TikTok & Instagram Reels Strategis

What You'll Do:

The strategy behind TPG’s TikTok and Reels presence: what we make, why we make it and how it evolves
Collaboration with creators and on-camera talent — you write the brief and set the strategic direction; they execute
A forward-looking content calendar that connects platform moments, trends and TPG’s editorial priorities
Clear, usable briefs that translate strategy into something a creator can execute without guesswork
Ongoing read of the algorithm: what’s being rewarded, what’s losing steam and what that means for us
Performance analysis that goes beyond surface metrics to actual decisions: what to scale, what to fix, what to stop
A test-and-learn pipeline: formats, hooks, structures; with real takeaways
Tight integration with editorial: spotting what in our pipeline should become short-form, and how to make it platform-native
Competitive awareness: what others in the space are doing and where there’s room for TPG to stand apart
A clear POV on social SEO: how our content shows up in search, not just in-feed

What We're Looking For:

3+ years working in social strategy, with real ownership over TikTok and/or Reels for a brand or publisher
A track record of turning trends and algorithm signals into actual content decisions that perform
Comfort with data, not just pulling metrics, but translating them into a clear point of view
Experience running a content calendar in a fast-moving environment
Strong writing. Your briefs are sharp, your thinking is clear and your recommendations hold up
Genuine familiarity with points, miles, and travel rewards culture
Understanding of how social ties to audience growth and revenue, not just engagement
Experience working within compliance or editorial guidelines for financial or regulated content

Nice to Haves:

Editing skills (CapCut, Premiere or similar). You don’t need to be the creator, but you can step in when needed
Experience working in a strategist + creator model
Background in travel, personal finance, affiliate, or performance-driven content