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Luther Automotive is looking for a creative, charismatic Social Media Content Creator and Brand Personality to make LutherAuto.com one of the most recognizable automotive brands in the market.

This is not a traditional social media management position, and we are not looking for someone to simply post vehicle specials or repurpose dealership advertisements. We want someone who understands what earns attention on TikTok, Instagram Reels, YouTube Shorts, Facebook, and emerging platforms—and can consistently create entertaining, relevant content that people genuinely want to watch and share.

Our traditional brand campaigns use television, streaming, radio, and billboards to keep LutherAuto.com visible throughout the market. This position will bring that same awareness strategy to social media by creating high-volume, platform-native content capable of generating reach and repetition more efficiently than traditional media.

The goal is simple: create engaging content that keeps the LutherAuto.com name in front of as many people as possible.

• Serve as an on-camera personality and recognizable social presence for LutherAuto.com
• Develop original concepts for short-form videos, recurring series, challenges, interviews, reactions, and automotive entertainment
• Create content designed around how social platforms distribute and recommend videos
• Film at Luther dealerships, community events, local destinations, and other relevant locations
• Turn vehicles, dealership employees, customers, automotive trends, and everyday situations into entertaining content
• Incorporate LutherAuto.com naturally and consistently without making every video feel like an advertisement
• Write, film, edit, caption, and publish content across major social platforms
• Test different formats, hooks, topics, posting schedules, and creative approaches
• Respond quickly to relevant trends while maintaining Luther Automotive’s brand standards
• Review performance data and use it to improve future content
• Collaborate with the marketing team while independently driving the day-to-day creative process

This position will be evaluated primarily on attention and brand visibility—not immediate vehicle sales or lead volume.

Key measures may include:

• Total reach and video views
• Cost per thousand impressions compared with traditional brand advertising
• Audience growth and repeat viewership
• Watch time and completion rate
• Shares, comments, saves, and other engagement
• Frequency of LutherAuto.com brand exposure
• Growth in branded searches, direct website traffic, and overall brand awareness
• Development of repeatable content formats that consistently perform

The ideal candidate:

• Is naturally engaging, likable, quick-thinking, and comfortable on camera
• Understands what makes people stop scrolling and continue watching
• Has strong instincts for humor, storytelling, timing, and internet culture
• Can make automotive content interesting even to people who are not currently shopping for a vehicle
• Understands the difference between content made for social media and traditional advertising placed on social media
• Is comfortable experimenting, learning from unsuccessful ideas, and producing consistently
• Can balance creativity and personality with the standards of a large, established organization
• Is self-directed, dependable, and able to take an idea from concept through publication
• Understands that authenticity and entertainment often outperform highly polished corporate content

Automotive experience is helpful, but it is not required. Strong creative instincts, an engaging personality, and demonstrated social media ability are more important.

• Experience creating short-form content for TikTok, Instagram Reels, YouTube Shorts, or Facebook
• A portfolio or personal account demonstrating strong content instincts
• Basic video production and mobile editing experience
• Familiarity with social analytics and performance metrics
• Experience interviewing people or creating unscripted content
• Knowledge of the automotive industry, Minnesota culture, or local communities

Luther Automotive is one of the Midwest’s largest automotive groups, representing dozens of dealerships and brands. LutherAuto.com gives shoppers one place to explore vehicles and connect with dealerships throughout the Luther network.

We are looking for someone who can help make LutherAuto.com more than a website address. We want it to become a familiar, frequently seen, and memorable name across social media.

We care more about your ideas, instincts, personality, and ability to capture attention than a traditional résumé.

Offers of employment are contingent upon successfully passing a background screening including a criminal background check, a review of motor vehicle records and verification of social security number.