Key Responsibilities and Required Skills for Video Strategist

🎯 Role Definition

A Video Strategist is the architect behind a company's entire video marketing ecosystem. This role is a unique blend of art and science, bridging the gap between creative vision and measurable business objectives. As the mastermind of our video content, you will be responsible for defining what stories we tell through video, who we tell them to, where we tell them, and most importantly, why. You will analyze market trends, audience data, and platform algorithms to build a comprehensive roadmap that guides our creative teams. This position requires a forward-thinking individual who understands that great video isn't just about beautiful shots; it's about creating content that captures attention, builds community, and drives action.

📈 Career Progression

Typical Career Path

Entry Point From:

Video Producer / Editor
Content Creator / Manager
Social Media Manager
Digital Marketing Specialist

Advancement To:

Senior Content Strategist
Head of Content or Director of Content
Creative Director
Director of Digital Marketing

Lateral Moves:

Brand Strategist
Senior Producer
Content Marketing Manager

Core Responsibilities

Primary Functions

Develop, own, and execute a comprehensive, multi-platform video content strategy that aligns with overarching brand goals, marketing campaigns, and audience needs.
Conduct in-depth audience research, persona development, and competitive analysis to identify content gaps and untapped opportunities for video storytelling.
Create and maintain a detailed, cross-channel video content calendar, meticulously planning production timelines, distribution schedules, and promotional efforts.
Define key performance indicators (KPIs) and success metrics for all video initiatives, establishing a robust framework for tracking, measuring, and reporting on performance.
Deeply analyze video performance data—including audience retention, watch time, click-through rates, engagement, and conversion—to derive actionable insights for continuous optimization.
Act as the primary strategic liaison with creative teams, including videographers, editors, and motion designers, guiding the ideation and production process to ensure all content is on-brand and on-strategy.
Author clear and compelling creative briefs for video projects, outlining core messaging, desired tone, target audience, and key takeaways to guide the production team.
Architect and develop distinct content pillars and thematic video series that resonate with specific audience segments and effectively support different stages of the customer journey.
Stay relentlessly current on the latest trends, platform algorithm changes, emerging technologies, and best practices in video marketing, consumption behavior, and social media.
Mastermind the video distribution and amplification strategy, including platform-specific optimization for titles, descriptions, tags, and thumbnails to maximize organic reach and discoverability.
Oversee the end-to-end video lifecycle, from initial concepting and script development through production, post-production reviews, and final launch.
Devise and implement strategies for intelligently repurposing and atomizing long-form video content into compelling micro-content for platforms like TikTok, Instagram Reels, and YouTube Shorts.
Plan, coordinate, and execute live video programming, such as webinars, expert interviews, and community Q&A sessions, to foster real-time engagement and generate leads.
Collaborate with the paid media team to integrate video creative into advertising campaigns, advising on best practices for various ad formats and audience targeting.
Manage and allocate budgets for video production and promotional spend, ensuring all projects are delivered on time and drive a positive return on investment.
Present strategic plans, campaign results, and data-driven insights to senior leadership and key stakeholders, clearly articulating the business impact of our video efforts.
Design and execute A/B tests on critical video elements like thumbnails, headlines, calls-to-action, and video length to constantly refine our approach.
Ensure all video content strictly adheres to brand guidelines, voice and tone standards, legal requirements, and specific platform policies.
Lead and facilitate dynamic brainstorming sessions and creative workshops to generate a pipeline of innovative, audience-first video concepts.
Partner closely with product marketing, sales, and customer success teams to create compelling video content that supports product launches, sales enablement, and customer education.

Secondary Functions

Support ad-hoc data requests and exploratory data analysis related to video trends and audience behavior.
Contribute to the organization's broader content strategy and digital marketing roadmap.
Collaborate with various business units to translate their communication objectives and internal needs into effective video engineering requirements.
Participate in sprint planning and agile ceremonies within the marketing team, representing the video strategy perspective.
Assist in the evaluation and implementation of new video technology, software, and tools to improve workflow and output.
Develop and share video best-practice documentation to empower other teams to create more effective on-brand video content.

Required Skills & Competencies

Hard Skills (Technical)

Deep expertise in video analytics platforms (YouTube Analytics, Vimeo, Wistia) and native social media insights (Meta, TikTok, LinkedIn).
Proficiency with project management software (e.g., Asana, Monday.com, Trello) to manage complex content calendars and production pipelines.
Strong, practical knowledge of Search Engine Optimization (SEO) principles as they apply to video, particularly for YouTube and Google search.
Advanced understanding of social media management and distribution tools (e.g., Sprout Social, Hootsuite, Agorapulse).
Foundational knowledge of video editing software (e.g., Adobe Premiere Pro, Final Cut Pro) to effectively communicate with creative teams and understand production constraints.
Experience with data analysis and reporting, using tools like Google Analytics, Looker, or Tableau to connect video performance to business KPIs.
Familiarity with digital advertising platforms (Google Ads, Meta Business Suite) and the requirements for video ad creative.

Soft Skills

Exceptional Strategic Thinking: The ability to see the big picture and connect video initiatives to core business goals.
Compelling Storytelling: A natural talent for crafting narratives that resonate emotionally and intellectually with an audience.
Outstanding Communication & Presentation: The ability to clearly articulate complex strategies and data-driven insights to diverse stakeholders, from creatives to executives.
Meticulous Organization & Attention to Detail: The capacity to manage multiple projects, timelines, and details simultaneously without sacrificing quality.
Collaborative Spirit: A proven ability to work effectively across different teams (creative, marketing, sales, product) and foster a positive, productive environment.
Innate Curiosity & Adaptability: A genuine passion for learning and staying ahead of the curve in the rapidly evolving digital landscape.
Data-Driven Creativity: The skill to use analytics and performance data to inform and defend creative choices.

Education & Experience

Educational Background

Minimum Education:

Bachelor's Degree or equivalent hands-on experience in a relevant role.

Preferred Education:

Bachelor's or Master's Degree in a related field.

Relevant Fields of Study:

Marketing or Digital Marketing
Communications or Journalism
Film Studies or Digital Media Production
Business Administration

Experience Requirements

Typical Experience Range:

3-7 years of professional experience in content strategy, video production, or digital marketing with a significant focus on video.

Preferred:

A demonstrable portfolio of past video strategies and content, with clear evidence of having driven measurable business results (e.g., subscriber growth, lead generation, audience engagement, sales).
Prior experience managing a content calendar and production pipeline for a recognized brand or creative agency.
Experience working in a cross-functional environment and managing stakeholder expectations.