Creative Strategist

The Creative Strategist is responsible for developing and directing video ideas that are creatively strong, editorially relevant and suited to how audiences consume content today.
This is primarily a creative role, with responsibility for shaping projects from concept through production and post-production. The Creative Strategist will also contribute to SPH Media's YouTube strategy, using platform insights and performance data to improve how content is developed, packaged and distributed.
Working closely with newsrooms, producers, directors, editors, designers and our data analyst, the Creative Strategist should be able to see beyond the individual video and understand how each project supports a wider editorial, audience, brand or campaign objective.
The ideal candidate combines strong creative judgement, directing experience and presentation skills with a good understanding of YouTube audiences, platform-native storytelling and content performance.

Creative Conceptualisation and Direction

• Develop original video concepts, formats and treatments for SPH Media brands, editorial franchises, branded content and strategic initiatives.
• Translate editorial, audience and business objectives into clear and compelling creative ideas.
• Direct video productions across formats such as explainers, interviews, features, documentaries, social-first content, branded films and recurring series.
• Shape the creative direction across scripting, visual treatment, production, performance, editing, sound and final delivery.
• Provide clear and constructive direction to producers, production crews, editors, animators and designers.
• Review scripts, storyboards and edits to ensure the work remains creatively coherent, audience-focused and fit for platform.
• Present creative concepts, treatments and recommendations to internal stakeholders, newsroom leaders, clients and partners.
• Contribute to pitches and proposals, articulating how the creative idea supports the wider editorial, audience, brand or campaign objective.

YouTube Strategy and Audience Development

• Work within our YouTube Optimisation team to help define YouTube growth strategies for SPH Media brands and content verticals, aligned with editorial priorities and target audiences.
• Develop platform-native content strategies that influence both what is produced and how it is packaged and distributed.
• Translate audience insights, platform trends and algorithm signals into practical creative and editorial recommendations.
• Drive subscriber growth, watchtime, viewer retention and returning audience across SPH Media's YouTube channels.

Requirements:

• 6+ years of experience in video creative direction, content strategy, agency creative, digital video or related fields.
• Proven experience conceptualising and directing high-quality video content.
• A strong portfolio demonstrating creative thinking, storytelling, visual judgement and versatility across formats.
• Strong presentation and pitching skills, with the ability to clearly communicate and sell an idea.
• Experience working in an agency, creative production company, content studio or similarly fast-paced creative environment.
• Good understanding of YouTube storytelling, packaging, audience behaviour and performance metrics.
• Ability to use data and audience insights to inform creative and editorial decisions.
• Able to understand the wider context of a project, including its editorial purpose, audience journey, brand positioning and campaign objectives.
• Comfortable working with senior stakeholders, clients and cross-functional creative teams.
• Able to balance creative ambition, editorial integrity, audience needs, production realities and performance goals.
• Strong communication, feedback and collaboration skills.