Website:
tetr.com
Job details:
About TETR
Five years ago, we started Masters’ Union; our vision: to redefine the landscape of business education. We posed a simple question: If aspiring doctors learn from seasoned physicians and budding lawyers learn from legal experts, why shouldn't future business leaders learn directly from industry experts?
After all, can a lecture on Accounting 101 truly compare to the hands-on experience of analyzing real PnL statements?
Today, Masters' Union has an unparalleled curriculum with faculty comprising Industry Leaders and practitioners unlike any other in the country. Our academic council includes CXOs, MDs, Eminent Public Leaders, and even Members of Parliament. In just four years of operations, our flagship PGP in Technology and Business Management has achieved remarkable success, surpassing the placement records of esteemed institutions like IIM Ahmedabad and ISB.
Masters’ Union is now ranked among the top 2 B-schools in the country based on placement records.
With our growing global recognition, we realized that the hands-on experience of building real businesses, which proved to be highly effective for students in India, could offer immense value to aspiring entrepreneurs worldwide.
Thus, the idea of Tetr was born.
Picture this: a business program that isn't just about textbooks and lectures—it's an adventure that spans 7 different countries, with each semester bringing a new destination and a wealth of experience. Imagine studying at iconic institutions like INSEAD, NUS, SDA Bocconi, and IIT and learning from some of the brightest minds in the business world like Dr. Edward Rogers (Former Chief Knowledge Officer, NASA), Mr. Faverie Stephane (Executive Group President, Estee Lauder) and Mr. Saud Swar (CBO, American Express, MENA). From launching eCommerce ventures in Dubai to tackling tech startups in Silicon Valley, our students traverse the globe, building businesses and making a tangible impact. At Tetr, the world is your classroom.
If this excites you, and you resonate with our vision, then we’d love for you to come and build with us.
About this role
We’re looking for a Creative Director – YouTube who knows that YouTube isn’t just another social platform — it’s a storytelling engine, a search engine, a media business and a community. Someone who has actually built and scaled a YouTube channel, understands what makes long-form content click, and knows how to turn an idea into a video that people choose to watch for 10, 20 or even 40 minutes. You should be equally comfortable in a brainstorm, on a shoot and inside YouTube Analytics. You understand titles, thumbnails, hooks, retention, watch time, CTR, audience behaviour and storytelling — and know how all of them work together to make a video perform. You also understand that the YouTube algorithm isn't static. You keep up with how the platform evolves, what audiences are responding to, and how changes in recommendations, discovery and viewer behaviour impact content strategy.
At Tetr, you’ll own the creative vision for our YouTube ecosystem — from long-form documentaries and student stories to founder interviews, podcasts, explainers, series and social-first content — with the ambition of building a YouTube channel that can become a global media property.
You’ll own the journey from idea → concept → script → thumbnail/title → shoot → edit → publish → analyse → iterate.
The Person We’re Looking For
Part Creative Director. Part YouTube strategist. Part storyteller. Part internet obsessive.
Someone who can look at a video with 5M views and immediately ask:
“Why did people click? Why did they stay? And how do we make the next one better?”
You don't just make videos.
You understand the YouTube game.
Specifically, this role will involve
- Defining and leading the creative vision and content strategy for Tetr’s YouTube channel and long-form video ecosystem.
- Building a differentiated YouTube identity across documentaries, student stories, founder content, podcasts, interviews, explainers, series and original formats.
- Developing repeatable content formats and IPs that can scale into a global YouTube property.
- Ensure every piece of content has a clear audience, narrative, hook and reason to exist.
- Conceptualizing and developing high-retention long-form stories around students, entrepreneurs, business, education, travel and Tetr’s global experiences.
- Writing and developing scripts, treatments, story arcs and interview structures.
- Understanding how to create strong openings, narrative tension, curiosity loops and payoffs across 10–40+ minute videos.
- Knowing when to slow down, when to cut, when to introduce a new beat and how to keep viewers watching.
- Turning real-world experiences into stories that feel cinematic, authentic and highly watchable.
- Working closely with the team on titles, thumbnails, packaging, hooks and video concepts to maximise click-through and watch time.
- Understanding and actively using YouTube Analytics to evaluate: CTR, Audience retention, Average view duration, Watch time, Returning viewers, Traffic sources, Subscriber conversion & Viewer behaviour
- Analyzing performance and translate insights into better creative decisions, not just reports.
- Constantly testing different formats, hooks, thumbnails, titles, video lengths and storytelling structures.
- Understanding the difference between making a video that gets clicks and making one that earns the next recommendation.
- Staying deeply informed about YouTube algorithm and product changes, recommendation behaviour, discovery patterns, Shorts vs. long-form dynamics and evolving viewer habits.
- Understanding how changes to YouTube's ecosystem affect content strategy, packaging and distribution.
- Keeping a close eye on leading creators, channels, formats and emerging trends globally.
- Bringing relevant learnings into Tetr before they become obvious to everyone else.
- Directing shoots across documentaries, interviews, founder stories, podcasts, student content and original series.
- Owning the creative process from brief → script → shoot → edit → thumbnail/title → final publish.
- Working closely with editors, producers, writers, cinematographers, designers and motion teams.
- Overseeing post-production to ensure exceptional storytelling, pacing, sound, visual language and narrative quality.
- Ensuring content feels premium without losing the authenticity and immediacy that makes YouTube work.
- Developing content that can travel across India, MENA, Southeast Asia, Europe, LATAM and the US.
- Understanding how storytelling, humour, culture and audience expectations change across geographies.
- Turning Tetr's global student journeys into stories that have relevance far beyond the campus.
- Building a channel that people follow because they love the content, not simply because they know the brand.
Ideal candidate will have
- 5-7 years of experience in creative direction, YouTube content, digital media, entertainment, production, creator businesses or brand storytelling.
- Proven experience building, growing or significantly scaling a YouTube channel.
- Strong portfolio of high-performing long-form YouTube content.
- Deep understanding of YouTube Analytics, CTR, retention, watch time, audience behaviour and content performance.
- Strong understanding of YouTube packaging — titles, thumbnails and hooks.
- Exceptional long-form storytelling and narrative development skills.
- Experience writing, directing and overseeing end-to-end video production.
- Strong creative instincts combined with a deeply analytical mindset.
- Someone who is genuinely obsessed with YouTube — you don't just watch creators, you study them.
- Strong understanding of how organic content grows and what makes viewers click, stay, share and return.
- Comfortable balancing creative ambition with performance data.
- Strong leadership and team management skills.
- Experience working across agency and brand-side environments is a strong plus.
- Exposure to global audiences and international content markets is a strong plus.
- Comfortable working in a fast-paced, ambiguous environment where ideas need to move quickly from concept to screen.
- Willing and excited to travel globally to capture Tetr's stories.
Click on Apply to know more.
