Marketing Content Manager

Emeritus; Bengaluru; On-site; INR 3,500,000 - 5,000,000; Full time

Job summary

Emeritus is seeking a YouTube Lead to build and scale YouTube as a core organic growth channel across eight partner universities. You will own the end-to-end YouTube strategy—positioning, content, programming, production, distribution, and growth.

Key mandate: grow channels from 1K to 10K subscribers within six months while establishing a scalable long-term content engine and working with Head of Content, Brand, university GTM teams, and external partners.

Qualifications

• 8+ years in YouTube, video content, or organic growth.
• Proven experience building and scaling YouTube channels from zero to growth.
• Strong understanding of YouTube algorithms, audience behavior, and growth levers.
• Experience with long-form and Shorts content.
• Experience managing teams, agencies, or production partners.
• Strong analytical skills and comfort with performance metrics.

Responsibilities

• Own YouTube strategy across 8 universities.
• Define channel positioning, content pillars, formats, and programming.
• Grow channels from 1K to 10K subscribers in 6 months.
• Develop repeatable content franchises (not one-off videos).
• Test formats, topics, thumbnails, titles, and distribution levers.
• Own content calendar and programming across all channels.
• Identify audience insights, trends, and high-performing topics.
• Translate university brand narratives into YouTube-first content.
• Create briefs, scripts, and formats with internal teams and agencies.
• Ensure differentiated identity for each university while maintaining efficiency.
• Set up the operating model for YouTube from scratch.
• Work with internal teams and external agencies for production and execution.
• Manage agencies, creators, and production partners.
• Build workflows for ideation, production, publishing, and reporting.
• Lead and mentor 1 direct report.
• Drive organic discovery across YouTube search, recommendations, and trends.
• Optimize titles, thumbnails, playlists, and channel structure.
• Build content loops with Social Media and other organic channels.
• Convert existing audiences into YouTube subscribers.
• Build and scale surrogate YouTube channels for International Branch Campus content.
• Create independent, credible content properties around global education, careers, and universities.
• Design these for long-term audience building and monetisation potential.
• Explore partnerships, creators, and future revenue opportunities.
• Work with Brand team to ensure alignment with university positioning.
• Partner with GTM teams on audience and programme priorities.
• Translate brand narratives into native YouTube storytelling.
• Track and optimise key metrics: subscribers, views, watch time, retention, CTR, engagement, and discovery.
• Use insights to scale winning formats and improve performance continuously.

Skills

YouTube growth strategy

Channel building from zero

Team leadership

Analytics & metrics

Content planning

Brand storytelling

Tools

YouTube Studio

Job description

Emeritus is redefining global education by making high-quality learning accessible and affordable for individuals, companies, and governments. Through partnerships with over 80 world-class universities, Emeritus delivers industry relevant programs across formats— including short courses, degrees, and executive programs to more than 300,000 learners across 80+ countries.

Daskalos, a strategic initiative of Emeritus, pioneers’ transnational education in India by helping leading global universities establish joint campuses under the evolving Indian regulatory framework. With over 15 institutions in advanced discussions, Daskalos is shaping the next chapter in global higher education.

About the Role:

We are looking for a YouTube Lead to build and scale YouTube as a core organic growth channel across 8 partner universities.

You will own the end-to-end YouTube strategy — positioning, content, programming, production, distribution, and growth.

Key mandate: build YouTube from 1K to 10K subscribers within 6 months, while setting up a scalable long-term content engine.

You will work closely with the Head of Content, Brand, university GTM teams, Creative, and external partners.

Key Responsibilities:

• Own YouTube strategy across 8 universities.
• Define channel positioning, content pillars, formats, and programming.
• Build roadmap to grow channels from 1K to 10K subscribers in 6 months.
• Develop repeatable content franchises (not one-off videos).
• Continuously test formats, topics, thumbnails, titles, and distribution levers.
• Own content calendar and programming across all channels.
• Identify audience insights, trends, and high-performing topics.
• Translate university brand narratives into YouTube-first content.
• Create briefs, scripts, and formats with internal teams and agencies.
• Ensure differentiated identity for each university while maintaining efficiency.

3. Channel Operations & Ecosystem

• Set up the operating model for YouTube from scratch.
• Work with internal teams and external agencies for production and execution.
• Manage agencies, creators, and production partners.
• Build workflows for ideation, production, publishing, and reporting.
• Lead and mentor 1 direct report.

4. Distribution & Organic Growth

• Drive organic discovery across YouTube search, recommendations, and trends.
• Optimize titles, thumbnails, playlists, and channel structure.
• Build content loops with Social Media and other organic channels.
• Convert existing audiences into YouTube subscribers.

5. International Branch Campus Channels

• Build and scale surrogate YouTube channels for International Branch Campus content.
• Create independent, credible content properties around global education, careers, and universities.
• Design these for long-term audience building and monetisation potential.
• Explore partnerships, creators, and future revenue opportunities.

6. Brand Collaboration

• Work with Brand team to ensure alignment with university positioning.
• Partner with GTM teams on audience and programme priorities.
• Translate brand narratives into native YouTube storytelling.

7. Analytics & Performance

• Track and optimise key metrics: subscribers, views, watch time, retention, CTR, engagement, and discovery.
• Use insights to scale winning formats and improve performance continuously.

What We’re Looking For:

Must Have

• 8+ years in YouTube, video content, or organic growth.
• Proven experience building and scaling YouTube channels from early stage.
• Strong understanding of YouTube algorithms, audience behaviour, and growth levers.
• Experience with long-form and Shorts content.
• Experience managing teams, agencies, or production partners.
• Strong analytical skills and comfort with performance metrics.

Preferred

• Experience in EdTech, media, consumer internet, D2C, entertainment, or youth-focused brands.
• Experience building channels from zero.
• Experience with creator/influencer-led content.
• Exposure to monetisable content properties.
• Experience with global/international brands.

Ideal Candidate:

We are looking for someone who is hands-on, entrepreneurial, and audience-obsessed.

Someone who:

• Has built audiences from scratch, not just managed existing ones.
• Understands both brand storytelling and growth mechanics.
• Can operate across multiple brands while maintaining distinct identities.
• Is comfortable experimenting, iterating, and building playbooks from zero.

In press:

• https://www.insidehighered.com/blogs/learning-innovation/why-chan-zuckerberg-backed-113-million-investmenteruditus-big-deal
• https://techcrunch.com/2020/08/31/chan-zuckerberg-initiative-backs-indian-education-startup-eruditus-in-113- million-fundraise/

Emeritus provides equal employment opportunities to all employees and applicants for employment and prohibits discrimination and harassment of any type without regard to race, color, religion, age, sex, national origin, disability status, genetics, protected veteran status, sexual orientation, gender identity or expression, or any other characteristic protected by federal, state or local laws