Senior Director, YouTube Strategy & Creator Partnerships

ProductionHUB; Charlotte (NC); On-site; USD 120,000 - 180,000; Full time

Job summary

NASCAR in Charlotte, NC, seeks a Senior Director, Head of YouTube to drive NASCAR's YouTube strategy, create original programming, and lead channel growth. You will shape the creator-first identity, recruit on-camera talent, and oversee the end-to-end development of shows, documentaries, and live experiences that deepen fan engagement year-round.

As the internal expert on YouTube trends, you will partner with marketing, production, and digital teams to expand NASCAR's reach and monetization

Responsibilities

• 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.

Job description

NASCAR in Charlotte, NC, seeks a Senior Director, Head of YouTube to drive NASCAR's YouTube strategy, create original programming, and lead channel growth. You will shape the creator-first identity, recruit on-camera talent, and oversee the end-to-end development of shows, documentaries, and live experiences that deepen fan engagement year-round.

As the internal expert on YouTube trends, you will partner with marketing, production, and digital teams to expand NASCAR's reach and monetization