Variety
51 - 200 employees
Variety is the premier source of entertainment news. Since 1905, the most influential leaders in the industry have turned to Variety for expert film, TV, digital, music and theater business analysis and insights. The venerable brand now boasts a newly enhanced weekly magazine and redesigned website, in addition to a robust events and conferences business, producing over 50 per year. For more, visit www.variety.com
Creative Strategist, TikTok
Job not on LinkedIn
🕒 April 20
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Variety
51 - 200 employees
Variety is the premier source of entertainment news. Since 1905, the most influential leaders in the industry have turned to Variety for expert film, TV, digital, music and theater business analysis and insights. The venerable brand now boasts a newly enhanced weekly magazine and redesigned website, in addition to a robust events and conferences business, producing over 50 per year. For more, visit www.variety.com
📋 Description
• Own the creative strategy for TikTok as a growth channel, identifying how to unlock customer acquisition and conversion through platform-native content. • Develop concepts across organic TikTok, paid TikTok ads, and TikTok Shop to support both awareness and revenue generation. • Translate channel insights into repeatable creative frameworks that can be scaled across products and campaigns. • Dive into TikTok trends, competitor activity, creator formats, comment sections, customer behavior, and platform-native storytelling patterns. • Use TikTok feeds, creator ecosystems, ad libraries, social listening, and other research tools to identify emerging opportunities. • Distil findings into actionable creative angles, hooks, scripts, and briefs that align with our target demographic and business goals. • Build and continuously refine a testing pipeline for TikTok creative, including hooks, formats, concepts, offers, creator styles, and messaging angles. • Partner with internal teams and creators to launch, evaluate, and iterate on new concepts quickly. • Develop TikTok creatives tailored to different stages of the funnel, from awareness and discovery to conversion and purchase intent. • Shape concepts that feel authentic to the platform while still delivering clear performance outcomes. • Identify trends, creator behaviors, editing styles, and storytelling devices that can be adapted into high-performing branded content. • Partner with relevant stakeholders to develop creatives that improve TikTok Shop performance, including product storytelling, offer communication, social proof, and conversion-focused content. • Identify content and funnel bottlenecks specific to TikTok traffic and user behavior.
🎯 Requirements
• 5+ years in DTC creative strategy, performance creative, or growth-focused content development • Strong portfolio showcasing short-form content, direct response creative thinking, and an understanding of what makes content perform in-feed. • Deep familiarity with TikTok as a platform, including content trends, creator dynamics, paid creative best practices, and shopping behavior. • Experience developing concepts across both organic and paid social, with strong instincts for platform-native storytelling. • Strong grasp of creative testing methodologies, including how to evaluate and iterate on hooks, formats, messaging, and visual delivery. • Ability to bridge brand, content, and performance thinking — creating work that is engaging, culturally relevant, and conversion-oriented. • A passion for psychology, storytelling, video, design, and consumer behavior that translates into compelling customer-centric creatives. • Proactive engagement with emerging trends, creators, platform changes, and best practices across TikTok and the wider DTC creative ecosystem.
🏖️ Benefits
• Flexible work arrangements
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