TikTok & Instagram Reels Strategist

• This role requires a hybrid schedule and will be based in our NYC office (Tuesday through Thursday) and work fully remotely on Mondays and Fridays each week.

• This role requires a hybrid schedule and will be based in our NYC office (Tuesday through Thursday) and work fully remotely on Mondays and Fridays each week.

Great short-form content isn’t luck. It’s timing, taste and judgment. It’s knowing what the platform is about to care about, not what it cared about yesterday. It’s understanding how a trend travels, what makes it stick and when it’s already over. It’s writing a brief that makes the idea obvious before a single frame is shot. That’s this role. The Tik Tok / Instagram Reels Strategist owns the thinking behind TPG’s short-form presence.

You’re deciding what gets made, why it matters and how it ladders up to both editorial and business goals. You track the algorithm like it’s a beat. You build a calendar that’s proactive, not reactive. You turn performance into direction, not just reporting. And you have strong instincts to know when to follow the signal, and when to ignore it.

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• The strategy behind TPG’s Tik Tok and Reels presence: what we make, why we make it and how it evolves
• Collaboration with creators and on-camera talent — you write the brief and set the strategic direction; they execute
• A forward-looking content calendar that connects platform moments, trends and TPG’s editorial priorities
• Clear, usable briefs that translate strategy into something a creator can execute without guesswork
• Ongoing read of the algorithm: what’s being rewarded, what’s losing steam and what that means for us
• Performance analysis that goes beyond surface metrics to actual decisions: what to scale, what to fix, what to stop
• A test-and-learn pipeline: formats, hooks, structures; with real takeaways
• Tight integration with editorial: spotting what in our pipeline should become short-form, and how to make it platform-native
• Competitive awareness: what others in the space are doing and where there’s room for TPG to stand apart
• A clear POV on social SEO: how our content shows up in search, not just in-feed

• 3+ years working in social strategy, with real ownership over Tik Tok and/or Reels for a brand or publisher
• A track record of turning trends and algorithm signals into actual content decisions that perform
• Comfort with data, not just pulling metrics, but translating them into a clear point of view
• Experience running a content calendar in a fast-moving environment
• Strong writing. Your briefs are sharp, your thinking is clear and your recommendations hold up
• Genuine familiarity with points, miles, and travel rewards culture
• Understanding of how social ties to audience growth and revenue, not just engagement
• Experience working within compliance or editorial guidelines for financial or regulated content

• Editing skills (Cap Cut, Premiere or similar). You don’t need to be the creator, but you can step in when needed
• Experience working in a strategist + creator model
• Background in travel, personal finance, affiliate, or performance-driven content

Success in this role looks like a short-form presence that feels intentional, not reactive. The content consistently shows up in the right moments: early to trends, aligned with platform behavior and clearly connected to TPG’s editorial priorities. There’s a strong, recognizable point of view across Tik Tok and Reels, with formats and storytelling approaches that are distinctly “ours,” not interchangeable with competitors.

You can point to what’s working, why it’s working and how that insight is shaping what comes next.

Just…