (Sheets, Monday.com or equivalent). Uses AI daily in the workflow (scripting, hooks, briefs, analysis) without letting it flatten the content's voice.
• Plans and Communicates in Writing: Sends plans and weekly reports that a partner could read without a follow-up call. Structures a document so the decision is visible, names what they're not doing and why, and states what they need. This is how the company sees the page.
• Owns Outcomes: When a format dies or a video flops, investigates and adjusts without being asked. Brings hypotheses to the weekly sync, not questions.
• Operates Unsupervised: Runs the pod day to day and produces between weekly syncs without needing daily direction. Escalates budget changes, strategy pivots, and ownership-level people problems - and decides everything else within the approved budget.

Duties & Responsibilities

Phase 1 - Build the team and validate the strategy (first month, compressed)

• Weeks 1-2: audit the existing strategy against current data (page concept, format mix, host model, language, location) and decide - run it as written, or propose your version, with reasoning.
• From day one, run the host search with our HR team: define what you're looking for, screen, run the paid host trials, and make the final call on both hosts. The videographer and editor searches run alongside it. Nothing shoots until those people are in, so this is the work that gates everything else.
• Keep the page posting through the build. The page is live and has an audience already, so it doesn't go quiet while the pod comes together - you decide what goes up and who makes it in the weeks before the hosts start.
• Recommend the production location (Manila or Cebu) as part of the plan - the equipment path (buy the Cebu kit vs rent in Manila) follows that call.
• End-of-month checkpoint confirms strategy, host picks, and location together - it decides whether host signings, the rest of the pod, equipment, and bonuses proceed.

Strategy and Content (you decide the bets)

• Own the content strategy end to end: formats, topics, content mix, posting cadence. Every topic maps to a product category we sell (current or upcoming) even though the page never mentions products.
• Plan the weekly content calendar. Give creative direction before each shoot. Review every cut before it publishes.
• Read the analytics weekly: kill what's dying, scale what's working, document why.
• Run posting and account engagement until the pod grows into it.

Production (you run the machine)

• Plan and run shoots end to end: locations, schedules, logistics, street-interview handling.
• Direct the hosts on set. Coach their on-camera development between shoots.
• Build and manage the edit pipeline: lead the editor, set the edit style for the page, hold turnaround times.
• Spec and manage the equipment purchase once the pod unlocks (₱306,500 budgeted)

Team (you build and lead it)

• Select the two hosts (male + female) using the existing screening design - chemistry-tested as a pair, not two solo hires.
• Hire the videographer and the organic editor - you run the final interviews and make the final hiring decision on every pod role. Everyone in the pod reports to you: you onboard, manage, and develop all of them.
• Run the weekly team rhythm: standups, shoot reviews, performance against the page metrics.

Reporting and Working with the Marketing Head

• Weekly 30-minute sync with the Marketing Head: you present the numbers and the plan, they react.
• Monthly metric review against the quarter's gate: views, follower growth, share / save rate, branded-search and traffic signal.
• Escalate only budget changes, strategic pivots, and people problems that need ownership involvement. Everything else is yours within the approved budget.

Key Performance Indicator (KPI)

Page Views

• Committed: 30M total views on the page's posts by December 31, 2026, counted from the Creative Director's start date. Crossposts to other platforms are tracked separately and do not count toward the 30M.
• Breakout expectation: at least 3-5 videos past 2M views by December 31. The committed number is not reachable on baseline views alone; engineering breakouts is the job.
• Growth after: Maintaining 30M views per quarter.

Spread and Quality

• 100K followers on the primary channel by December 31, 2026.
• Shares + saves at 1% of views or better - views that don't get shared or followed don't count. Opening bar; recalibrated monthly in the KPI doc once real page data exists.

Activity

• The page keeps posting from day one - it's live now and it doesn't go quiet while the pod is being hired.
• Cadence: at least 1 video per day, with 2 to 4 per day as the target the number is built on.
• Good-video bar from the pod's second month: a video counts as good if it beats the page's trailing 30-day median views, with completion rate at or above the page median.

The Bet (tracked from month one, owned as a lagging outcome)

A measurable lift in branded search volume and direct / organic site traffic by December 31, building toward a blended nCPA effect the quarter after. Baseline and target sized once the page is live.

Guardrails

• Checkpoint gate: the pod, equipment, and bonuses proceed only on a passed first-month checkpoint
• Organic commitment: the pod stays on organic content for its first full quarter - no pulling the team into ad production regardless of short-term creative needs. (The downside is designed: if organic misses the quarter gate, the team pivots to ad-creative production, a capability we need anyway.)
• Brand safety: the page never mentions our products - "by Amare Group PH" at most. Inspection and rating content stays consent-based and warm, never mean.