Social Strategist

Procter & Gamble; Cincinnati (OH); On-site; USD 80,000 - 110,000; Full time

Job summary

Procter & Gamble in Cincinnati seeks a Social Strategist to turn cultural trends into social-first ideas for Old Spice. You will work with Strategy Directors and COHO teams to develop briefs, identify where the brand should participate, and translate opportunities into platform-native content.

You'll leverage TikTok and Reels data, test quick-turn concepts, and help bring ideas to life with in-house shoots and creator collaborations.

Qualifications

• Experience turning cultural moments into social content for brands.
• Strong sense of what resonates on TikTok and Instagram Reels.
• Ability to brief creators and collaborate with production teams.

Responsibilities

• Stay immersed in social culture to identify opportunities for Old Spice.
• Develop platform-native ideas and concise briefs for rapid activation.
• Collaborate with Strategy Director, creative and production teams to bring concepts to life.

Skills

TikTok & Reels fluency

Cultural trend spotting

Platform-native storytelling

Tools

AI ideation tools

Job description

Job Location

CINCINNATI GENERAL OFFICES

Job Description

Social Strategist - Band 2

The Role

COHO (Content House) is growing internal agency & production studio inside the Personal Care division within P&G. COHO is seeking a Social Strategist to turn cultural trends, audience insights, and brand opportunities into social-first ideas for our portfolio of brands with a focus on Old Spice. You'll be our tapped-in cultural radar... strategic thinker with a maker's mindset who understands what's happening on TikTok and Instagram Reels, why people care, and how Old Spice can meaningfully participate. This isn't about chasing every trending sound. It's about seeing the bigger brand opportunity inside a fast-moving cultural moment, then finding a simple, compelling way to activate it. You need the cultural fluency to spot emerging behaviors, the strategic judgment to connect them to brand and communication goals, and the hands-on resourcefulness to help bring ideas to life. From quick-turn AI explorations and small in-house shoots to creator collaborations and product-focused content, you'll help develop work that feels native to the feed. Working closely with the Strategy Director and COHO's creative and production teams, you'll connect big-picture brand thinking with the speed, specificity, and experimentation social demands.

Three Core Pillars of Responsibility

1. Stay immersed in TikTok, Instagram Reels, creator communities, and cultural conversations to identify emerging opportunities for Old Spice.

   Understand the humor, behaviors, motivations, and audience tensions behind trends...not just the formats themselves.

   Connect cultural signals to brand priorities, product benefits, audience insights, and communication objectives.

   Develop concise creative briefs and creative springboards that explain the opportunity, why it matters, and how Old Spice can show up.

   Identify where the brand should participate, where it can lead, and when it should sit a trend out.

   Balance timely activations with longer-term opportunities to build the brand's social voice, relevance, and recurring content formats.

2. Develop ideas built for TikTok and Instagram Reels from the start, rather than adapting traditional advertising for social.

   Translate opportunities into hooks, scripts, rough storyboards, reference edits, and actionable content concepts.

   Partner with creative and production teams on lightweight shoots, quick-turn activations, and social content produced in-house.

   Be comfortable capturing footage, making a rough edit, or building a prototype to demonstrate an idea.

   Bring entertaining, platform-native thinking to product storytelling and e-content.

   Use approved AI tools to accelerate ideation, explore creative directions, and develop quick-turn mockups and content tests.

   Help identify and brief creators whose style, audience, and credibility fit the brand opportunity.

   Support live and real-time content opportunities, helping turn timely moments into engaging social work.

3. Use platform analytics, basic social listening, comment analysis, and competitive observation to understand audience interests and content performance.

   Help establish clear content objectives and relevant measures of success, including watch time, engagement, sharing, and traffic.

   Translate results into practical recommendations on what to repeat, refine, test, or stop.

   Bring proactive, actionable recommendations to the Strategy Director and brand teams...not just trend reports or interesting links.

   Collaborate with brand, creative, production, and review partners to move quickly while respecting brand standards and platform guidelines.

   Build a shared bank of cultural observations, creator references, content formats, and learnings to strengthen future work.

The Candidate Profile

• Social & Cultural Alchemist: You see how a niche internet moment can become a meaningful brand opportunity. You understand not just what is trending, but why it resonates.
• Native to the Feed: You know TikTok and Instagram Reels-their humor, pacing, visual language, communities, and unwritten rules. You can tell when a brand belongs in the conversation and when it's trying too hard.
• Big-Picture Thinker, Hands-On Activator: You connect ideas to broader brand goals while finding achievable ways to bring them to life quickly. You're as comfortable shaping a brief as sketching a concept or shooting a rough example.
• Proactive Opportunity-Finder: You don't wait for an assignment. You bring a point of view on what the brand could do next, why it matters, and how to make it happen.
• Fast, With Judgment: You understand that relevance has a shelf life, but speed isn't everything. You assess brand fit, cultural sensitivity, and production feasibility before recommending action.
• Insight-Curious: You understand foundational social metrics and have basic familiarity wi