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VP, YouTube Strategy - The Orchard

New York, NY

We are seeking a strategic and experienced Vice President of YouTube Strategy to enhance our YouTube offerings, working closely with YouTube, internal teams, and high-profile clients to drive platform growth, content creation, and monetization. In this senior leadership role, you will oversee a significant P&L and work cross-functionally to develop and execute innovative strategies that maximize engagement and profitability. This position reports to SVP, Content based in NYC.

What you’ll do:

  • Act as the primary business lead for the YouTube account, taking ownership of overall strategy and performance. Centralize communication across internal teams, ensuring alignment and a unified approach to all initiatives.
  • Own and manage the YouTube-related P&L, ensuring revenue growth and profitability.
  • Develop and drive the implementation of a global YouTube strategy that grows revenue and aligns with business goals. Serve as senior liaison to the executive team, proactively communicating KPIs, business and market trends, and concerns, including content monetization, channel optimization, and performance tracking.
  • Develop and articulate management presentations to partners and internal stakeholders.
  • Work cross-functionally with internal teams (Label Management, Artist and Label Partnerships, Marketing, Rights Management, Ad Sales, Partner Development, PDE) to identify opportunities for growth and execute strategies that align with YouTube best practices for engagement, monetization, and long-term success.
  • Scale and optimize YouTube channel operations, ensuring content is uploaded, monetized, and optimized for maximum exposure and revenue.
  • Provide feedback and help prioritize new strategies, tools, and automated processes for content management, data insights, and operational efficiency.
  • Determine KPIs and metrics for measuring success. Utilize data-driven insights to inform strategy, track performance, and adjust plans to meet objectives.
  • Lead, mentor, and manage a high-performing team of YouTube Audit Specialists to identify and analyze strategic initiatives.
  • Develop and maintain strong relationships with key executives at YouTube and SME. Leverage these relationships to remove obstacles, advocate for our clients’ needs, and unlock growth opportunities that drive business success.
  • Stay up-to-date with YouTube’s latest features, trends, algorithms, and best practices and apply this knowledge to help us adapt, innovate, and stay competitive in the digital music space.
  • Develop and execute strategic pitches to attract new YouTube clients. Collaborate with the Artist and Label Partnerships and Label Management teams to identify opportunities and present compelling YouTube strategies that align with prospective clients’ business objectives.
  • When appropriate, build and maintain relationships with external stakeholders, including labels and platform partners to drive business growth.
  • Track and monitor new and existing partner requirements, ensuring the successful implementation and communication of changes to stakeholders.

Who you are:

  • 12+ years in the digital music or entertainment industry, with a focus on YouTube or video platforms. At least 3 years in a senior leadership role, driving strategic initiatives across multiple teams.
  • Proven experience in YouTube strategy, rights management, channel optimization, asset management and revenue generation.
  • Proficiency in using data analytics (e.g. YouTube Analytics, Looker) to track performance, identify growth opportunities, and optimize content strategies.
  • Deep understanding of YouTube’s algorithm, content best practices, and monetization opportunities, preferably within the music vertical, including strong expertise in YouTube Content ID systems, and YouTube analytics.
  • Exceptional communication skills, with the ability to effectively present strategies, build relationships with key partners, and influence internal and external stakeholders.
  • Travel required, including regular trips to NY, Los Angeles, San Bruno and London to meet with internal stakeholders and YouTube account leads, as well as attendance at selected conferences and client meetings.
  • Strong leadership and management skills, with the ability to inspire and guide a team towards achieving client goals and business objectives.
  • Ability to work across a multifunctional team successfully. Experience navigating complex problems while collaboratively partnering with all levels of the organization.
  • Experience managing P&Ls, including forecasting, budgeting, and maximizing revenue generation.
  • Ability to think strategically and lead cross-functional teams to execute complex initiatives.
  • Adaptable and comfortable working in a fast-paced, evolving industry.

What We Give You

  • You join an inclusive, collaborative and global community where you have the opportunity to channel your passion every day  
  • A modern office environment designed to foster productivity, creativity, and teamwork empowering you to bring your best  
  • Opportunities to connect with our valuable resources, such as our Counsel of Equity & Progressive Action (CEPA), a group created by our employees tasked with developing and implementing innovative solutions to advance a globally-shared goal of ensuring fair and inclusive spaces for all
  • An attractive and comprehensive benefits package including medical, dental, vision, life & disability coverage, and 401K + employer matching 
  • Voluntary benefits like company-paid identity theft protection and resources for pets, mental health and meditation resources, industry-leading fertility coverage, fully paid leave for childbirth or bonding, fully paid leave for caregivers, programs for loved ones with developmental disabilities and neurodiversity, subsidized back-up child and elder care, and reimbursement for adoption, surrogacy, tuition, and student loans 
  • Investment in your professional growth and development enabling you to thrive in our vibrant community.  
  • The space to accelerate progress, positively disrupt, and create what happens next  
  • Time off for a winter recess 

About The Orchard

The Orchard is a leading music distribution company operating in 47 markets worldwide –  distributing music from independent artists, including Ozuna, Skepta, Jorja Smith, and Kelsea Ballerini. With cutting-edge operations and an unparalleled global team, The Orchard partners with labels of all sizes to make their music and video available across hundreds of digital and physical retailers worldwide. The Orchard focuses on providing a comfortable, social, and engaging environment to encourage productivity and creativity.

The Orchard is committed to providing equal employment opportunity for all persons regardless of age, disability, national origin, race, color, religion, sex, sexual orientation, gender, gender identity or expression, pregnancy, veteran or military status, marital and civil partnership/union status, alienage or citizenship status, creed, genetic information or any other status protected by applicable federal, state, or local law.

The anticipated annual base salary does not include any other compensation components or other benefits that an individual may be eligible for.  The actual base salary offered depends on a variety of factors, which may include as applicable, the qualifications of the individual applicant for the position, years of relevant experience, specific and unique skills, level of education attained, certifications or other professional licenses held, and the location in which the applicant lives and/or from which they will be performing the job.

New York Pay Range

$175,000 - $200,000 USD

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