Social Strategy Lead (Remote/Hybrid)

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

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:

• 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.