Manager - Content Marketing (YouTube)

Job Description

We are looking for a YouTube Lead to build and scale YouTube as a core organic growth channel across 8 partner universities.

You will own the end-to-end YouTube strategy - positioning, content, programming, production, distribution, and growth.

Key mandate: build YouTube from 1K to 10K subscribers within 6 months, while setting up a scalable long-term content engine.

You will work closely with the Head of Content, Brand, university GTM teams, Creative, and external partners.

1. YouTube Strategy & Growth

• Own YouTube strategy across 8 universities.
• Define channel positioning, content pillars, formats, and programming.
• Build roadmap to grow channels from 1K to 10K subscribers in 6 months.
• Develop repeatable content franchises (not one-off videos).
• Continuously test formats, topics, thumbnails, titles, and distribution levers.

2. Content Strategy & Programming

• Own content calendar and programming across all channels.
• Identify audience insights, trends, and high-performing topics.
• Translate university brand narratives into YouTube-first content.
• Create briefs, scripts, and formats with internal teams and agencies.
• Ensure differentiated identity for each university while maintaining efficiency.

3. Channel Operations & Ecosystem

• Set up the operating model for YouTube from scratch.
• Work with internal teams and external agencies for production and execution.
• Manage agencies, creators, and production partners.
• Build workflows for ideation, production, publishing, and reporting.
• Lead and mentor 1 direct report.

4. Distribution & Organic Growth

• Drive organic discovery across YouTube search, recommendations, and trends.
• Optimize titles, thumbnails, playlists, and channel structure.
• Build content loops with Social Media and other organic channels.
• Convert existing audiences into YouTube subscribers.

5. International Branch Campus Channels

• Build and scale surrogate YouTube channels for International Branch Campus content.
• Create independent, credible content properties around global education, careers, and universities.
• Design these for long-term audience building and monetisation potential.
• Explore partnerships, creators, and future revenue opportunities.

6. Brand Collaboration

• Work with Brand team to ensure alignment with university positioning.
• Partner with GTM teams on audience and programme priorities.
• Translate brand narratives into native YouTube storytelling.

7. Analytics & Performance

• Track and optimise key metrics: subscribers, views, watch time, retention, CTR, engagement, and discovery.
• Use insights to scale winning formats and improve performance continuously.

What We're Looking For

Must Have

• 8+ years in YouTube, video content, or organic growth.
• Proven experience building and scaling YouTube channels from early stage.
• Strong understanding of YouTube algorithms, audience behaviour, and growth levers.
• Experience with long-form and Shorts content.
• Experience managing teams, agencies, or production partners.
• Strong analytical skills and comfort with performance metrics.

Preferred

• Experience in EdTech, media, consumer internet, D2C, entertainment, or youth-focused brands.
• Experience building channels from zero.
• Experience with creator/influencer-led content.
• Exposure to monetisable content properties.
• Experience with global/international brands.

Ideal Candidate

We are looking for someone who is hands-on, entrepreneurial, and audience-obsessed.

Someone who:

• Has built audiences from scratch, not just managed existing ones.
• Understands both brand storytelling and growth mechanics.
• Can operate across multiple brands while maintaining distinct identities.
• Is comfortable experimenting, iterating, and building playbooks from zero.