Key Responsibilities and Required Skills for Video Content Manager

🎯 Role Definition

As a Video Content Manager, you are the chief storyteller and strategist for our brand's visual narrative. This role is pivotal in capturing audience attention, driving engagement, and achieving key marketing objectives through compelling video content. You will own the entire video lifecycle, from conceptualization and strategy development to production, distribution, and performance analysis. This is a highly cross-functional role that blends creative vision with data-driven decision-making, managing projects, people, and platforms to build a powerful and consistent brand presence in the digital landscape.

📈 Career Progression

Typical Career Path

Entry Point From:

Video Producer / Associate Producer
Content Marketing Specialist / Coordinator
Social Media Manager (with a heavy video focus)
Videographer / Editor

Advancement To:

Director of Content / Head of Content
Head of Video Strategy
Senior Content Marketing Manager
Creative Director

Lateral Moves:

Content Strategist
Brand Manager
Digital Marketing Manager
Producer (in a larger agency or studio)

Core Responsibilities

Primary Functions

Develop, execute, and continuously refine a comprehensive video content strategy that aligns with marketing goals, brand identity, and audience interests across all digital channels.
Manage the end-to-end video production process, from initial brainstorming, scriptwriting, and storyboarding to overseeing filming, editing, motion graphics, and final delivery.
Own and maintain a detailed video content calendar, ensuring a consistent and robust pipeline of content for various platforms including our website, YouTube, social media, and paid ad campaigns.
Collaborate closely with cross-functional teams, including marketing, product, sales, and design, to create video content that supports their initiatives and tells a cohesive brand story.
Analyze video performance metrics and KPIs (e.g., view-through rate, engagement, click-through rate, conversions) to derive actionable insights and optimize future content for maximum impact.
Manage the video content budget, including resource allocation for freelance talent, production equipment, software licenses, and agency partnerships, ensuring projects are delivered on time and within scope.
Source, vet, and manage a network of external creative partners, such as videographers, editors, animators, and on-screen talent, to scale production capabilities.
Act as the primary brand steward for all video content, ensuring every asset adheres to brand guidelines, tone of voice, and quality standards.
Implement and oversee video SEO best practices across platforms like YouTube and our website to increase organic reach, discoverability, and search rankings.
Lead creative ideation sessions and present video concepts and strategies to internal stakeholders and leadership for buy-in and alignment.
Manage and organize our digital asset library, implementing a clear taxonomy and system for archiving, accessing, and repurposing video content effectively.
Stay at the forefront of video marketing trends, emerging platform features (like TikTok, Instagram Reels, YouTube Shorts), and new production technologies to keep our content fresh and innovative.
Direct and guide video shoots, both in-studio and on-location, providing clear creative direction to the production team and talent to ensure the vision is realized.
Repurpose and re-edit existing video footage into new formats and lengths for different channels, maximizing the value and lifespan of our creative assets.
Develop clear creative briefs for all video projects that outline objectives, target audience, key messaging, deliverables, and timelines.
Oversee the entire post-production workflow, providing constructive feedback on edits, color grading, sound design, and motion graphics to achieve a polished final product.
Create and manage A/B testing plans for video thumbnails, titles, descriptions, and in-video calls-to-action to continuously improve performance.
Partner with the social media team to develop platform-specific video distribution and promotion strategies that drive community growth and engagement.
Prepare and present regular performance reports to leadership, translating complex data into clear narratives about what’s working, what’s not, and strategic recommendations.
Conduct competitor analysis to benchmark our video content against industry leaders and identify opportunities for differentiation and innovation.

Secondary Functions

Support ad-hoc data requests and exploratory data analysis to uncover new content opportunities.
Contribute to the organization's broader content and data strategy and roadmap.
Collaborate with business units to translate their communication needs into clear video project requirements.
Participate in sprint planning and agile ceremonies within the broader marketing and creative teams.

Required Skills & Competencies

Hard Skills (Technical)

Video Production & Editing: Mastery of Adobe Creative Suite (Premiere Pro, After Effects, Audition).
Project Management Software: Proficiency in tools like Asana, Trello, Jira, or Monday.com to manage complex workflows.
YouTube & Social Analytics: Deep understanding of YouTube Studio and native analytics tools for platforms like Instagram, TikTok, and LinkedIn.
Video SEO: Strong knowledge of keyword research, metadata optimization, and ranking factors for video content.
Content Management Systems (CMS): Experience uploading and managing video content within systems like WordPress, Contentful, or similar.
Digital Asset Management (DAM): Familiarity with DAM platforms for organizing and distributing media files.
Camera & Lighting Fundamentals: Solid understanding of camera operation, shot composition, and basic lighting principles.
Scriptwriting & Storyboarding: Ability to translate ideas into compelling scripts and visual storyboards.
Data Analysis & Reporting: Skill in using tools like Google Analytics and spreadsheets to track performance and create insightful reports.
Live Streaming Technology: Experience with live streaming software (e.g., OBS, Streamyard) and platforms is a plus.

Soft Skills

Creative Storytelling: An innate ability to craft compelling narratives that resonate with an audience.
Strategic Thinking: The capacity to see the bigger picture and align video initiatives with business goals.
Cross-Functional Collaboration: A natural talent for working effectively with diverse teams and stakeholders.
Leadership & Influence: Ability to guide creative teams, manage freelancers, and champion video initiatives within the organization.
Exceptional Communication: Articulate, persuasive, and clear in both written and verbal communication.
Adaptability: Thrives in a fast-paced environment and can pivot strategies based on performance data and trends.
Meticulous Attention to Detail: A sharp eye for quality, ensuring all content is polished and on-brand.
Proactive Problem-Solving: Ability to anticipate challenges and find creative solutions independently.
Audience Empathy: A deep understanding of the target audience's needs, behaviors, and motivations.

Education & Experience

Educational Background

Minimum Education:

Bachelor's Degree

Preferred Education:

Master's Degree or specialized certifications in digital marketing or film production.

Relevant Fields of Study:

Marketing / Digital Marketing
Communications / Journalism
Film, Video, or Media Production
Fine Arts

Experience Requirements

Typical Experience Range: 5-8 years of experience in content creation, with at least 3 years specifically focused on video strategy and production management.

Preferred: Demonstrated experience in building and managing a video content program from the ground up. A strong portfolio showcasing a variety of video projects and a proven track record of growing an online audience and achieving marketing KPIs through video content is highly desirable. Experience managing direct reports or a team of freelancers is a significant asset.