Social Strategist

About the Role

COHO (Content House), an internal agency and production studio within P&G's Personal Care division, is seeking a Social Strategist to transform cultural trends, audience insights, and brand opportunities into social-first ideas, with a focus on Old Spice. You will act as a cultural radar, a strategic thinker with a maker's mindset, understanding TikTok and Instagram Reels dynamics, audience motivations, and how Old Spice can authentically participate. This role requires identifying bigger brand opportunities within cultural moments and finding simple, compelling ways to activate them. You'll need cultural fluency, strategic judgment, and resourcefulness to bring ideas to life, developing content that feels native to the feed. Collaborating with the Strategy Director and COHO's creative and production teams, you'll bridge big-picture brand thinking with social media's speed and experimentation.

Key Responsibilities

Social-First Strategy & Cultural Opportunity

• 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.
• Connect cultural signals to brand priorities, product benefits, audience insights, and communication objectives.
• Develop concise creative briefs and creative springboards that explain opportunities and how Old Spice can show up.
• Identify where the brand should participate, lead, or sit out a trend.
• Balance timely activations with longer-term opportunities to build the brand’s social voice and relevance.

Social-Native Ideas & Content Development

• Develop ideas built for TikTok and Instagram Reels from inception.
• 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 in-house social content.
• Be comfortable capturing footage, making rough edits, or building prototypes to demonstrate ideas.
• 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, turning timely moments into engaging social work.

Social Insights, Learning & Collaboration

• Use platform analytics, basic social listening, comment analysis, and competitive observation to understand audience interests and content performance.
• Help establish clear content objectives and measures of success, including watch time, engagement, sharing, and traffic.
• Translate results into practical recommendations.
• Bring proactive, actionable recommendations to the Strategy Director and brand teams.
• 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.

The Candidate Profile

• Social & Cultural Alchemist: Sees how niche internet moments can become meaningful brand opportunities and understands why trends resonate.
• Native to the Feed: Proficient with TikTok and Instagram Reels, including their humor, pacing, visual language, communities, and unwritten rules. Assesses brand fit within conversations.
• Big-Picture Thinker, Hands-On Activator: Connects ideas to broader brand goals and finds achievable ways to bring them to life quickly. Comfortable shaping briefs and sketching concepts.
• Proactive Opportunity-Finder: Brings a point of view on what the brand could do next and how to make it happen.
• Fast, With Judgment: Balances speed with assessment of brand fit, cultural sensitivity, and production feasibility.
• Insight-Curious: Understands foundational social metrics and has basic familiarity with social listening tools. Uses audience signals and performance data to refine instincts.
• AI-Resourceful: Uses AI tools for exploration, prototyping, and iteration, applying human judgment and adhering to guidelines.
• Creator-Aware: Understands influencer marketing fundamentals and how to build ideas that benefit from a creator's authentic voice.
• Collaborative by Nature: Works well with strategists, creatives, producers, editors, and brand teams.

Qualifications

• Relevant experience in social strategy, social content development, creator marketing, or a related role.
• Portfolio or work examples demonstrating the ability to turn cultural observations and audience insights into social-first brand ideas.
• Strong working knowledge of TikTok and Instagram Reels, including platform-native formats and audience behaviors.
• Experience creating lightweight content, with basic mobile shooting and editing skills.
• Understanding of foundational brand strategy, communication objectives, and social performance metrics.
• Basic familiarity with social listening tools, native platform analytics, and influencer marketing.
• Experience using AI tools for ideation, prototyping, or content workflows.
• Strong writing, collaboration, presentation, and organizational skills.
• Experience with live content, reactive social, small in-house shoots, or e-content is a strong plus.
• Based in Cincinnati or willing to relocate.

Compensation

Starting Pay / Salary Range: $110,000.00 - $165,300.00 / year