Job Description
CONTENT STRATEGIST & PRODUCTION LEAD A leading Nigerian real estate and construction creator brand - Lagos, Nigeria
Employment Type: Full-time
Work Location: On-site, Lagos
Compensation: Discussed at offer stage
ROLE OVERVIEW
We are looking for a Content Strategist & Production Lead to own the strategy, planning, production, and performance of our content across YouTube, Instagram, TikTok, Facebook, and X.
This is a hands-on, high-performance role. You will combine audience intelligence, content strategy, creative judgment, production management, and execution to determine what the brand should create, why it should create it, and how it should be produced and distributed.
You will own three core areas:
The Read: Understand what the audience is asking, what content is performing, what is changing across platforms, and what those signals mean for our next content decisions.
The Calendar: Turn those insights into a clear, consistent, five-platform content calendar that is planned and locked ahead of time.
The Floor: Lead our in-house videography team, coordinate shoots, manage production standards, and oversee the editing pipeline through final approval.
You are expected to make informed content decisions rather than simply wait for instructions. In weekly reviews, you should be able to clearly explain:
What is the audience telling us? What does the data show? What should we make next? What format should we use? Why?
Once a direction is approved, you are responsible for driving execution and ensuring it gets delivered to the required standard.
This is not a hands-off strategy role. You will also create content yourself, particularly carousels, captions, repurposed assets, and platform adaptations, using the AI tools provided by the Company.
You will not be responsible for writing the Founder's on-camera scripts. You determine the topic, angle, evidence, and hook territory; the Founder owns his words and delivery.
The marketing function owns the funnel, email sequences, DM automation, attribution, and brand-deal pipeline. Your responsibility is to consistently generate the audience attention and content performance that support those functions.
Because production involves physical shoots, studio work, and on-location filming, this is an on-site role. Remote or hybrid work is not available for this position.
KEY RESPONSIBILITIES
• Audience Intelligence & Content Strategy
• Monitor audience comments, recurring questions, platform analytics, and content performance on a weekly basis.
• Maintain a running map of audience questions, interests, content gaps, and emerging opportunities.
• Identify topics and themes that deserve further content development.
• Analyse content performance and translate insights into actionable editorial decisions.
• Bring clear decision packages to weekly reviews covering: The issue or opportunity, Supporting data/evidence, Potential approaches, and Recommended direction.
• Recommend when to introduce, change, or retire content formats and series based on performance.
• Continuously improve the content strategy based on audience behaviour and platform data.
• Content Creation
• Produce Instagram carousels, captions, written content, and repurposed assets directly.
• Use the Company's AI tools to accelerate research, ideation, drafting, repurposing, and analysis.
• Review, fact-check, edit, and refine AI-generated content before publication.
• Work from the Company's existing content library and internal frameworks, adapting existing materials to current audience needs and performance insights.
• Develop topic briefs for on-camera videos, including: Subject, Angle, Audience relevance, Supporting evidence, Hook direction and Intended outcome.
• Adapt content appropriately for each platform rather than simply reposting the same asset everywhere.
• Production & Team Leadership
• Lead and coordinate the Company's three-person in-house videography team.
• Manage daily assignments, shoot schedules, production standards, and accountability.
• Prepare and maintain shoot plans, shot lists, hooks, B-roll requirements, and retake requirements.
• Attend and actively manage shoots both in the studio and on location.
• Ensure the team captures footage that meets the required creative and technical standards.
• Coordinate the editing workflow from footage submission through final approval.
• Brief editors clearly and provide structured feedback on cuts.
• Review every final cut and approve content before publication.
• Ensure footage, project files, edits, and final assets are properly organised and archived.
• Maintain a clear production pipeline so there are no avoidable delays, missing footage, or uncertainty about final versions.
• Content Calendar & Platform Management
• Develop and maintain the five-platform content calendar covering: YouTube, Instagram, TikTok, Facebook, and X.
• Maintain a consistent publishing cadence across all platforms.
• Lock the content calendar at least 24 hours in advance.
• Ensure all content is reviewed and publication-ready before scheduling.
• Research emerging trends, relevant industry topics, collaboration opportunities, and new content formats.
• Identify opportunities across real estate, construction, architecture, property investment, and related areas.
• Handle pre-production planning, including logistics, scheduling, and shoot readiness.
• Community & Audience Direction
• Own the strategic direction of public comments across YouTube, Instagram, TikTok, Facebook, and X.
• Identify comments that should: Receive a direct response, Be escalated to the Community VA, Become future content, and Inform audience or content strategy
• Segment the audience into relevant groups, including first-time builders, land buyers, investors, developers, and industry professionals.
• Determine which audience segments the content calendar should prioritise each week.
• Turn recurring audience questions into content briefs.
• Identify opportunities where one strong piece of content can address questions repeatedly appearing across the community.
• DMs remain the responsibility of the client-relations function.
• Brand Voice & Editorial Direction
• Develop a strong understanding of the Founder's communication style and brand voice.
• Maintain consistency in tone, messaging, positioning, and editorial standards across published content.
• Participate in a structured 60–90 day voice-transfer period during which the ability to independently maintain the Founder's written voice is developed and assessed.
• Maintain a documented review trail during the voice-transfer period.
• Set the editorial direction week by week.
• Recommend strategic content pivots using evidence-based decision packages rather than status reports.
• Conduct quarterly audits of the content bank against the Company's internal frameworks and content-value standards.
• Identify content gaps and develop plans to address them.
• Maintain a target of 65–70% value-first content.
Value-first content refers to educational, informative, problem-solving, or insight-driven content that provides meaningful audience value rather than directly selling a product or service.
• Conversion Awareness — Not Funnel Ownership
• Review weekly conversion and marketing performance reports provided by the marketing function.
• Use conversion insights to inform future content decisions.
• Create platform-appropriate calls to action where applicable.
• Understand differences in CTA behaviour across platforms.
• Maintain the Company's public-content principle that selling does not take place directly through public value-first content.
• Work with the marketing function to ensure content generates the attention and audience engagement required to support the wider funnel.
WHAT WE PROVIDE
• Fully equipped studio with professional cameras, production equipment, editing tools, and software.
• In-house videography team reporting to this role.
• Paid access to leading AI tools, including Claude, ChatGPT, and other tools provided by the Company.
• Direct access to the Founder and a defined daily review window.
• Opportunity to take significant ownership of the Company's content engine.
• Performance bonus tied to content and community outcomes, with structure determined at offer stage.
• HMO after successful completion of probation.
• Annual leave in accordance with applicable Nigerian employment requirements.
REQUIREMENTS
We are looking for someone who can demonstrate both strategic thinking and execution ability.
Essential
• Experience in content strategy, digital marketing, content production, or video production management.
• Experience managing or coordinating shoots rather than simply scheduling them.
• Demonstrated ability to use audience feedback and analytics to influence content decisions.
• Ability to provide a practical example of a time when data caused you to start, stop, or change a content format and explain the result.
• Experience leading or coordinating videographers, editors, or other creative professionals.
• Strong writing and editorial judgment.
• Ability to identify and correct content that does not match the required brand voice.
• Strong understanding of audience segmentation and content positioning.
• Proficiency across major social media platforms.
• Understanding of YouTube SEO, Instagram and TikTok growth, and X content/thread strategy.
• Strong organisational and project-management skills.
• Ability to manage schedules, files, shot lists, production workflows, and deadlines without constant supervision.
• Strong problem-solving and decision-making ability.
• Willingness to work on-site and actively participate in production.
• Willingness to use AI tools as part of the daily workflow.
Advantage
• Experience in real estate, construction, architecture, property investment, or a related industry.
• Experience working with a founder-led brand.
• Experience managing a high-volume content operation.
• Experience using analytics and reporting tools to inform content strategy.
• Experience with AI-assisted content production.
WHAT THIS ROLE IS NOT
Not the Founder's Scriptwriter
You determine what the Founder should talk about and why. You develop the topic, angle, evidence, and hook direction. The Founder owns his words and delivery.
Not a Remote or Hybrid Role
Production happens in person. You are expected to be present for shoots and actively manage the production floor.
Not a Content-Distribution VA Role The role requires strategic decision-making, creation, production management, and performance ownership. Distribution and routine community support have separate responsibilities.
Not the Funnel Owner
Email sequences, DM automation, lead magnets, attribution, and funnel infrastructure are owned by the marketing function.
Not the Brand-Deal Closer
Brand partnerships are handled by the marketing function.
Not a Junior Coordinator Role
You are expected to analyse information, make recommendations, take ownership, and drive execution.
Not a Hands-Off Strategy Role
You are expected to create, coordinate, review, and ship content—not simply produce strategy documents.
WHO SHOULD APPLY
You may currently be working in another organisation and feel that your current role is no longer challenging enough.
You should be someone who can already execute but wants greater ownership, responsibility, and room to grow.
We do not require you to have every skill on day one. We would rather hire someone who has strong fundamentals, sound judgment, and significant ambition than someone who has extensive experience but limited drive.
If you are missing a specific skill but demonstrate the ability and willingness to learn, we are open to developing you.
However, learning must translate into measurable progress.
You will have a 90-day development and performance window, with formal checkpoints at 30, 60, and 90 days.
The expectation is simple
Learn quickly. Apply what you learn. Improve continuously. Take ownership.
HOW THIS ROLE WORKS — AI, LEARNING & ACCOUNTABILITYAI Is Part of the Job
This is an AI-forward role.
You are expected to use AI tools every working day to improve the speed, quality, and depth of your work.
This may include
• Content research
• Audience analysis
• Ideation
• Content drafting
• Repurposing
• Content analysis
• Data interpretation
• Competitive research
• Content planning
• Workflow improvement
The Company provides access to paid AI tools. You are responsible for learning how to use them effectively and, importantly, applying your own judgment to verify and improve their output.
AI does not replace judgment.
You are accountable for the final output.
Learning & Development
We are open to candidates who do not have every required skill but demonstrate strong learning ability and ambition.
The first 90 days will include structured 30-, 60-, and 90-day checkpoints to assess:
• Ability to learn
• Quality of execution
• Ownership
• Strategic thinking
• Production management
• Content performance
• Ability to work independently
The expectation is not that you know everything immediately. The expectation is that you demonstrate measurable progress within a defined timeframe.
PERFORMANCE & ACCOUNTABILITY
This is a performance-based role with clear expectations from the beginning.
You will not simply be measured on how busy you are or how many pieces of content you produce.
You will be measured on the quality, consistency, performance, and strategic impact of the content system you own.
Performance will be reviewed at 30, 60, and 90 days, and subsequently on an ongoing basis.
KEY PERFORMANCE INDICATORS (KPIs)Content Production
• Minimum target of 3 short-form videos per day and 1 long-form video per week, subject to production capacity and quality standards.
• Carousels, captions, repurposed assets, and platform-specific adaptations produced consistently.
• Content prepared for all five platforms where appropriate.
• Content calendar locked at least 24 hours in advance.
Content Quality
• Nothing publishes without appropriate quality assurance.
• Content must meet required standards for:
• Brand voice
• Accuracy
• Format
• Platform suitability
• CTA
• Production quality
Content Performance
Performance will be evaluated using relevant metrics including:
• Reach
• Saves
• Shares
• Engagement
• Audience growth
• Content retention
• Leads and other relevant conversion indicators
Quantity without quality is not considered successful performance.
Strategic Performance
• Demonstrated ability to use audience feedback and analytics to change content decisions.
• Successful identification and development of content opportunities.
• Consistent improvement in content performance.
• Maintenance of the 65–70% value-first content ratio.
• Successful development of the Founder's written brand voice to the point of independent execution within the agreed 90-day period.
• Effective leadership of the in-house production team.
• Consistent and reliable production workflow.
You own the content calendar, the production team, the editorial direction, and the metrics that the content function can reasonably influence.
APPLICATION PROCESS
If this job description was sent to you by email, simply reply to that email.
Your subject line should contain:
CS Application — [Your Full Name]
If you are applying directly, send your application to:
cogentcareers2025@gmail.com
Please include
• CV — maximum 2 pages
• A one-paragraph note describing one piece of content you produced end-to-end—from idea, through production and editing, to publication—that you are particularly proud of.
• If you were referred, include:
• Referred by: [Full Name + Phone Number or Email]
Referral information must be included in the initial application and cannot be added retrospectively.
Work Location: Lagos, Nigeria — In Person
Application Question(s)
• Are you proficient in using AI to perform daily tasks from data gathering to intrepretation to actionable data driven decisions?
Work Location: In person
