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
- 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
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
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
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:
- 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:
- 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.
Social Strategy Lead (Remote/Hybrid) in Manchester employer: NewGen
Join our dynamic agency as a Senior Content Creator & Video Editor, where creativity meets collaboration in a fast-paced environment. We offer a vibrant work culture that encourages innovative thinking and provides opportunities for professional growth, all while working on exciting projects that resonate with audiences across social media platforms. With flexible contract options and a focus on short-form video content, this role is perfect for those looking to make an impact in the digital landscape.
