Analyst, Growth Strategy – YouTube

Sports Careers; Buffalo (NY); On-site; USD 85,000 - 110,000; Full time

Job summary

The National Hockey League is seeking a data-driven Analyst, Growth Strategy – YouTube to accelerate audience growth, optimize video performance, and maximize NHL content across YouTube and digital video platforms.

This highly visible role partners across Content, Editorial, Social Media, Business Development, and other League stakeholders to provide actionable insights that drive performance and deepen fan engagement.

Qualifications

• 2+ years in digital analytics, audience development, or related field.

Responsibilities

• Translate complex datasets into actionable insights and strategic recommendations.

Skills

YouTube Analytics

Audience growth

Data storytelling

A/B testing

Dashboards

Excel

Tableau/Power BI

Tools

Tableau

Looker

Power BI

Excel

YouTube Studio

Job description

About The National Hockey League

Founded in 1917, the National Hockey League (NHL\u00ae) is the premier professional ice hockey league in the world and is one of the major professional sports leagues in the United States and Canada.

About The National Hockey League

Founded in 1917, the National Hockey League (NHL\u00ae) is the premier professional ice hockey league in the world and is one of the major professional sports leagues in the United States and Canada. With more than 1500 employees across the US and Canada, the NHL is a global sports and entertainment organization committed to building healthy and vibrant communities using the sport of hockey. At the NHL, we are looking for dynamic, energetic and impactful individuals who are committed to doing the same by sharing in our philosophy that Hockey is for Everyone.

Summary

The National Hockey League is seeking a data-driven, entrepreneurial, and content-obsessed Analyst, Growth Strategy – YouTube to accelerate audience growth, optimize video performance, and maximize the impact of NHL content across YouTube and digital video platforms.

This is a highly visible role within the Analytics & Research department that partners across Content, Editorial, Social Media, Business Development, and other League stakeholders to provide actionable insights and drive performance throughout the NHL's YouTube ecosystem. The Analyst, Growth Strategy – YouTube will leverage audience, content, and platform data to uncover growth opportunities, optimize content strategies, and influence business decisions that deepen fan engagement and expand reach.

The ideal candidate combines strong analytical expertise with a deep understanding of YouTube's content and creator ecosystem. They have experience testing and refining titles, thumbnails, metadata, publishing strategies, and video formats to drive performance, while also identifying opportunities to leverage creators and emerging trends to grow audiences. Above all, they possess a passion for understanding what drives sports fans to watch, engage, subscribe, and return across digital platforms.

Essential Duties And Responsibilities

• Translate complex datasets and performance metrics into actionable insights and strategic recommendations.
• Support YouTube content optimization initiatives, including testing and refining titles, thumbnails, metadata, publishing strategies, and content formats to drive audience growth and engagement.
• Design and analyze experiments and A/B tests to identify performance drivers and inform content, creative, and distribution strategies.
• Analyze channel performance across audience, content, traffic, subscriber, and monetization metrics to uncover growth opportunities.
• Build dashboards, reporting frameworks, and executive presentations that communicate content and audience performance to stakeholders.
• Support the NHL's YouTube and creator strategies through audience research, competitive benchmarking, and identification of emerging trends and partnership opportunities.
• Collaborate across departments to provide data-driven guidance that enhances content performance and audience development.
• Proactively identify trends, opportunities, and risks across the digital video and sports media landscape.
• Monitor platform updates, algorithm changes, and industry developments to inform best practices and strategic recommendations.

Qualifications

Knowledge Areas/Experience

Required

• 2+ years of experience in digital analytics, audience development, social media analytics, video analytics, or a related field.
• Deep understanding of YouTube Analytics, audience growth strategies, and key performance metrics including CTR, watch time, retention, engagement, subscriber growth, and monetization.
• Excellent data-driven storytelling skills – create and deliver compelling presentations with outstanding visuals to high-level stakeholders.
• Experience implementing content experimentation and optimization initiatives, including testing titles, thumbnails, metadata, creative assets, and content formats.
• Proficiency in developing dashboards, visualizations, executive reports, presentations, and other business intelligence deliverables.
• Strong experience with data visualization tools such as Tableau, Looker, Power BI, or similar platforms.
• Advanced proficiency in YouTube Studio Microsoft Excel.

Preferred

• Experience with SQL, Python, R, or similar analytical tools.
• Experience working with creator economy platforms, creator partnerships, or influencer marketing initiatives.
• Understanding of YouTube advertising, monetization strategies, and revenue optimization.
• Familiarity with Google Analytics, Adobe Analytics, or other web analytics platforms.