Senior Director, Head of YouTube

NASCAR; Charlotte (NC); On-site; USD 180,000 - 280,000; Full time

Job summary

NASCAR is seeking a seasoned Senior Director, Head of YouTube in Charlotte, NC to shape the digital fan experience. You will lead content strategy and creative vision, drive audience growth, and develop original programming with creator partnerships that extend NASCAR beyond race weekends.

You'll oversee the YouTube ecosystem, recruit on-camera talent, and build a high-performing team while balancing creativity with data-driven growth, audience engagement, and revenue objectives.

Qualifications

• Bachelor's degree required; portfolio or work samples showing growth and programming success.
• Minimum 10 years leading YouTube content strategy or related digital media teams.
• Proven track record in growth, retention, and monetization through data-driven decisions.
• Strong understanding of shorts, long-form, live content, and platform-native storytelling.
• Experience partnering with creators and on-camera talent to drive engagement.
• Ability to balance creative vision with business objectives and analytics.

Responsibilities

• Own YouTube strategy across long-form, shorts, live content, cadence, and growth.
• Define the channel's creative identity and a creator-first destination for NASCAR.
• Develop franchises and programming to grow both legacy and new audiences.
• Recruit and develop on-camera talent and creators; oversee production slate.
• Lead data-driven decisions using YouTube Analytics to optimize performance.
• Collaborate with cross-functional teams to align with brand and revenue goals.
• Build scalable production workflows and oversee staff, partners, and editors.

Skills

YouTube strategy

Audience growth

Content strategy

Creator partnerships

Team leadership

Analytics

Education

Bachelor's degree

Tools

YouTube Analytics

Job description

At NASCAR, you will work alongside passionate people creating experiences fans feel and helping shape the future of sports and entertainment.

Senior Director, Head of YouTube

NASCAR is seeking an experienced Senior Director, Head of YouTube to help shape the future of NASCAR's digital fan experience, lead the organization's YouTube content strategy and creative vision, drive audience growth across one of the world's most influential media platforms, create original programming that deepens fan engagement year-round, and advance NASCAR's position within the evolving creator and digital media landscape.

Based in Charlotte, NC, this role will oversee NASCAR's YouTube ecosystem, building a premier destination for motorsports fans through original content, creator partnerships, audience development, and platform-first storytelling. This leader will play a critical role in expanding NASCAR's reach, cultivating new generations of fans, and creating content experiences that extend fandom far beyond race weekends.

What You'll Do

• Own NASCAR's YouTube strategy across long-form programming, shorts, live content, publishing cadence, audience growth, and long-term channel development.
• Define the channel's creative identity, building a destination that feels creator-first while remaining authentically NASCAR.
• Build programming that serves both lifelong fans and new audiences discovering NASCAR for the first time.
• Develop repeatable YouTube-native franchises that create habitual viewing and extend fandom beyond race weekends.
• Stay ahead of platform trends, algorithm changes, audience behavior, and creator best practices, keeping NASCAR at the forefront of YouTube.
• Build a content roadmap that grows casual viewers into passionate NASCAR fans.
• Build and oversee a slate of original YouTube programming designed specifically for the platform.
• Develop shows, documentaries, live experiences, behind-the-scenes access, creator collaborations, and new storytelling formats.
• Identify, recruit, and develop on-camera talent, hosts, and creators who audiences genuinely connect with.
• Lead creative development from conception through publication, ensuring every project meets a high creative standard.
• Champion YouTube-native storytelling across the organization, including titles, thumbnails, hooks, retention, pacing, and packaging.
• Build YouTube fluency across NASCAR's broader content organization by helping teams think platform-first.
• Own channel performance across subscribers, views, watch time, audience retention, engagement, and revenue.
• Use YouTube Analytics, audience research, and experimentation to continuously improve channel performance.
• Develop a culture of rapid testing and iteration, using data to determine what to scale, refine, or retire.
• Establish a reporting cadence and present channel performance and strategic recommendations to senior leadership.
• Build and lead NASCAR's YouTube organization, including internal staff, freelancers, production partners, editors, and creators.
• Establish scalable production workflows that balance creative ambition with operational excellence.
• Foster a culture of experimentation, accountability, collaboration, and continuous learning.
• Help establish YouTube best practices across the broader content organization.
• Build relationships with leading YouTube creators, production companies, and creative talent.
• Identify opportunities to introduce NASCAR to entirely new audiences through authentic creator partnerships.
• Ensure creator collaborations build lasting audience growth, not simply one-time view spikes.
• Partner closely with Social Media, Digital Production, Broadcast, Marketing, Licensing, Sponsorship, Communications, and Competition teams.
• Help shape how YouTube supports broader business objectives, including fan growth, revenue generation, sponsor value, and brand perception.
• Serve as NASCAR's internal expert on YouTube strategy, educating stakeholders on platform trends, opportunities, and best practices.
• Travel: 25-30%, including weekends
• Directly supervises assigned staff. Carries out supervisory responsibilities in accordance with the organization's policies and applicable laws.
• Responsibilities include interviewing, hiring, and training employees; planning, assigning, and directing work; appraising performance; rewarding and disciplining employees; addressing complaints and resolving problems.

What You'll Bring

• Bachelor's degree from a four-year college or university.
• Portfolio, channel examples, case studies, or work samples demonstrating success growing YouTube audiences, developing original programming, and leading digital content strategy preferred. Candidates should be prepared to discuss measurable audience growth, engagement, retention, and content performance outcomes.
• Minimum of 10 years' experience leading YouTube content strategy, audience development, digital media, creator-led content, or related content organizations; or equivalent combination of education and experience.
• Proficient with company-provided hardware and software.
• Proven track record of growing YouTube channels through audience-first programming, platform-native storytelling, SEO optimization, and data-driven decision making.
• Deep understanding of YouTube Analytics, audience retention, audience development, monetization strategies, channel optimization, packaging, and platform best practices.
• Experience building and scaling successful YouTube-first programming, recurring content franchises, and long-form series that drive audience growth and engagement.
• Proven leader with experience building, mentoring, and developing high-performing creative, editorial, and production teams.
• Experience working with creators, on-camera talent, influencers, or creator partnerships that drive meaningful audience growth and engagement.
• Strong ability to balance creative vision with analytics, audience insights, and business objectives.
• Experience within sports, entertainment, media, streaming, or creator-driven businesses preferred.
• Passion for storytelling, digital innovation, audience growth, and building fandom through content.

Why This Role?

This is an opportunity to help shape how millions of fans discover, experience, and connect with NASCAR beyond race day. As NASCAR continues to grow its digital footprint and reach new audiences, this role will define the organization's presence on one of the world's largest and most influential media platforms. From original programming and creator collaborations to fan storytelling and audience growth, your leadership will help transform YouTube into a year-round destination for NASCAR fans while introducing the sport to entirely new generations of viewers. You'll have the chance to build teams, influence content strategy, create scalable franchises, and help shape the future of NASCAR's digital media ecosystem.

Our people are the key to our success. That is why we offer competitive compensation, a comprehensive benefits package focused on wellness, and opportunities to grow and develop both personally and professionally.

NASCAR is an Equal Opportunity Employer and is committed to conducting recruitment and hiring activities in a fair, ethical, and legally compliant manner. In support of this commitment, all employment decisions are based on job-related qualifications, skills, experience, and performance, and are made without discrimination based on any legally protected characteristic, including but not limited to race, ethnicity, gender, religion, sexual orientation or gender identity, national origin, age, military or veteran status, disability, or any other status protected by applicable federal, state, or local law, including socioeconomic, marital, parental, or caregiving status.

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