Digital Content Strategist

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The Digital Content Strategist for CNN Underscored is responsible for creating high‑impact, social‑first content designed to drive reach and shares across Tik Tok and Instagram. This role will help us engage users actively seeking to make informed decisions on how they buy, use or own products. Content must translate complex reviews, testing insights and product tradeoffs into clear, useful and trustworthy social storytelling that helps our audience evaluate options and build confidence in decisions.

This role focuses on constant ideation and pitching of new formats, angles, and concepts, then rapidly evolving those approaches based on audience insights and performance data. The strategist partners cross‑functionally with social, editorial, video, and commerce teams to develop, package, and publish content that aligns with Underscored’s brand voice and its service‑driven, decision‑support mission. Success in this role requires balancing creativity with clarity, crafting content that is engaging as well as useful and actionable.

• Social Strategy & Execution:
  Drive Tik Tok and Instagram reach and engagement through content that simplifies decisions, highlights product tradeoffs and delivers clear, actionable value to a high‑intent audience. Independently produce 4-5 vertical video and graphics weekly, programming and posting in‑feed across both platforms. Create daily content for our Instagram story series, translating social first and editorial pieces into high‑performing posts. Maintain a forward‑looking content calendar in partnership with the Social Lead.
  
  Continuously test and refine hooks, captions, thumbnails, and structure to improve performance.
• Creative Development & Pitching:
  Proactively pitch a steady stream of new content ideas, product angles, and franchise concepts that directly support Underscored’s brand and KPI goals. Own and spot timely content opportunities, quickly turning them into relevant social content.
• Cross‑Functional
  
  Collaboration:
  
  Partner with editorial teams to turn articles and reviews into clear, social‑first concepts that preserve the integrity of our testing, expertise and recommendations while making them engaging and immediately informative.
• Data & Reporting:
  Monitor shifts in design, audio, editing styles, creator strategies, and platform trends, then share clear insights and next steps with the team. Track and analyze monthly performance metrics, turning data into actionable recommendations that inform future content and strategy.

• Content Background: 3+ years of experience independently ideating, creating, publishing, and optimizing…