Senior Director, Head of YouTube

At NASCAR, you will work alongside passionate people creating experiences fans feel and helping shape the future of sports and entertainment. NASCAR is seeking an experienced Senior Director, Head of You Tube to help shape the future of NASCAR's digital fan experience, lead the organization's You Tube content strategy and creative vision, drive audience growth across one of the world's most influential media platforms, create original programming that deepens fan engagement year-round, and advance NASCAR's position within the evolving creator and digital media landscape.

Based in Charlotte, NC, this role will oversee NASCAR's You Tube ecosystem, building a premier destination for motorsports fans through original content, creator partnerships, audience development, and platform-first storytelling. This leader will play a critical role in expanding NASCAR's reach, cultivating new generations of fans, and creating content experiences that extend fandom far beyond race weekends.

• Own NASCAR’s You Tube strategy across long-form programming, shorts, live content, publishing cadence, audience growth, and long-term channel development.
• Define the channel's creative identity, building a destination that feels creator-first while remaining authentically NASCAR.
• Build programming that serves both lifelong fans and new audiences discovering NASCAR for the first time.
• Develop repeatable You Tube-native franchises that create habitual viewing and extend fandom beyond race weekends.
• Stay ahead of platform trends, algorithm changes, audience behavior, and creator best practices, keeping NASCAR at the forefront of You Tube.
• Build a content roadmap that grows casual viewers into passionate NASCAR fans.
• Build and oversee a slate of original You Tube programming designed specifically for the platform.
• Develop shows, documentaries, live experiences, behind-the-scenes access, creator collaborations, and new storytelling formats.
• Identify, recruit, and develop on-camera talent, hosts, and creators who audiences genuinely connect with.
• Lead creative development from conception through publication, ensuring every project meets a high creative standard.
• Champion You Tube-native storytelling across the organization, including titles, thumbnails, hooks, retention, pacing, and packaging.
• Build You Tube fluency across NASCAR’s broader content organization by helping teams think platform-first.
• Own channel performance across subscribers, views, watch time, audience retention, engagement, and revenue.
• Use You Tube Analytics, audience research, and experimentation to continuously improve channel performance.
• Develop a culture of rapid testing and iteration, using data to determine what to scale, refine, or retire.
• Establish a reporting cadence and present channel performance and strategic recommendations to senior leadership.
• Build and lead NASCAR’s You Tube organization, including internal staff, freelancers, production partners, editors, and creators.
• Establish scalable production workflows that balance creative ambition with operational excellence.
• Foster a culture of experimentation, accountability, collaboration, and continuous learning.
• Help establish You Tube best practices across the broader content organization.
• Build relationships with leading You Tube creators, production companies, and creative talent.
• Identify opportunities to introduce NASCAR to entirely new audiences through authentic creator partnerships.
• Ensure creator collaborations build lasting audience growth, not simply one-time view spikes.
• Partner closely with Social Media, Digital Production, Broadcast, Marketing, Licensing, Sponsorship, Communications, and Competition teams.
• Help shape how You Tube supports broader business objectives, including fan growth, revenue generation, sponsor value, and brand perception.
• Serve as NASCAR’s internal expert on You Tube strategy, educating stakeholders on platform trends, opportunities, and best practices.

• Bachelor's degree from a four-year college or university.
• Portfolio, channel examples, case studies, or work samples demonstrating success growing You Tube audiences, developing original programming,…