Key Responsibilities and Required Skills for Video Marketing Consultant

🎯 Role Definition

As the Video Marketing Consultant, you will work with clients or internal stakeholders to assess current video marketing capabilities, develop strategic video roadmaps, guide the creation and distribution of video assets, measure performance and refine video-led campaigns to support customer acquisition, retention and brand differentiation. You will serve as both the strategic advisor and hands‑on practitioner who ensures video content drives impact across multiple channels.

📈 Career Progression

Typical Career Path

Entry Point From:

Senior Video Producer / Editor
Digital Marketing Manager with video focus
Video Content Strategist

Advancement To:

Director of Video Marketing Strategy
Head of Content & Video Growth
VP of Marketing Communications & Video

Lateral Moves:

Video Production Director
Creative Strategy Consultant (Video)
Digital Media Consultant

Core Responsibilities

Primary Functions

Conduct detailed audits of a client’s or organisation’s existing video content, platforms, distribution channels and performance metrics; identify strengths, weaknesses and opportunities for optimisation.
Develop and present a comprehensive video marketing strategy that aligns with brand goals, target audience personas, funnel stages, channel priorities and KPIs.
Define the video content roadmap: types of videos (explainer, testimonial, product demo, webinar, live stream), platform‑specific formats, production timelines and budget requirements.
Advise on the end‑to‑end video production process: concept, scripting, storyboarding, shoot planning, editing, motion graphics, audio design, colour grade and final delivery.
Collaborate with stakeholders across marketing, product, creative and sales to ensure video assets support campaign objectives, brand messaging and conversion goals.
Select, onboard and manage external video production vendors, freelancers and studios; negotiate contracts, set quality standards, track deliverables and ensure cost‑efficient execution.
Recommend and implement a video asset library or digital asset management system to organise raw footage, masters, edits, thumbnails, metadata and ensure future re‑use and scalability.
Develop and optimise video distribution plans across owned, earned and paid channels (YouTube, social, website, landing pages, ads) to maximise reach, engagement and conversion.
Implement video SEO and optimization best practices: keyword research for video titles/descriptions, tagging strategies, thumbnail testing, captioning and accessibility compliance to increase discoverability.
Define, build and monitor dashboards for video performance: views, watch time, retention, click‑through, conversion rate, bounce rate, cost per view/acquisition and ROI; translate metrics into actionable insights.
Run A/B or multivariate tests on video formats, thumbnail designs, length, call‑to‑action placement and distribution timing; iterate quickly to scale high‑performing video variants.
Advise on and integrate marketing technology tools related to video analytics, playback tracking, lead capture, data attribution and workflow automation between video production and marketing systems.
Provide consulting support on live video or streaming strategies, interactive video formats (e.g., IG/YouTube Shorts, TikTok, webinars), and emerging technologies (e.g., AR/VR, immersive video).
Train and enable internal client teams: best practices in video storytelling, production workflow, editing tools, distribution strategies, performance analysis and optimisation culture.
Oversee budget planning and cost‑management for video initiatives: forecast spend, allocate resources between production and media, track actuals and drive efficiencies.
Manage change‑and‑adoption processes for video programmes: build business cases for investment, collaborate with change‑management stakeholders, align team roles, processes and KPIs accordingly.
Integrate video marketing into broader marketing and commercial strategies: collaborate with demand‑gen, product launches, brand campaigns, channel partners and customer success initiatives.
Consult on cross‑platform consistency and brand integrity: ensure visual, audio and messaging cohesion across video assets, design systems and distributed formats.
Conduct ongoing competitive and market research: monitor competitor video outputs, channel innovations, viewer behaviour trends, platform algorithm changes and advise on strategic responses.
Provide executive reporting: present video strategy, performance results and strategic recommendations to senior leadership; link video outcomes to business KPIs such as pipeline, revenue, retention and customer LTV.
Support ad‑hoc consulting engagements: rapid video audits, pitch support, vendor selection, crisis video communications or special campaign consultancy for clients or internal business units.

Secondary Functions

Support ad‑hoc data and video performance requests or exploratory analysis for business units, campaign teams or leadership.
Contribute to the organisation’s marketing roadmap by providing insights from video programmes, audience behaviours and production efficiencies.
Collaborate with product, sales, UX and customer success teams to translate video engagement feedback and user behaviour into product features, service enhancements or campaign refinement.
Participate in continuous improvement initiatives: recommend new tools, streamline video production workflows, improve asset tag‑and‑reuse, and refine attribution and measurement frameworks for video marketing.

Required Skills & Competencies

Hard Skills (Technical)

Demonstrated expertise in video production: filming, lighting, sound recording, camera operation, editing, motion graphics and post‑production workflows.
Proficiency in video editing and production software (e.g., Adobe Premiere Pro, After Effects, Final Cut Pro, DaVinci Resolve) and ability to guide vendors or internal teams.
Strong grounding in video SEO, distribution optimisation, platform best‑practices (YouTube, TikTok, Instagram Reels, LinkedIn Video) and metadata/thumbnail testing.
Experience with performance measurement tools and analytics dashboards: Google Analytics, YouTube Studio, video tracking platforms, attribution modelling and ROI calculation.
Ability to design, execute and interpret A/B or multivariate experiments on video assets, distribution timing, format and channel mix to drive growth.
Experience building and maintaining video asset libraries, managing digital file workflows, version control, metadata tagging, re‑use and archiving.
Understanding of marketing technology stack and integrations: CRM, marketing automation, tagging, lead capture from video, data attribution across channels.
Strong project management skills: ability to plan, schedule, track multiple video initiatives, manage vendors/freelancers, budgets, timelines and deliverables.
Ability to synthesise market, competitor and audience insights into strategic video recommendations and creative production solutions.
Comfortable advising and training internal teams or clients on video best practices, change adoption, and performance optimisation.

Soft Skills

Strategic thinking and advisory mindset: able to translate business objectives into video strategy, guiding clients or teams with clarity and credibility.
Excellent communication and presentation skills: able to articulate video concepts, outcomes and strategic recommendations to a wide range of stakeholders including executives.
Collaboration and influencing: works effectively across marketing, creative, product, sales, agency and executive teams, navigates matrix environments and builds consensus.
Creative storytelling and visual sensitivity: understands narrative structure, pacing, audience engagement, and tailors video to brand and platform.
Analytical mindset and data‑driven decision making: uses insights, experimentation and metrics to guide video production and distribution.
Leadership and facilitation: mentors internal or vendor teams, leads by influencing, fosters continuous improvement and manages change.
Adaptability and innovation: thrives in dynamic environments, embraces new video formats, platforms and technologies and pivots strategy as needed.
Attention to detail and quality focus: ensures consistency, brand compliance, production excellence and asset readiness across formats and channels.
Time‑management and prioritisation: manages competing priorities, shifting campaign deadlines and high‑volume video production schedules.
Client‑centric orientation: deeply understands the needs of internal clients or external clients, builds trust, provides value and drives business‑outcomes focus.

Education & Experience

Educational Background

Minimum Education:

Bachelor’s degree in Video Production, Film, Communications, Marketing, Digital Media or a related field.

Preferred Education:

Master’s degree or advanced certification in Digital Marketing Strategy, Video Production, Media Technology or a related discipline.

Relevant Fields of Study:

Film & Video Production
Digital Media & Marketing Technology
Marketing Strategy & Analytics
Storytelling & Visual Communication

Experience Requirements

Typical Experience Range:

4 to 8 years of experience in video production, digital marketing or content strategy roles, with demonstrated impact through video assets.

Preferred:

Proven track record of advising clients or internal stakeholders, scaling video marketing programmes, driving measurable outcomes (engagement, conversion, retention) and managing cross‑functional video initiatives.

Key Responsibilities and Required Skills for Video Marketing Consultant