SUMMARY Overview of the position
The social media & Content Coordinator – TCG is responsible for executing social-first marketing and community strategies that grow player acquisition, engagement, and retention for Upper Deck’s trading card game portfolio. This role sits at the intersection of content, community, and competitive play, translating product releases, gameplay mechanics, and organized play moments into compelling, platform-native storytelling. The social media & Coordinator will work hand-in-hand with the Social and Content Manager to ensure clear direction and initiative with strategy and content.
You will help build an always-on ecosystem that supports new player onboarding, competitive scene growth, and long-term player loyalty, while ensuring each product release is amplified through high-frequency, multi-format content.
ESSENTIAL DUTIES AND RESPONSIBILITIES The following statements are intended to describe the general nature and level of work being performed by an individual assigned to this job. Other duties may be assigned.
Content Strategy & Gameplay Storytelling
- Translate card mechanics, deck strategies, and meta shifts into digestible, engaging social content (short-form video, explainers, graphics, carousels, livestream clips).
- Partner with Product and Game Design teams to highlight:
- New set releases and card reveal
- Gameplay features and mechanics
- Deck-building strategies and competitive viability
- Script and produce gameplay-forward content including:
- Pack openings and case hits
- “How to play” tutorials and onboarding content
- Meta breakdowns and “top deck” features
- Develop structured content calendars tied to release cycles, patch updates, and organized play events.
Creative Production & Live Content
- Create and manage creative briefs for design, gameplay capture, and motion assets.
- Capture and edit gameplay footage, card animations, and live match highlights.
- Execute live content formats:
- Tournament coverage (local and major events)
- Developer Q&As and patch note breakdowns
- Community matches and influencer showdowns
- Ensure platform-native execution (TikTok for discovery, YouTube for long-form, Discord for community depth).
Community & Player Ecosystem Management
- Actively engage with the player base across:
- Social platforms (Instagram, X, TikTok, YouTube)
- Community platforms (Discord, Reddit, Twitch)
- Respond to comments, DMs, gameplay questions, and rules clarifications in partnership with internal teams.
- Curate and amplify user-generated content (UGC) including:
- Deck builds
- Gameplay clips
- Fan art and custom formats
- Support and grow a creator ecosystem:
- Identify TCG creators, competitive players, and streamers
- Coordinate product seeding and early access opportunities
- Track creator performance and content output
Organized Play & Event Integration
- Support promotion and coverage of:
- Regional tournaments and championship events
- Local game store activations
- Seasonal or ranked play initiatives
- Build hype and participation through:
- Event countdowns and reminders
- Live updates and highlight clips
- Post-event recaps and winner spotlights
- Collaborate with Organized Play teams to align messaging and scheduling.
Real-Time Marketing & Cultural Integration
- Identify opportunities to connect gameplay and IP to:
- Entertainment releases
- Gaming trends and memes
- Seasonal and cultural moments
- Rapidly deploy reactive content that aligns with TCG community humor, meta commentary, and player sentiment.
- Execute interactive formats:
- Polls (“Which deck wins?”)
- AMAs with developers or top players
- Community challenges and contests
Analytics, Insights & Optimization
- Track and analyze performance across key KPIs:
- Engagement rate, watch time, retention, shares, saves
- Follower growth and community participation
- Conversion signals (clicks to learn/play/buy)
- Monitor meta sentiment and player feedback across:
- Social channels
- Discord servers and Reddit threads
- Livestream chats and tournament discussions
- Deliver post-campaign and post-release reporting with actionable insights.
- Leverage social listening:
- Emerging deck trends
- Content opportunities
- Community pain points
Customer Experience & Feedback Loop
- Surface gameplay issues, balance concerns, and product feedback to:
- Game Design
- Product teams
- Customer support
- Act as a voice of the player, ensuring community sentiment informs future releases and updates.
EDUCATION/YEARS EXPERIENCE
- 1–3 years of experience in social media, gaming, or TCG-related content
- Strong familiarity with trading card games, deck-building systems, and competitive play structures
- Experience creating short-form and gameplay-driven content
- Deep understanding of platforms including TikTok, YouTube, X, Instagram, Discord, and Twitch
- Strong copywriting skills with the ability to simplify complex gameplay concepts
- Must be comfortable on camera to talk through games and interviews
- Hands-on experience with TCGs (digital or physical), especially competitive play preferred
- Experience working with creator/influencer ecosystems in gaming preferred
- Familiarity with live streaming tools and workflows preferred
- Experience using analytics and social listening platforms preferred
REQUIREMENTS To perform this job successfully, an individual must be able to perform each essential duty satisfactorily. The requirements listed below are representative of the knowledge, skill and/or ability required. Reasonable accommodation may be made to enable individuals with disabilities to perform the essential functions.
KNOWLEDGE, SKILLS AND ABILITIES
- Player-first mindset with strong community empathy
- Ability to translate complex systems into engaging content
- Real-time responsiveness to trends and meta shifts
- Cross-functional collaboration (Product, Organized Play, Marketing)
- Data-informed content optimization
- Growth in active community participation (Discord, social engagement, awareness)
- Increase content reach and watch time for gameplay content
- Uplift in player acquisition and onboarding engagement
- Expansion and performance of creator/streamer ecosystem
- Positive sentiment and responsiveness to game updates
Skills Required
- 1-3 years of experience in social media, gaming, or TCG-related content
- Strong familiarity with trading card games, deck-building systems, and competitive play structures
- Experience creating short-form and gameplay-driven content
- Deep understanding of TikTok, YouTube, X, Instagram, Discord, and Twitch
- Strong copywriting skills and ability to simplify complex gameplay concepts
- Comfort on camera discussing games and conducting interviews
- Hands-on experience with digital or physical TCGs
- Competitive play experience
- Experience with gaming creator and influencer ecosystems
- Familiarity with live streaming tools and workflows
- Experience using analytics and social listening platforms
- Player-first mindset and strong community empathy
- Ability to respond to trends and meta shifts in real time
- Cross-functional collaboration with Product, Organized Play, and Marketing teams
- Data-informed content optimization skills
What We Do
Upper Deck, headquartered in Carlsbad, Calif., is a worldwide sports and entertainment company built on the pillars of quality craftsmanship, authenticity and innovation with a dedication to creating products that turn memorable moments into collectibles. Upper Deck revolutionized the sports trading card industry with anti-counterfeit holograms, high quality card stock and stunning photography in its inaugural 1989 baseball set, and since then its mission has been to capture the excitement of the game and deliver it to fans of all ages. The cornerstone of Upper Deck’s business, which opened in 1989, is based on sports trading cards. As its brand has evolved to include other products over the years, the company now creates exclusive memorabilia, gaming products, collectible cards and a wide array of sports trading cards.
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