We’re looking for a Creative Director to be the driving force behind one of the world’s biggest personal development YouTube channels — 6.5M+ subscribers, hundreds of millions of views, and a mission to help people build a life they love.

This is a seat at the creative table – working with me in person, basically every day, to build a world-class content machine that genuinely changes people’s lives.

If your idea of a good time is obsessing over YouTube, bouncing ideas off whiteboards, and knowing that the work you ship will be seen by millions of people, please read on 🙂

Hours: Full-Time

Salary: This is one of the highest leverage roles in the business, and drives the entire business. I’m willing to pay literally whatever it takes to get the absolute best person for the role.

Location: Hong Kong – but we are very open to helping with relocation. I’m looking for someone I work with IRL pretty much everyday.

Deadline for application: I’ll take this posting down as soon as I’ve found the right person.

🚀 What You’ll Be Doing

🎬 Own the Creative Vision

You are the CEO of this media product. You’ll set the strategic direction of the channel — drawing on channel data, competitor research, and platform trends — and translate it into clear weekly and monthly creative priorities. We should be able to ask almost any question about what we’re making and why, and get a confident, evidence-backed answer from you.

💡 Drive the Ideation Machine

You’ll build a systematic, ever-evolving process for generating and evaluating video ideas. You’ll know what the audience wants, what’s trending in productivity, AI, personal development, and business — and you’ll show up every morning with energy, ideas, and a cup of coffee. Part of the job, genuinely, is keeping me inspired and excited to film. That matters.

📦 Master the Packaging

Title. Thumbnail. Hook. These are the things that determine whether a brilliant video reaches 100,000 people or 10 million. You’ll own these decisions with both creative instinct and systematic testing, and you’ll get sharper over time.

🏭 Run the Production Pipeline

End-to-end ownership of long-form production — from idea through to upload. You’ll manage writers, researchers, and editors to a high standard, ensure filming days run effortlessly, and own upload hygiene down to the last pinned comment. The goal: a production machine that feels calm, repeatable, and world-class, publishing 1–2 long-form videos and 3–5 Shorts per week.

📊 Live in the Analytics

Deep mastery of CTR, retention curves, watch time, and traffic sources — and the ability to translate all of it into clear creative decisions. You don’t just report what happened. You explain why, and you tell us what we’re going to do about it.

💰 Drive Commercial Strategy

You’ll own the publishing calendar, protect our creative integrity, and make sure sponsorship integrations feel natural — not jarring. You won’t be winning deals, but you’ll be executing them beautifully: writing sponsor scripts, managing brand communication, and making sure we never put four money videos in a row (we hate that). Ideally, you handle most of this without needing to involve me too much.

🤖 Use AI Like a Superpower

You’re not just “aware of AI” — you actively use it to make our operation smarter and faster. Whether that’s building competitor analytics dashboards with Claude Code, accelerating ideation, or automating parts of the production pipeline, you proactively explore what’s possible and implement what works. If someone watches you work and says “holy shit, how are you doing all that?” — that’s the vibe.

😁 Great to Work With

Finally, you also need to be great to work with and a nice person in general. A key part of this role is keeping me happy lol and enjoying filming videos. We need to vibe in person and have fun while we’re working, because that’s what I’m all about (if you’ve read my book you’ll know all about this 😉)

✅ What We’re Looking For

✅ YouTube native — You’ve spent years watching long-form YouTube. You have favourite creators. You think about the platform instinctively. Ideally you’ve grown a channel (or played a central role in one), but what matters more is that you get YouTube deeply.

✅ Packaging obsession — You can look at any video concept and immediately generate compelling title/thumbnail ideas. You test systematically and your instincts sharpen over time.

✅ Systems thinker — You build processes that scale. You document what matters. You don’t rely on heroics — you build repeatable systems that make high-volume publishing feel calm and sustainable.

✅ Data fluent — You live in YouTube Studio. You know which metrics matter and which are vanity numbers. Most importantly, you translate data into decisions.

✅ AI-forward — You’re genuinely excited about using AI tools to get an edge, and you implement them quickly. The more experience the better, but the willingness to learn and go deep matters even more.

✅ Great vibes — Your friends tell you that you have good energy. You bring creative enthusiasm to the room, especially on the days when I’m tired and wondering why I’m filming another productivity video.

✅ Proactive communicator — We should never have to chase you. You surface problems before they escalate and deliver updates that are actually useful.

✅ High trust, high character — We’re a small, tight team. We’d rather have someone with slightly less experience and extraordinary character than the other way around.

✅ A genuine love for what we do – We make videos to help people build a life they love. If you’re excited about personal development, productivity, and the idea that content can genuinely change someone’s trajectory, this role is perfect.

🎁 What We Offer

🌍 Impact — Your work will directly shape one of the most influential personal development channels on YouTube, reaching millions of people every month.

🧠 Ownership — This is a role with genuine creative and strategic authority. You’ll set the direction and own the outcomes — not execute someone else’s plan.

✈️ Team Retreats — Join us for team retreats to connect, align, and have a lot of fun.

📈 Growth — You’ll be working at the intersection of content, strategy, and business, with access to data, resources, and a platform that most YouTube teams can only dream of.

📩 How to Apply

We’ll review your application and, if we think you’re a great fit, we’ll invite you for an initial screening interview. We’ll close this as soon as we find the right person. So if you’re reading this, the role is still open. Apply! 😊

Fill out the application form 🚀