Head of YouTube Creative & Strategy

Contrarian Thinking•Austin, TX

25d•Onsite

About The Position

The Head of YouTube Creative & Strategy is a new position and is responsible for all things YouTube. We are looking for an experienced and proven YouTube creative and strategist to own our YouTube channels’ development and growth. Your remit will be to develop and execute a laser focused Youtube strategy to deliver against the key objectives of the business which not only include YouTube growth, but center around driving traffic to the company’s website for conversion to buy their paid products and services. You have a best in class production team and series of writers, editors and producers to work alongside you. We are looking for the leader to pull the vision all together and work extremely closely with Codie Sanchez. In order to get there, you’ll need to own the strategy …. Hold the line on making the best videos imaginable Always defer to how can we push the envelope in creating the most trusted and biggest content in business and self help Create the modern day business media channel everyone wants to watch Recommendation of a comprehensive content strategy that will increase followers, viewers, and Adsense revenue on the platform Audience segmentation and targeting Data informed creative recommendations based on the right Youtube KPI’s. … and the creative with experience across all five stages of the YouTube creative process: Analytics Understanding YouTube data and what it tells you about: CTR Video retention Title choices Thumbnail decisions Video Composition Commercial message (ad) placement (if applicable) Viewing behavior (how people think and react to components of a video) Writing With an understanding of the analytics, you are also highly creative and are drawn to breakthrough ideas that are based in rationale thinking but have the ability to grow an audience and push the brand to the next level You also have the ability to see beyond your own ideas and take input (able to check your ego) You are a perfectionist and have obsessively high standards - ie you want your viewers to think 'this is not your typical business or financial advice video and this is not your typical financial advisor.’ You have the experience and awareness to understand someone else’s values and style and then have the creative vision to take that content to the next level. You are confident enough to make and defend your creative decisions yet humble enough that you can take feedback without wilting. You have the experience and/or sensibility to write and develop videos for an educated, adult, male skewing, dual audience.” Creative Producing This requires the most critical decision-making in the video development effort. Ask yourself: “How can we make great decisions in production that don’t undermine creative?” You need to know when small compromises will turn a video concept into mush. Directing - where the magic happens A high wire act that requires mastery of all of the creative skills - analytics, writing, creative problem solving, understanding the camera, your on screen host and talent and the ability to envision a post. You are aware that something will always fail but you have the confidence and clarity to solve it right then and there - even if it means a rewrite. You also have the wherewithal to call an audible during a high profile shoot, convince everyone why it makes sense and inspire your partners to execute without alienating people and losing your cool. Post Data + Story = Viewership Growth Can you take what’s been shot and view it through a data lens? If so, you get incremental viewership. In order to build the best videos in the category, you have to be obsessed with every detail. In post, it's about lining up the creative elements, elevating the story and respecting the data. It’s the process of toggling back and forth, between ideas and data that leads to something great. Note: Your post production edit plan will also need to maximize previously shot video content captured for Podcast. You will need to develop a strategy for this content in addition to the original video content you will be building. You will also need to … Develop a robust response testing plan to optimize the above in order to achieve continued performance improvements Own day to day management of CT’s YouTube business with a proactive mindset Manage the relationship with the YouTube partner team Partner with marketing, audio, events and production in a highly collaborative team environment. Work with leadership to ensure content being developed supports key objectives and determine where and when paid media and other YouTube specific investments might be needed.

Requirements

7+ years of digital video comprehensive creative experience including 3+ years of YT creative development experience and 2+ years of YT post experience (hands on keyboard experience ideal).
A track record of making informed creative/edit decisions that led to increased YouTube channel subscriber and revenue growth (working with YouTube channels that are between 1-5 mil subscribers and videos with 1-5 mil views a plus).
Experience working in a high volume video production environment with multiple YouTube video postings each month.
Strong (and current) understanding of YouTube analytics as well as 3rd party tools.
Strong understanding of social platform monetization—how the “algo” works.
Experience identifying and recommending winning video content formats.
Experience testing new content formats and creative elements.
Experience recommending and maintaining a regular and consistent reporting system that can clearly inform non-YouTube brains about progress, challenges and opportunities.
You have some experience with or an interest or passion for adult targeted self improvement, business or mindfulness content that relies on science, facts and integrity for viewership success (vs clickbait).
You love creators and have worked with enough to understand what drives them.
You can and have successfully worked independently and remotely.
You have great communication skills and the ability to simplify complex data and creative challenges for “non YouTubers.”
You are always learning in order to stay ahead of the curve in a fast moving space to positively impact the business.
You are a Contrarian at heart.

Responsibilities

Own the strategy
Hold the line on making the best videos imaginable
Always defer to how can we push the envelope in creating the most trusted and biggest content in business and self help
Create the modern day business media channel everyone wants to watch
Recommendation of a comprehensive content strategy that will increase followers, viewers, and Adsense revenue on the platform
Audience segmentation and targeting
Data informed creative recommendations based on the right Youtube KPI’s
Develop a robust response testing plan to optimize the above in order to achieve continued performance improvements
Own day to day management of CT’s YouTube business with a proactive mindset
Manage the relationship with the YouTube partner team
Partner with marketing, audio, events and production in a highly collaborative team environment.
Work with leadership to ensure content being developed supports key objectives and determine where and when paid media and other YouTube specific investments might be needed.

Benefits

100% Company-paid health, dental, and vision for all full-time Crew Members with an option to add any dependents.
Unlimited PTO Policy (with approval from your Direct Support) + 8 paid US holidays
On-time direct deposit pay 2x/month
Option to enroll in a 401(k) plan via Accrue
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