Senior Director, Head of YouTube

The Publish Press; Charlotte, Northern (NC, KY); Hybrid; USD 180,000 - 260,000; Full time

Job summary

The Publish Press is seeking a Head of YouTube to lead NASCAR's strategy, programming, and creative vision for the platform from Charlotte. You will build original formats, guide a dedicated team, and leverage performance data to grow viewership, fandom, and revenue across long-form, Shorts, and live content.

You'll recruit on‑camera talent, manage external partners, and set publishing standards, balancing creative ambition with operational excellence to expand NASCAR's YouTube footprint.

Qualifications

• Seven or more years of experience leading YouTube content strategy and channel development.
• Proven track record growing YouTube channels and audiences.
• Strong understanding of audience development, retention, monetization, SEO, and YouTube best practices.

Responsibilities

• Own NASCAR's YouTube strategy across long-form programming, Shorts, live content, publishing cadence, audience growth, monetization, and long-term channel development.
• Define and maintain a distinct creative identity native to YouTube, authentically NASCAR, serving core fans and new audiences.
• Build and oversee a slate of original programming for YouTube, including repeatable franchises and collaborations.
• Lead creative development from concept through publication, setting standards for storytelling, hooks, thumbnails, retention, and packaging.
• Develop programming that creates habitual viewing beyond race weekends and moves casual viewers toward deeper NASCAR fandom.
• Build and lead NASCAR's YouTube team, including staff, production partners, and creators.
• Identify, recruit, and develop on-camera hosts and creators with strong audience connections.
• Own channel performance across subscribers, views, watch time, engagement, and revenue.
• Use YouTube Analytics, audience research, testing to decide what content to scale or retire.
• Establish reporting cadence and present performance insights to senior leadership.
• Establish scalable production and publishing workflows balancing creativity, speed, and efficiency.
• Foster a culture of experimentation, accountability, collaboration, and mentorship within the team.
• Build relationships with creators and production partners to grow NASCAR's audience.
• Partner with social media, marketing, editorial and internal teams to align YouTube with broader business objectives.
• Serve as NASCAR's internal YouTube expert and advise on trends and opportunities.

Job description

SUMMARY

The Head of YouTube leads NASCAR’s strategy, programming, and creative vision for the platform, building a channel audiences choose to return to week after week. This role will develop original YouTube-first formats and repeatable franchises, lead a dedicated team and external partners, and use audience insights and performance data to grow viewership, fandom, and revenue.

You’ll have access to what few creators ever get: drivers, teams, races, garages, personalities, and stories, and the opportunity to turn that access into programming millions of fans choose to watch, whether there’s a race that weekend or not.

ESSENTIAL DUTIES AND RESPONSIBILITIES

Essential duties and responsibilities include the following. Other duties may be assigned.

• Own NASCAR's YouTube strategy across long-form programming, Shorts, live content, publishing cadence, audience growth, monetization, and long-term channel development.
• Define and maintain a distinct creative identity that is native to YouTube, authentically NASCAR, and capable of serving both core fans and new audiences.
• Build and oversee a slate of original programming developed specifically for YouTube, including repeatable franchises, behind-the-scenes content, creator collaborations, and live experiences.
• Lead creative development from concept through publication, setting standards for storytelling, hooks, pacing, titles, thumbnails, retention, and overall packaging.
• Develop programming that creates habitual viewing beyond race weekends and moves casual viewers toward deeper NASCAR fandom.
• Build and lead NASCAR's YouTube team, including internal staff, production companies, freelancers, editors, creators, and other external partners.
• Identify, recruit, and develop on-camera hosts and creators who can build meaningful connections with audiences.
• Own channel performance across subscribers, views, watch time, audience retention, engagement, and revenue.
• Use YouTube Analytics, audience research, testing, and experimentation to determine what content to scale, refine, or retire.
• Establish a consistent reporting cadence and present channel performance, insights, and strategic recommendations to senior leadership.
• Establish scalable production and publishing workflows that balance creative ambition, quality, speed, and operational efficiency.
• Foster a culture of experimentation, accountability, collaboration, and continuous learning while mentoring and developing team members.
• Build relationships with leading YouTube creators, production companies, and creative talent to introduce NASCAR to new audiences and drive sustained channel growth.
• Partner closely with social media, marketing, editorial and other internal teams to align YouTube with broader business objectives.
• Serve as NASCAR's internal YouTube expert, building platform fluency across the organization and advising stakeholders on trends, opportunities, and best practices.
• Stay current on platform trends, algorithm changes, audience behavior, creator practices, monetization, and emerging content formats.

EDUCATION/EXPERIENCE

Seven or more years of experience leading YouTube content strategy, channel development, digital media, or creator-led content with a demonstrated track record of growing a YouTube channel or audience.

OTHER QUALIFICATIONS

• Experience building successful YouTube-first programming, recurring content formats, and long-form series that drive audience growth and engagement.
• Experience leading creative teams and managing content production from concept through publication.
• Strong understanding of audience development, retention, packaging, monetization, SEO, and YouTube best practices.
• Demonstrated ability to use YouTube Analytics, audience research, and testing to make creative and programming decisions.
• Experience developing on-camera talent and working with creators or creator partnerships preferred.
• Ability to balance creative ambition with operational execution, rapid experimentation, and performance accountability.
• Experience in sports or media is helpful but not required; exceptional YouTube expertise and audience-building experience are more important than traditional sports industry experience.