The Role
Our client is a fast-growing social casino brand building one of the most distinctive communities in gaming — a brand world with fans, rivalries, and community-driven content at its core.
As Social Strategy Lead, you own the social presence end-to-end across seven platforms: Instagram, TikTok, Facebook, YouTube, X/Twitter, Reddit, and Discord. You're not a content creator waiting for briefs — you're the strategic brain setting direction, building the processes, and holding the standard on everything that goes out. The NewGen creative team executes; you make sure every piece of content is sharp, on-brand, and platform-native.
This role can be remote or Hybrid at the candidates preference and would be required for 10 - 15 hours weekly.
The Objective
Build a loyal, growing community — one that identifies with the brand, advocates for it organically, and keeps coming back. Every channel, every post, every process should serve that goal.
What You'll Deliver
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Social strategy & platform direction — Define the role of each channel, the content mix, and how the seven platforms work together — with platform-specific playbooks for tone, format, and what good looks like.
- Process & team direction — Build the operating rhythm from a standing start: briefing templates, approval flows, publishing checklists, and content review processes. Brief the creative team (copywriter, video editor, designer) so output lands first time.
- Quality & brand guardrails — Act as the quality gate before anything goes live — strategically sound, on-brand, compliant, and built for the platform it's going to.
- Performance & optimisation — Own weekly and monthly reporting across all platforms, run structured content experiments with clear hypotheses, and use the data to double down on what works and cut what doesn't.
- Community & creativity — Drive a community-first content philosophy — UGC, fan-generated narratives, rapid-response cultural moments, and platform-native creativity across Reels, TikTok trends, Reddit AMAs, and Discord drops.
Platform Focus
Instagram
Brand authority, hi-fi graphics, Reels discovery, UGC reposts — the flagship window into the brand world
TikTok
Raw community energy, trending audio, creator partnerships — the organic discovery engine
Facebook
Community hub and retention layer — groups, longer-form updates, competition mechanics
YouTube
Long-form storytelling and platform partnerships — the content library that earns trust over time
X
Real-time conversation, cultural moment tie-ins, community banter — commentary with speed
Reddit
Authentic community building in gaming spaces — value-first, never salesy
Discord
The inner circle — live community moments, exclusives, AMAs, loyalty mechanics
About You
You think in strategy, communicate in clarity, and don't wait to be told what's working. You'll definitely have:
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3+ years of social media strategy experience, with brand-side or agency-side ownership of a multi-platform presence
- Proven ability to build processes and operating rhythms — briefing frameworks, content calendars, review flows — from scratch
- Deep platform knowledge across at least five of the seven channels, including Instagram, TikTok, and at least one community platform (Discord or Reddit)
- Experience writing clear, actionable creative briefs that produce strong output from designers, writers, and video editors
- A data-driven approach — you use performance metrics to make decisions, not just reports
Bonus points if you have:
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Experience in gaming, iGaming, social casino, sports, or collectibles brands
- A strong understanding of community-led growth — Discord, Reddit, or creator-driven models
- Familiarity with compliance in regulated categories — knowing what you can and can't say is second nature
- Experience working in or alongside a creative agency environment
What We're Not Looking For
This role is strategy and direction — not content creation. We're not looking for a social media manager who schedules posts (we have a team for execution), someone who needs detailed briefs before forming a view, or a candidate who defaults to safe, generic playbooks. Brand integrity and compliance are everyone's responsibility.
