Prgm Mgr, Store Communications Content Strategy & Production

Overall Job Summary

This role is responsible for leading the content strategy, operating model, governance, production pipeline, field engagement, and ongoing execution of short-form Store communication content, including TSC Shorts. TSC Shorts is Tractor Supply Company’s internal short-form video communication platform designed to deliver clear direction, reinforce business priorities, support knowledge sharing, and bring TSC culture to life through quick, engaging, role-relevant video content for Team Members.

This role owns the end-to-end business content lifecycle for TSC Shorts and related Store communication content, including content intake, prioritization, scripting, production planning, Store-based filming, content creation, video editing, creator support, review coordination, publishing readiness, performance measurement, and continuous improvement. The role partners across Store Operations, Store Communications, Field Leadership, Training, HR, Merchandising, Marketing, IT, and other business teams to ensure content is accurate, engaging, operationally relevant, and aligned to business priorities.

This role requires deep Store Operations knowledge, strong communication judgment, short-form video production capability, program management discipline, and the ability to translate complex initiatives into simple, actionable content. The role spends significant time in Stores to capture content, observe Store execution, gather Team Member feedback, validate operational accuracy, and develop content that reflects the real Store environment.

Essential Duties and Responsibilities (Min 5%)

• Lead the short-form Store communication content program, including TSC Shorts content strategy, governance, intake, prioritization, production planning, content pipeline management, publishing readiness, & ongoing optimization.
• Develop and maintain the TSC Shorts content calendar and production pipeline to support business priorities, seasonal focus areas, Store execution needs, Team Member engagement, & enterprise communication strategy.
• Manage the two-lane TSC Shorts operating model by coordinating SSC-owned source-of-truth content and Store-driven amplification, culture, practical tips, recognition, & best-practice content.
• Partner with business owners & subject matter experts to translate complex initiatives, operational processes, tools, product knowledge, and priority messages into short-form video content that is clear, accurate, actionable, and easy for Store Team Members to consume.
• Spend significant time in Stores capturing video content, observing operational processes, identifying real examples of execution, gathering feedback, and ensuring content reflects actual Store routines, environments, and Team Member needs.
• Lead Store-based content production activities, including concept development, shot planning, scripting, filming, coordination with Store and field partners, content capture, editing, and production follow-up.
• Create, edit, review, and refine scripts, storyboards, talking points, production briefs, video drafts, and content outlines to ensure each piece of content is concise, engaging, brand-appropriate, operationally accurate, and aligned with communication standards.
• Establish and maintain content governance standards for TSC Shorts and related short-form Store communication content, including content intake criteria, prioritization guidelines, review workflows, approval expectations, role-based content considerations, publishing cadence, quality standards, and archive/sunset processes.
• Build, train, support, and sustain a network of TSC Shorts content contributors, including Store Managers, Store Team Members, SSC partners, program owners, and other designated content creators.
• Identify, develop, and manage recurring content series and formats that support direction, communication, reinforcement, practical tips, engagement, culture, results, product knowledge, process adoption, and Team Member recognition.
• Serve as the primary business content contact for TSC Shorts, advising partners on appropriate use cases, content requirements, timing, message clarity, production needs, review processes, and expected outcomes.
• Partner with the Manager of Communication Products & Strategy to align TSC Shorts and related content channels with broader communication product strategy, Team Member journey priorities, internal communication channels, platform capabilities, and product roadmap needs.
• Coordinate with IT, product, analytics, and support partners to identify platform needs, resolve content-related issues, support rollout activities, improve usability, and ensure the content experience supports business objectives.
• Track and analyze content performance, including views, likes, completion rates, engagement trends, content volume, creator participation, and feedback to assess effectiveness and recommend improvements.
• Use performance data, Store feedback, field insights, and business outcomes to refine content strategy, improve content quality, strengthen adoption, and increase consistency of execution across Stores.
• Manage multiple content workstreams and stakeholder requests simultaneously, balancing urgent business needs with long-term program strategy, travel planning, Store availability, production timelines, content quality, and governance requirements.

Required Qualifications

Experience: 6-8 years of experience in Store Operations, internal communications, content strategy, program management, video production, retail operations support, training communication, or related experience. Retail Store Operations experience strongly preferred.

Education: Bachelor’s degree from an accredited college or university preferred. Any suitable combination of education and experience will be considered

Professional Certifications: None

Preferred knowledge, skills or abilities

•    Strong understanding of Store Operations, Store execution, Team Member communication needs, field routines, and retail operating rhythms.
•    Proven ability to manage an end-to-end content, communication, or business program, including intake, prioritization, planning, production, governance, execution, measurement, and continuous improvement.
•    Strong short-form video storytelling, scripting, filming, editing, content packaging, and production planning skills.
•    Ability to translate complex business needs, operational processes, and strategic priorities into simple, engaging, and actionable content for Store Team Members.
•    Strong program and project management skills with the ability to manage multiple workstreams, deadlines, content requests, stakeholders, and priorities.
•    Strong written, verbal, visual, and interpersonal communication skills with careful attention to detail, tone, message clarity, and operational accuracy.
•    Ability to work independently in a fast-paced, ambiguous environment while balancing day-to-day production needs with long-term content strategy.
•    Strong relationship-building skills with the ability to work effectively with Store Managers, District Managers, field leaders, SSC partners, subject matter experts, and cross-functional teams.
•    Strong analytical skills with the ability to evaluate content performance, Team Member engagement, feedback, adoption trends, and business impact indicators.
•    Ability to coach and support content contributors, including Store-based creators and business partners who may be new to short-form video communication.
•    Ability to travel frequently to Stores and other business locations to capture content, validate processes, support creators, and improve program execution.
•    Experience with video production tools, mobile content creation, content planning tools, project management tools, Microsoft Office applications, analytics dashboards, and internal communication platforms preferred.

Working Conditions

Physical Requirements

Disclaimer

This job description represents an overview of the responsibilities for the above referenced position.  It is not intended to represent a comprehensive list of responsibilities.  A team member should perform all duties as assigned by his/ her supervisor.

Company Info

At Tractor Supply and Petsense by Tractor Supply, our Team Members are the heart of our success. Their dedication, passion, and hard work drive everything we do, and we are committed to supporting them with a comprehensive and accessible total reward package. We understand the evolving needs of our Team Members and their families, and we strive to offer meaningful, competitive, and sustainable benefits that support their well-being today and in the future. 

Our benefits extend beyond medical, dental, and vision coverage, including company-paid life and disability insurance, paid parental leave, tuition reimbursement, and family planning resources such as adoption and surrogacy assistance, for all full-time Team Members and all part-time Team Members. Part time new hires gain eligibility for TSC Benefits by averaging at least 15 hours per week during their 90-day lookback period. The lookback period starts the first of the month following the date of hire. If the 15-hour requirement was met, the benefits eligibility date will be the first day of the month following 4 months of continuous service. 

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