Creator In Residence (Instagram)

HeyGen•Los Angeles, CA

22h•Hybrid

About The Position

HeyGen is hiring a Creator in Residence to own short-form Instagram content and bring consumer-grade viral instincts to the team. The role creates content both on camera and behind the scenes, shapes the direction and review of Instagram series, and maintains the creative quality bar. The Creator in Residence serves as the creative director and single directly responsible individual for Instagram short-form, appearing as a recurring face of HeyGen’s Instagram and as the human avatars play off. Success is measured by content performance. The role owns Instagram Reels end to end, including the editorial calendar, formats, publishing cadence, creative standards, experimentation, and performance reporting. It develops concepts and viral-inspired formats, appears on camera, directs human talent and avatars, and makes the final decision on what ships. Editors and producers execute production, while this role leads concept development and final review. The role works closely with brand, product marketing, and the avatar team. In the first 90 days, success means launching a consistent and growing avatar daily series, measurably improving Instagram reach and shares, establishing at least one breakout repeatable format, and enabling the team to identify three changes made to how creative is evaluated. The position is hybrid in San Francisco or Los Angeles. HeyGen offers competitive salary, equity, health coverage, and necessary equipment.

Requirements

At least 3 years of experience making short-form social content, including some work in a brand or team setting.
A portfolio showing repeated success with viral short-form videos and meaningful reach, on a personal or brand account.
An audience of 50,000 or more on Instagram, TikTok, or YouTube, or experience running an account that has such an audience.
Strong consumer-oriented instincts and an understanding of what makes short-form content compelling and shareable.
Strong creative taste and the ability to explain and defend creative decisions clearly.
Experience leading a team or crew and making decisions that others execute.
Knowledge of current social trends, sounds, formats, and hooks, with the ability to distinguish trends from fads.
On-camera ability and experience directing on-camera talent; ability to write for performance and guide people toward strong takes.
Editing ability sufficient to make finishing improvements and identify issues, using CapCut, Premiere, or similar tools.
Ability to interpret reach, shares, saves, and retention data and change creative decisions based on performance.

Nice To Haves

Experience making AI-generated or avatar-led content that captured audience attention.
Experience building a recurring series or character that audiences returned to.
Experience growing a brand account from zero in a crowded category.
Experience creating content for a startup, technology product, or the creator economy.

Responsibilities

Own Instagram short-form content end to end, including Reels strategy, editorial calendar, formats, cadence, creative standards, and performance.
Analyze weekly Instagram trends—including formats, sounds, pacing, and hooks—and translate them into repeatable content formats while helping the team develop viral instincts.
Appear on camera as a recurring face of HeyGen’s Instagram; film, host, react, riff, and bring personal presence to the feed.
Direct and coach founders, teammates, and creators on camera, and write and direct avatars so they perform as characters rather than product demonstrations.
Experiment on a regular schedule by shipping a new format every week, reviewing performance, and iterating based on results.
Make the final creative decision on each piece: review cuts, improve work where appropriate, reject pieces that do not meet the bar, and approve what ships.
Own Instagram performance reporting and outcomes, including reach, shares, saves, retention, and follower growth; explain what drives results.
Develop concepts, hooks, premises, formats, and casting; oversee production through collaboration with editors and producers.
Help launch and grow a consistent avatar-led daily series and establish a repeatable breakout franchise.