Senior Manager, Channel Lead - YouTube

Role overview

As our footprint on You Tube grows from supporting cutdowns into You Tube-first content, episodic shows, originals, and discovery-optimized content, we need a strategist fully dedicated to the platform. This person owns how we show up on You Tube end to end: channel strategy, content programming, creative direction, rollout, and audience growth. They are the in-house authority on what works on You Tube and they translate that into briefs, plans, and decisions the rest of the social team can complete.

You Tube channel strategy. Define the channel's positioning, content pillars, and programming model across long-form, Shorts, and live. Build the strategy for You Tube-first content, recurring installments, presentations, and original works. Creative strategy input. Partner alongside creative strategists to compose briefs so that concepts are built for You Tube from the beginning, not adapted after the fact. Translate platform mechanics (packaging, hooks, retention, pacing) into creative direction.

Creative briefing. Brief creatives on You Tube-specific creative: thumbnails, titles, intros, episode structure, series formatting, and the differences between extended videos, short clips, and live broadcasts. Rollout and launch planning. Develop rollout strategies for new series, shows, and originals: programming cadence, sequencing, cross-platform support, and launch moments. Audience growth and engagement. Develop engagement and community strategies that grow subscribers, returning viewers, and watch time.

Define how we use comments, community posts, premieres, and live. Discovery and optimization. Own You Tube search and suggested strategy. Manage packaging optimization, playlist organization, and channel layout. Structure content to be discoverable and citable through AI and answer engines (LLM-optimized content).

• Develop and maintain the You Tube content and programming calendar.

• Write You Tube strategy docs and feed requirements into creative strategist briefs.

• Brief and review creative for platform fit before it ships.

• Develop rollout plans for launches and recurring programming.

• Analyze channel and video performance and turn findings into recommendations.

• Partner with the social planner on scheduling and the creative team on execution.

• Stay ahead of You Tube format, algorithm, and monetization shifts and advise the team accordingly.

5+ years in You Tube, video, or content strategy, with a track record of growing channels or launching series and outstanding creative work. Deep You Tube proficiency: algorithm and discovery mechanics, packaging (titles and thumbnails), retention and average view duration, Shorts vs long-form vs live, playlists, and channel architecture. Strong analytics skills. Comfortable in You Tube Studio and reading retention curves and traffic source data to drive decisions.

Experience briefing creative teams and partnering with creative strategists. You can translate platform insight into clear creative direction. Understanding of episodic and original content programming, including cadence, season structure, and host or talent collaboration. Working knowledge of search and discovery optimization, including structuring content for AI and answer-engine visibility.

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