Social Strategist/Digital Strategist (more on the brand side). Focus: platform behaviors (TikTok/Meta/YouTube), content formats, playbooks & influencers.
Connection/Connections Planner (more on the media side—OOH Vendors/Dentsu Media). Focus: channel roles, communication architecture, translating audience insights into the mix and the asset menu needed per touchpoint.
Define the channel & asset system
Map the role of each channel across the funnel and list the exact asset types required (e.g., YT 6s bumpers for reach; IG Reels 15s for mid- funnel; DOOH 10–15s loops; OOH static with single- minded message & product- centric.
+ Connections/Planning + Content Strategy partner here.
Set content governance & reusability
Collaborate closely with marketing teams to handle OCM campaign including social media channels, scheduling posts, monitoring analytics and ad performance of online content to ensure media reach, content engagement.
Create taxonomies, metadata, and tagging so assets can be reused/resized efficiently across markets and platforms; document best practices/playbooks.
+ This sits squarely with Content Strategists.
Translate specs into briefs
Liaise with Digital Media planner and Ecom team to develop structured assets enhance with business data and a variety of compelling creative ad that work across different Ecom platforms and marketing stages.
Turn the media plan into a Channel–Asset Matrix (sizes, durations, ratios, file weights, copy limits, safe zones) and write channel briefs that explain the creative dos/don’ts per platform. Social/Digital Strategists co- own platform nuances.
Partner with UX/Creative/Production
Work with designers and producers to ensure content enhances the experience and ships on- spec; run pre- flight QA with Ad Ops/OOH vendors.
Produce creative ads including visual and text (copy) for channel’s monthly campaign to drive offsite traffic and support sale based on monthly Ecommerce briefing and plan
Codify & scale
Channel–Asset Matrix: required formats per placement (e.g., 9:16, 1:1, 4:5; :06/:15/:30; max KB; captions; logo rules; OOH bleed/safe area). (Content/Social Strategist + Designer/Producer.)
YouTube: 06 bumpers for reach; :15 skippable for mid- funnel; brand in first 5s; end card 3s.
Meta: 1:1 & 4:5 statics; 16:9 in- stream video and 9:16 short video (:06–:15) with captions; keep text in safe zones.
Concrete example (how they’d spec a cross- channel flight)
Content Governance Guide: taxonomy, tagging, naming, and reuse rules (e.g., language variants, markets, lifecycle status). (Content Strategy.)
Comms/Connections Architecture: the funnel map with channel roles and messaging jobs- to- be- done. (Connections Planning.)
Typical deliverables you’d see at ROHTO
Manage company online assets (Meta/Youtube/Tiktok account) and support brand team in handling advertising policies violation issues and community guidelines
TikTok: 9:16 native edits; creator variants; subtitles burned- in; quick hook (brand/logo)
OOH print: Product- centric, highlight key message, function; high contrast; bleed/safe- area per site pack.These decisions are documented in the Channel–Asset Matrix and Playbooks, then enforced in production/QA.
Platform Playbooks: TikTok hooks, YouTube branding windows, Meta safe- text zones, DOOH motion guardrails, OOH readability standards. (Social/Digital Strategist, with Creative.)
DOOH: 10–15s loop; large type; no fine detail; vendor- specific resolutions.
Build repeatable systems (templates, checklists, guidance docs) and train brand teams so future campaigns follow rules and the best practice of platforms.
Testing Roadmap: asset- level hypotheses (e.g., hook pacing, CTA phrasing, length variants), readouts, and roll- forward rules. (Shared across media + creative; often led by Connections + Social.)
