We are looking for a senior social content professional to lead JOVA’s content quality and short-form growth across social platforms. This person must have proven experience creating or leading content for the U.S. market, strong English, and a deep understanding of TikTok, Instagram Reels, and YouTube Shorts.

The ideal candidate knows how to create content that feels natural, engaging, and culturally relevant to U.S. parents and families. They should be able to combine creative judgment, platform understanding, performance data, and hands-on content ability to help JOVA build a strong social media presence.

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Any applicant who is interested may submit resume w/code HR25 to: Liuxian Zhang, Joyin US Corp., 10415 8th Street, Rancho Cucamonga, CA 91730.

Key Responsibilities

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Own Social Content Quality

Lead the quality of JOVA’s content across TikTok, Instagram Reels, YouTube Shorts, creator content, product videos, and campaign assets. Ensure every piece of content has a clear audience insight, strong opening, engaging structure, and a message that feels relevant to U.S. parents and families.

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Lead Short-Form Content Strategy

Develop and improve JOVA’s short-form video strategy with a focus on platform-native content built for growth. Define repeatable content formats, improve hooks and scripts, guide pacing and editing, and make sure each video gives the audience a reason to stop, watch, engage, and remember the brand.

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Guide Creators and Internal Production

Work closely with creators, influencers, designers, and internal team members to raise the quality of all content outputs. Write or improve briefs, review scripts and rough cuts, give clear creative feedback, and ensure creator/UGC content feels natural, engaging, and aligned with JOVA’s brand voice.

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Manage Content Production Efficiency and Cost

Build a content production system that balances quality, speed, and cost. Track content output, cost per usable asset, creator/content performance, and production efficiency, then recommend which content sources should be scaled, improved, or reduced.

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Create Content Hands-On When Needed

Stay close to the actual making of content and be able to create short-form content directly when needed. This may include writing hooks, scripts, and captions, filming simple product or trend-based content, editing rough cuts, creating example videos, or producing fast-turnaround content for trends, tests, and urgent opportunities.

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Use Performance Data to Improve Content

Review social media performance regularly and turn data into clear creative actions. Identify which hooks, formats, messages, products, and creator styles are working, then use those learnings to guide the next round of content production and improve performance over time.

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Connect Content to Brand Strategy

Ensure JOVA’s content does more than show products. Every piece of content should express the brand’s point of view around joyful, pressure-free play and help build JOVA as a brand that modern parents feel confident choosing and kids are excited to play with.

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Rate of Pay

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• Negotiable

Required Experience

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• 5+ years of experience in social content, content strategy, creative production, short-form video, or social-first brand marketing.
• Proven experience creating, managing, or leading content for the U.S. market is required, preferably for consumer brands - family/kids products, parenting, or FMCG.
• Strong English is required, especially for writing hooks, scripts, captions, creator briefs, comments, and content reports for a U.S. audience.
• Deep understanding of U.S. social media culture, especially TikTok, Instagram Reels, and YouTube Shorts.
• Strong understanding of U.S. consumer behavior, parenting/family content, gifting occasions, retail moments, and seasonal calendar, including back-to-school, summer play, Halloween, Black Friday, Christmas, and birthday/gifting moments.
• Proven ability to create or lead high-performing short-form video content.
• Strong understanding of hooks, pacing, retention, opening frames, storytelling, trend adaptation, and platform-native editing.
• Able to concept, script, brief, shoot, review, and/or edit short-form content when needed.
• Experience working with creators, influencers, designers, agencies, or internal production teams.
• Comfortable reviewing social performance data and turning insights into content improvements.
• Strong understanding of content production cost, creator/UGC pricing, content output planning, and cost-per-usable-asset efficiency.
• Strong creative judgment and ability to explain why content will or will not engage the audience.

Nice to Have

• Experience with TikTok Shop or creator commerce.
• Comfortable using AI tools for script ideation, hook generation, trend analysis, content repurposing, and reporting.
• Experience with long-form content, YouTube, blog/editorial content, email content, or campaign storytelling.

Contact Information

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• Contact Name: June Jiang
• Email: jiangzijun@joyintoy.cn
• Company: Joyin US Corp
• City: Rancho Cucamonga
• State: CA
• Zip: 91730