One of the largest air filter manufacturers in the United States
About the Company
Our client is one of the largest air filter manufacturers in the United States [FLAG: "one of the largest in the US" is a distinctive market-position claim, confirm OK to post publicly], but the content opportunity extends far beyond one company. The founder operates businesses, evaluates acquisitions, invests, visits factories, solves leadership problems, and makes real decisions about people and money. His media platform documents that journey for an audience of entrepreneurs and aspiring entrepreneurs.
The founder is building a fast-growing personal media brand around what he actually does: building businesses, manufacturing, investing, acquiring companies, and operating. Long-form is already gaining significant traction, with 200,000+ YouTube subscribers, multiple million-view videos, and more than 2 million combined YouTube views in the past month.
Role Overview
This is a full-time, permanent Short-Form Creative Director role, New York City preferred, with West Palm Beach or Miami also great options, exceptional candidates elsewhere will be considered.
This is the first internal hire dedicated to the founder's personal brand, turning short-form into an audience acquisition engine of its own. This person will own creative strategy across TikTok, Instagram, LinkedIn, and X, developing native concepts, identifying compelling stories from the founder's businesses and day-to-day experiences, and selectively transforming long-form material into content built specifically for short-form.
This person will have access to podcast and YouTube content, factory visits, acquisitions, investing conversations, travel, archive footage, and the founder himself when an idea deserves an original recording. The raw material is there, the job is knowing what matters and making people care about it.
Who They're Looking For
- Demonstrated organic short-form results, ideally for an individual creator, creator-led business, or their own successful accounts.
- Understands hooks, storytelling, curiosity, retention, editing rhythm, platform behavior, and audience psychology.
- A creative thinker first. Editing can be outsourced, this hire is about deciding what should be made and how it should be structured.
- Genuinely interested in entrepreneurship, business, investing, and finance, and can make those topics accessible to a broad audience.
- Uses retention and performance data to understand why content worked or failed and applies those lessons to the next piece.
- Proactive and opinionated. Brings ideas rather than waiting for assignments and is comfortable pushing back when believing something won't work.
- Cares more about making exceptional content than maximizing posting volume.
Title matters less than the work. Candidates might currently run short-form for a creator, work as a creative strategist or senior editor inside a creator business, specialize in short-form at a YouTube-native agency, or be building successful accounts of their own.
Responsibilities
- Own the creative direction for organic short-form across TikTok, Instagram, LinkedIn, and X.
- Develop native short-form concepts and prompts the founder can quickly record.
- Mine YouTube and the podcast for standout moments and rebuild them as native short-form rather than simply clipping them.
- Identify content opportunities from factory visits, acquisitions, investments, leadership challenges, business decisions, and everyday moments.
- Build repeatable formats and franchises that create a recognizable creative identity.
- Test hooks, topics, structures, and formats, using performance and retention data to continuously improve.
- Direct editors and freelancers as needed while retaining creative ownership.
- Collaborate weekly with the long-form team on shared topics and opportunities.
What Success Looks Like
In the first 30 days, an audit of existing content and a clear short-form creative strategy.
By 90 days, improved median views, several pieces outperforming the historical baseline, and a repeatable system for producing native ideas and selectively leveraging long-form.
Within 12 months, short-form should be a meaningful audience acquisition engine with regular six-figure-view pieces, seven-figure breakouts, meaningful organic follower growth, and a recognizable creative style.
Success will be measured through median views, breakout frequency, follower growth, followers generated per million views, and performance against the historical baseline.
