Senior Director of Video Programming Strategy

Job Title

Job Description

We are seeking a results-driven Sr. Director of Programming Strategy to lead and evolve our YouTube portfolio strategy across multiple brands. This role sets the vision and direction for YouTube programming overseeing the development performance and optimization of content across channels – from building channels from the ground up analyzing the health of existing franchises reviewing the effectiveness of new pilots and scaling high-performing series.

As a senior leader within the central Video Strategy team you will operate at the intersection of creative analytics and business strategy - aligning programming priorities with broader audience growth and revenue goals. We’re looking for a resourceful operator capable of juggling multiple projects and initiatives at once who can move seamlessly from big-picture YouTube and audience strategy to real-time decision-making that unblocks teams and keeps growth on track.

This highly influential role requires strong cross-functional leadership the ability to translate insights into action and a balance of long-term strategic thinking with real-time execution to unlock growth opportunities. 

Hybrid 3x a week- New York City 

In-office Expectations: This position is hybrid in-office with the ability to work remotely for up to 2 days per week.

Key Responsibilities

Strategy & Leadership

• Define and lead a comprehensive data-informed YouTube programming strategy that aligns with People.Inc's growth goals.

• Set portfolio-level priorities across brands balancing audience demand content investment and business impact. 

• Serve as an internal YouTube expert providing strategic guidance on best practices new features and competitive trends to senior leadership and the creative teams. 

• Influence and align cross-functional stakeholders (Editorial Video Marketing Product Data Science) to drive execution against strategic priorities. 

• Translate data and learnings into clear constructive guidance for creatives fostering collaboration and stronger content outcomes.

Programming & Optimization

• Oversee the full YouTube programming portfolio ensuring a cohesive optimized and scalable content slate across channels. 

• Identify and develop new programming verticals franchises and talent opportunities to fuel growth.

• Establish framework for pilot development content testing and series evaluation to inform investment decisions. 

• Help oversee the end-to-end programming slate ensuring a consistent balanced and optimized content cadence across all channels.

• Partner with the Optimization team to increase the effectiveness of release schedule titles and thumbnails.

Analytics & Reporting

• Deliver regular executive level reports and strategic recommendations on channel health content performance and growth opportunities.

• Lead creative lookbacks for series pilots to inform future programming decisions.

• Define and own key performance indicators (KPIs) across the portfolio linking content performance to audience growth and revenue outcomes.

• Monitor competitive landscape identifying successful content monetization and growth strategies used by peer media companies and creators.

• Partner with internal Data Science & Product teams to develop scalable reporting tools dashboards and insight framework.

The Role’s Minimum Qualifications and Job Requirements:

Experience:

• 10+ years of experience in a programming strategy content insights or an optimization role for a major multi-brand media company or large scale MCN.

• Proven track record of scaling YouTube channels and driving substantial revenue growth in subscribers views and/or watch time.

• Exceptional analytical skills with the ability to translate data into clear actionable programming strategies.

• Proficiency with YouTube Analytics third-party analytics platforms (ie: Tubular) and general data visualization tools.

• Nimbleness is critical as we invest grow and evolve – thrives in an environment where both collaborative and independent work is necessary; able to juggle multiple initiatives at once.

• Strong leadership communication and presentation skills with the ability to drive alignment and inspire teams. 

Specific Knowledge Skills Certifications and Abilities:

• Exceptional analytical skills with the ability to translate data into clear actionable programming strategies.

• Proficiency with YouTube Analytics third-party analytics platforms (ie: Tubular) and general data visualization tools.

• Nimbleness is critical as we invest grow and evolve – thrives in an environment where both collaborative and independent work is necessary; able to juggle multiple initiatives at once.

• Incredibly strong communication and presentation skills

% Travel Required (Approximate): 5%

It is the policy of People Inc. to provide equal employment opportunity (EEO) to all persons regardless of age color national origin citizenship status physical or mental disability race religion creed gender sex sexual orientation gender identity and/or expression genetic information marital status status with regard to public assistance veteran status or any other characteristic protected by federal state or local law. In addition the Company will provide reasonable accommodations for qualified individuals with disabilities. Accommodation requests can be made by emailing [email protected].

The Company participates in the federal E-Verify program to confirm the identity and employment authorization of all newly hired employees. For further information about the E-Verify program please click here: https://www.e-verify.gov/employees

Pay Range

The pay range above represents the anticipated low and high end of the pay range for this position and may change in the future. Actual pay may vary and may be above or below the range based on various factors including but not limited to work location experience and performance. The range listed is just one component of People Inc's total compensation package for employees. Other compensation may include annual bonuses and short- and long-term incentives. In addition People Inc. provides to employees (and their eligible family members) a variety of benefits including medical dental vision prescription drug coverage unlimited paid time off (PTO) adoption or surrogate assistance donation matching tuition reimbursement basic life insurance basic accidental death & dismemberment supplemental life insurance supplemental accident insurance commuter benefits short term and long term disability health savings and flexible spending accounts family care benefits a generous 401K savings plan with a company match program 10-12 paid holidays annually and generous paid parental leave (birthing and non-birthing parents) all of which may vary depending on the specific nature of your employment with People Inc. and your work location. We also offer voluntary benefits such as pet insurance accident critical and hospital indemnity health insurance coverage life and disability insurance.

What We Do

People Inc. is America’s largest digital and print publisher. Our 40+ iconic and fast-growing brands harness the best intent-driven content the fastest sites and the fewest ads to help nearly 200 million people every month including 95 percent of US women make decisions take action and find inspiration. People Inc. brands include PEOPLE Better Homes & Gardens Verywell FOOD & WINE The Spruce Allrecipes Byrdie REAL SIMPLE Investopedia Southern Living and more.

Why Work With Us

People Inc. has a people-first mentality - our audience our employees our teams. We take our role of providing the best content across the best brands very seriously and we are always looking to make sure that our teams have the space to be creative innovate and try out new things.

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