Position Overview

This is a senior role built on real experience growing a psychology, therapy, relationship, coaching, or personal development brand. The person in it knows what makes this category travel and what makes it convert, and can show the numbers from having done it before.

Key Responsibilities

Growth Strategy and Planning

Build the annual and quarterly growth plan for each platform, with subscriber, follower, reach, and conversion targets agreed with leadership

Define the content pillars, recurring series, and formats that will carry growth, grounded in what performs in the psychology and relationship category

Decide platform priority and expansion sequence (for example YouTube Shorts, TikTok, X, LinkedIn, podcast clips), including when to enter, what to post, and what a win looks like

Run a monthly growth review: what moved, what did not, and what changes next month

Content and Packaging Strategy

Own the strategy for hooks, titles, thumbnails, opening lines, and formats across long-form and short-form video

Maintain a bank of proven hooks, topics, and angles specific to attachment, relationships, and psychology, drawn from our own data and the wider category

Write data-backed content briefs for Production ahead of each production cycle: topic, angle, hook options, target platform, target format, and the performance evidence behind the recommendation

Design the long-form to short-form repurposing system so every primary release generates a planned set of clips, carousels, and posts

Set and hold the accuracy standard: psychological concepts are represented correctly and hooks earn attention without overstating claims or promising outcomes we cannot support

Experimentation and Learning

Run a continuous testing program covering formats, hook styles, video length, posting cadence, thumbnails, and series structures

Define each test up front (hypothesis, metric, sample, decision rule) and make a scale, iterate, or kill decision on every one

Maintain a growth playbook recording what has been tested, what worked, what did not, and why, so learning stays with the company

Audience to Business

Design the pathways from social content into the email list, community, free resources, and coaching applications, and decide which calls to action run where

Track social-attributed leads, community joins, and coaching applications by platform and content type, and improve the weakest step in the path each quarter

Coordinate with the Community Manager and Coaching Operations so comment and DM activity, lead flags, and booked calls connect back to the content that produced them

Paid Amplification

Decide which organic winners get boosted or promoted, on which platform, with what objective and budget, and present the case to leadership

Run or direct paid tests that support organic growth (audience building, community joins, lead magnets) and report results against cost

Share creative learnings both ways with any paid media partner so organic insights improve ads and ad data improves organic packaging

Publishing and Quality Control

Schedule and publish all content across YouTube, Instagram, Facebook, and additional platforms as the channel mix expands

Review each asset prior to publication to confirm that approved copy is reproduced accurately, formatting and layout are correct, assets meet platform specifications, and multi-frame content appears in the intended sequence

Confirm captions, descriptions, tags, links, and calls to action are complete, correct,



and aligned to the current growth and conversion priorities before publication

Identify and correct any live publishing error immediately upon discovery

Editorial Calendar Management

Build and maintain the editorial calendar across three streams: organic publishing, recurring promotional placements, and time-bound marketing campaigns, with the organic stream built from the growth plan and testing roadmap

Determine content sequencing and placement, selecting which assets run on which channels and at what time

Update all calendar streams daily and resolve conflicts between them

Coordinate with production to secure assets ahead of scheduled publication dates and maintain an adequate content buffer

Maintain the content library, including organization, tagging, and retrieval

Cross-Platform Integration

Coordinate supporting content so that each primary release is reinforced across secondary channels

Maintain internal linking between related assets, including playlists, end screens, cards, and video descriptions

Keep link-in-bio destinations, channel descriptions, and pinned content aligned with current priorities and the active conversion pathways

Channel Optimization

Monitor the performance of individual assets and identify underperformers

Test and revise thumbnails and titles to improve click-through rate, and measure the effect of each revision

Analyze audience retention data to identify structural weaknesses in content, and communicate findings to production

Recommend format and structural changes based on observed performance patterns, and fold confirmed findings into the growth playbook and future content briefs

Analytics and Reporting

Review channel analytics daily and escalate anomalies as they arise

Own the growth dashboard: audience, reach, retention, click-through, conversion, and social-attributed leads by platform and content type

Produce regular performance reports covering results by topic, format, and platform, and a monthly growth report to leadership with results against targets, the reasons behind them, and the decisions for the next period

Translate performance data into specific content recommendations for upcoming production cycles

Community Management

Monitor all channels throughout the business day for issues requiring response

Supervise the comment moderation team, including response quality, turnaround time, and adherence to brand voice

Moderate abusive, defamatory, or otherwise inappropriate comments in accordance with platform and company policy

Identify audience-reported issues with published content, whether factual, technical, or editorial, and escalate to the relevant team for correction

Protect brand reputation across all owned channels

Platform and Category Intelligence

Maintain current working knowledge of platform features, format changes, and algorithm behavior, and turn relevant shifts into concrete recommendations within the same month

Benchmark the leading psychology, therapy, relationship, and self-improvement creators: what they post, how they package it, and what is working for them now





Track relevant activity within the category and translate observations into actionable recommendations

Identify collaboration, cross-promotion, and guest appearance opportunities with aligned creators and podcasts, and build the case for the ones worth pursuing

Required Qualifications

Five or more years managing social media for a brand or creator, including at least two years directly responsible for growth strategy (not only publishing), and direct ownership of a YouTube channel

Direct experience growing an audience in psychology, therapy, coaching, relationships, mental health, or personal development, with a explicit point of view on what works in this category and why

Demonstrated growth results you can show with numbers: audience growth, reach, retention, or conversion lifts you drove and can explain

Demonstrated proficiency with YouTube Studio analytics, including click-through rate, average view duration, audience retention, and traffic sources, across both long-form and Shorts

Hands-on experience with at least two of: Instagram, TikTok, Facebook, X, LinkedIn, including short-form video strategy

Experience designing and running structured content tests and turning the results into decisions

Experience connecting social growth to business outcomes such as email list growth, community membership, leads, or program enrollments

Working knowledge of paid social amplification (boosting, promoted content, or ads supporting organic goals)

Exceptional attention to detail, with a track record of catching errors before publication

Native or near-native written English, with the judgment to assess copy quality, accuracy in a psychological context, and sensitive audience interactions. Excellent spoken English.

Experience supervising or coordinating at least one direct report or contractor

Ability to work consistently within a fixed daily schedule on U.S. hours (approximately 9am EST to 6pm EST)

Preferred Qualifications

Grew a channel or account in the psychology, therapy, or relationship space from a small base to a large one, or led a meaningful step change on an already large one

Background in psychology, counseling, or coaching, or experience working alongside licensed clinicians or credentialed experts

Experience with coaching, course, or membership business funnels (for example Circle, Kajabi, Skool, or similar)

Working knowledge of Canva or Figma sufficient to correct minor layout issues

Community moderation experience at scale

Experience supporting paid campaigns with organic content

Podcast growth or distribution experience

Experience with creator collaborations and cross-promotion

Performance Standards

Quarterly growth plan with targets delivered and approved before each quarter begins

Agreed audience growth targets met on the primary platforms [targets to be set with leadership at hire]

Growth in social-attributed email subscribers, community joins, and coaching leads quarter over quarter

Content briefs delivered to Production ahead of every production cycle

Monthly growth report delivered to leadership on schedule, with tests and results documented in the growth playbook

No publishing errors reach the audience

All calendar streams populated a minimum of two weeks in advance

Comment response times within the established standard, with no thread unanswered beyond one business day

Measurable improvement in click-through rate on tested assets

Issues identified internally before they are raised by the audience

📌 Growth Strategist (Canada)
🏢 Veritas Creative Media
📍 Canada