Senior Director, YouTube Strategy & Creative

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

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.