Senior Director, Head of YouTube

SUMMARY

The Head of You Tube leads NASCAR’s strategy, programming, and creative vision for the platform, building a channel audiences choose to return to week after week. This role will develop original You Tube-first formats and repeatable franchises, lead a dedicated team and external partners, and use audience insights and performance data to grow viewership, fandom, and revenue.

You’ll have access to what few creators ever get: drivers, teams, races, garages, personalities, and stories, and the opportunity to turn that access into programming millions of fans choose to watch, whether there’s a race that weekend or not.

Essential duties and responsibilities include the following. Other duties may be assigned.

• Own NASCAR's You Tube strategy across long-form programming, Shorts, live content, publishing cadence, audience growth, monetization, and long-term channel development.
• Define and maintain a distinct creative identity that is native to You Tube, authentically NASCAR, and capable of serving both core fans and new audiences.
• Build and oversee a slate of original programming developed specifically for You Tube, including repeatable franchises, behind-the-scenes content, creator collaborations, and live experiences.
• Lead creative development from concept through publication, setting standards for storytelling, hooks, pacing, titles, thumbnails, retention, and overall packaging.
• Develop programming that creates habitual viewing beyond race weekends and moves casual viewers toward deeper NASCAR fandom.
• Build and lead NASCAR's You Tube team, including internal staff, production companies, freelancers, editors, creators, and other external partners.
• Identify, recruit, and develop on-camera hosts and creators who can build meaningful connections with audiences.
• Own channel performance across subscribers, views, watch time, audience retention, engagement, and revenue.
• Use You Tube Analytics, audience research, testing, and experimentation to determine what content to scale, refine, or retire.
• Establish a consistent reporting cadence and present channel performance, insights, and strategic recommendations to senior leadership.
• Establish scalable production and publishing workflows that balance creative ambition, quality, speed, and operational efficiency.
• Foster a culture of experimentation, accountability, collaboration, and continuous learning while mentoring and developing team members.
• Build relationships with leading You Tube creators, production companies, and creative talent to introduce NASCAR to new audiences and drive sustained channel growth.
• Partner closely with social media, marketing, editorial and other internal teams to align You Tube with broader business objectives.
• Serve as NASCAR's internal You Tube expert, building platform fluency across the organization and advising stakeholders on trends, opportunities, and best practices.
• Stay current on platform trends, algorithm changes, audience behavior, creator practices, monetization, and emerging content formats.

Seven or more years of experience leading You Tube content strategy, channel development, digital media, or creator-led content with a demonstrated track record of growing a You Tube channel or audience.

• Experience building successful You Tube-first programming, recurring content formats, and long-form series that drive audience growth and engagement.
• Experience leading creative teams and managing content production from concept through publication.
• Strong understanding of audience development, retention, packaging, monetization, SEO, and You Tube best practices.
• Demonstrated ability to use You Tube Analytics, audience research, and testing to make creative and programming decisions.
• Experience developing on-camera talent and working with creators or creator partnerships preferred.
• Ability to balance creative ambition with operational execution, rapid experimentation, and performance accountability.
• Experience in sports or media is helpful but not required; exceptional You Tube expertise and audience-building experience are more important than traditional sports industry experience.