Content Lead

About YAAS:

Most brands rent their distribution - through performance marketing, influencers, or something they don’t own. At YAAS, we help brands build distribution they do own.

We do this by building and managing organic media IPs on Instagram and YouTube for them, end-to-end. From deciding what the IP should be and who it should serve, to branding, topics, scripting, presenting, production, editing and channel growth - we assemble dedicated teams that build these IPs like long-term media assets for brands.

Today, YAAS is a team of 300+ people building 100+ channels that collectively generate over a billion views every month. We work with brands like Coca Cola, Zerodha, Zoho, Vodafone-Idea, one8, Nothing, and a lot more.

We believe every brand will need to own its distribution - either by force or by choice. Our goal is to build the media infrastructure that makes that possible.

The Role:

When a brand signs on with YAAS, we build them an organic media IP on Instagram and YouTube that pulls in the audience they care about. As Content Lead, you own that IP - its creative and its growth.

Here's what that means day to day:

• Figure out the format. For a given niche and brand, decide what the channel is and what kind of videos it makes. It has to pull views and sit right with the brand, and you get the brand aligned on it.

• Plan what goes out. Decide each month how many long-form and short-form videos we post, and on what topics.

• Write the scripts.

• Brief the presenter. Tell us what kind of person should be the face of the channel. Our casting team finds them, and you work with them from there.

• Direct the shoots.

• Direct the edit. Set the editing style, guide the editor, and approve final cuts.

• Own the growth. Keep watching the numbers. If the channel isn't growing, change what needs changing - the format, the writing, anything - until it works.

You'll be the sole owner of the channel's growth across both Instagram and YouTube.

What We're Looking For:

• You've built organic video IPs on Instagram or YouTube that pulled real views. Long-form or short-form, any niche.

• We don't care much about years of experience. Some people do more in one year than others do in five. What we want is proof of work: the IPs you've scaled and what you did on them.

• You can take an idea all the way through - format, topics, script, shoot, edit - and you care about how it performs after it goes live.

If your work speaks for itself, we'd love to build IPs with you for some of the biggest brands in the country. When you apply, share links to the channels or pages you've built and a line on what you did on each.

What Success Looks Like:

There's one metric that matters: how the IPs you run are growing, in views and followers.

As a rough guide, a healthy IP goes from 0 to 25K followers in its first 3 months, 50K by month 6, and 100K by the end of year one. That's not a crazy stretch target and it's not a low bar either - it's roughly the median of what we expect, because outcomes are what we promise the brands we work with.

Who You'll Work With:

Every IP has a dedicated pod:

• You - the Content Lead

• Account Manager - handles brand coordination and helps run team operations

• Presenter(s) - the faces of the channel, cast by our team based on your brief

• Video Editor - cuts the videos with you

You'll also have shared teams across YAAS - production, design, sound design and more - to help wherever you need, and our hiring team to find presenters and anyone else the IP needs.

You'll have two reporting lines:

• Account Manager - for operations and management of the IP

• Senior Content Lead - for everything creative. They look after a set of IPs, one of which is yours.

How We Work:

The Hiring Process: