Content Lead

We have described an ideal set of expectations in the job post so even if you don't meet all the criteria immediately, we could consider you for the role as there will be an assignment and couple more interviews to arrive at the role-fit

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:

As a Content Lead at YAAS, you'll own the creative direction and growth of the organic media IPs we build for brands. You decide what the IP is, what it says, and how it looks and feels.

Your work spans four areas:

• Format and creative direction. When a brand comes on board, you define the format of the IP: the kind of content it makes, the audience it's built for, and how it stands apart in its niche. You bring the brand along on this, so the format can pull views while staying true to what the brand stands for.
• Content and writing. You build the content plan across long-form and short-form, decide what the IP talks about, and write the scripts that bring it to life.
• Production and post-production. You set the creative direction on shoots and in the edit, shape the IP's visual and editing style, and sign off on everything that goes live. You also define the kind of presenter the IP needs and work closely with them once they're cast.
• Growth. You're the sole owner of the IP's growth on Instagram and YouTube. You keep a close eye on how it's performing, and when something isn't working, you change it until it does. That could mean the format, the writing, the presentation, or anything else.
  
  

You'll have a dedicated team and the support of YAAS's shared teams behind you, but the creative calls, and the results they drive, are yours.

What We're Looking For:

• Experience building organic media IPs on Instagram or YouTube that have pulled real viewership. They can be long-form or short-form, in any niche.
• A track record you can point to. We don't hire on years of experience, because some people do in one year what takes others five. What matters is proof of work: the IPs you've built or scaled, and the part you played in them.
• The ability to take an idea all the way from format to script to shoot to final edit, with a strong instinct for what makes content work on the internet.
  
  

If your work speaks for itself, we'd love to have you build IPs with us. When you apply, please share links to the IPs you've worked on and a short note on what you contributed to each.

What Success Looks Like:

The clearest measure of a Content Lead's work is the growth of the IPs they lead.

Over time, success also means building IPs that become reference points within YAAS: formats and learnings that other teams pick up and build on.

Who You'll Work With:

Every IP at YAAS is run by a dedicated pod:

• Account Manager: owns brand coordination and team operations for the IP
• Presenter(s): the faces of the IP, cast by our team based on the brief you define
• Video Editor: handles post-production end to end, from the edit through to motion graphics and animation
• Content Lead: you
  
  

Beyond the pod, you'll draw on YAAS's shared teams, including production, design and sound design. Our hiring and casting team will help bring in presenters and any other talent the IP needs.

You'll have two reporting lines. For the operations and management of the IP, you'll report to the Account Manager. For everything creative, you'll report to a Senior Content Lead, who oversees a group of IPs, including yours.

Growth Path:

Most Content Leads start with a single IP in a particular niche. The first goal is to crack it. Once you do, you'll take on more IPs, either in the same niche or in ones close to it.

From there, the role can grow in a few directions:

• Across niches. If you show you can crack IPs in any niche, you can grow into a Senior Content Lead role, overseeing a basket of IPs and the teams behind them.
• Deep in one niche. If you'd rather go deep in one category, you can take on more IPs within it over time and grow into heading that niche for YAAS. Every IP that comes into that niche would be run by you, along with the teams that build them.
• As an individual contributor. If managing teams isn't for you, you can keep building IPs yourself and take on bigger, more ambitious ones as you go.
  
  

YAAS works with some of the biggest brands in the country and has grown 30x in the last two years, with a lot more growth ahead. If you can crack your first IP, and then a few more, there's very little limit on how far you can take this role.

How We Work:

YAAS runs on a dedicated team model: every IP has its own pod, supported by shared teams across production, design and sound design.

Over time, people here build expertise in different niches. Some do their best work in health content, others in tech or finance. We keep track of where each person's strengths lie, and that shapes which new IPs they take on.

The best part of working at YAAS is the osmosis. With 100+ channels across different niches running under one roof, and most of what makes content work not being tied to any one niche, there's a constant flow of learning between channels and between people. Every IP sits on a company-wide leaderboard, and what's working on one channel quickly gets picked up and tried on others. That's a big part of what makes the office a fun place to be.

The Hiring Process:

• Discovery call. An open conversation about your work, what you're looking for, and where you could contribute most at YAAS.
• Assignment (if needed). For some roles, we'll share an assignment that gives us a sense of how you think and build.
• Final round. If things go well and expectations line up, you'll meet one of our founders.
  
  

From there, we move to close. We're often hiring across several teams, niches and IPs at once, so timelines depend on where the fit is. We'll work that out together as the process goes on.

A job post description details your day-to-day at YAAS. Given that creative work is often quite collaborative, there could be some days where you do more than what this job description says. We hope you'll go above and beyond on some of those days.