Sr. YouTube Strategist
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AI Summary
About BMG360
We're looking for a Senior YouTube Strategist who lives and breathes YouTube—not just as an advertising platform, but as an ecosystem. This role requires someone who understands how viewers discover content, how YouTube's recommendation engine works, how creative impacts campaign performance, and how brands can leverage both paid and organic strategies to build sustainable growth.
The Senior YouTube Strategist will lead YouTube creative strategy across paid and organic initiatives for a portfolio of enterprise clients. This individual will partner closely with Paid Media, Creative, Analytics, and Client Services teams to develop high-performing YouTube strategies that drive measurable business results.
The ideal candidate has 5–7 years of experience developing YouTube-first creative strategies and understands how content, audience behavior, media buying, and platform algorithms work together throughout the customer journey.
This is a highly client-facing position requiring strategic thinking, exceptional communication skills, and the ability to translate performance insights into actionable recommendations.
Key Responsibilities
- Lead creative strategy for YouTube campaigns across the full marketing funnel, including:
- Brand Awareness
- Video Reach Campaigns
- Demand Generation
- Consideration
- Performance & Conversion campaigns
- Develop YouTube-first creative frameworks that align messaging with viewer intent and campaign objectives.
- Build creative briefs informed by audience insights, platform best practices, competitive research, and historical performance.
- Recommend appropriate creative formats based on campaign goals, including:
- Shorts
- Skippable In-Stream
- Non-Skippable
- In-Feed Video
- Bumper Ads
- Connected TV
- Partner with internal production teams to ensure creative assets are built specifically for YouTube viewing behaviors rather than repurposed from other channels.
- Establish creative testing roadmaps and iterate based on performance insights.
- Collaborate closely with Paid Media teams to develop campaign strategies supporting:
- Top-of-funnel awareness initiatives
- Demand Generation campaigns
- Mid-funnel consideration programs
- Full-funnel YouTube strategies
- Understand how creative requirements evolve across campaign objectives and placement types, ensuring assets are optimized for each environment.
- Preferred experience includes:
- Google Ads
- Demand Gen Campaigns
- Video Action Campaigns
- YouTube Select
- Connected TV
- Audience targeting strategies
- Creative sequencing
- Lift studies
- Brand Lift
- Incrementality testing
DV360 Creative Strategy (Preferred)
- Experience supporting video creative strategy across DV360 campaigns is highly valued, including:
- Creative requirements across inventory types
- Premium publisher environments
- Connected TV
- Open Exchange
- Programmatic Guaranteed
- Private Marketplace inventory
- Video asset specifications
- Creative sequencing
- Cross-device storytelling
Organic YouTube Growth Strategy
- Develop and oversee strategies designed to build sustainable YouTube channel growth by leveraging platform best practices and audience engagement principles.
- Responsibilities include:
- Channel positioning
- Content strategy development
- Video packaging
- Thumbnail strategy
- Title optimization
- Metadata optimization
- Playlist strategy
- Audience retention analysis
- Publishing cadence
- Community engagement
- Subscriber growth initiatives
Candidates should understand how YouTube's recommendation systems evaluate content performance and how audience signals influence long-term growth.
Knowledge of emerging search behaviors—including YouTube's increasing role in AI-powered search experiences and AI-generated overviews—is highly desirable.
Performance Analysis & Optimization
- Analyze YouTube campaign performance across paid and organic initiatives.
- Identify trends impacting audience engagement and conversion performance.
- Develop strategic optimization recommendations.
- Create testing roadmaps informed by platform insights.
- Translate performance data into actionable creative recommendations.
- Partner with Analytics teams to establish success metrics and reporting frameworks.
- Serve as the strategic YouTube expert across assigned accounts by:
- Leading client strategy sessions
- Presenting campaign recommendations
- Developing quarterly roadmaps
- Delivering performance reviews
- Communicating platform updates
- Educating clients on emerging YouTube capabilities and industry trends
Cross-Functional Collaboration
- Partner closely with:
- Creative Strategy
- Video Production
- Paid Media
- Analytics
- SEO
- Social Strategy
- Client Services
- Business Development
Support integrated campaigns where YouTube serves as a critical growth channel within broader digital marketing ecosystems.
Qualifications
Required
- 5–7 years of YouTube creative strategy experience.
- Deep understanding of YouTube's advertising ecosystem.
- Proven experience developing YouTube-first creative strategies.
- Strong understanding of audience behavior across the customer journey.
- Experience creating creative testing frameworks.
- Strong analytical and data interpretation skills.
- Experience presenting recommendations directly to clients.
- Excellent written and verbal communication skills.
- Highly organized with strong project management capabilities.
Preferred
- Experience with YouTube media buying.
- Google Ads certification.
- Experience with Demand Gen campaigns.
- DV360 creative strategy experience.
- Knowledge of Brand Lift and Conversion Lift methodologies.
- Experience with YouTube Analytics, GA4, and Looker Studio.
- Familiarity with creator partnerships, influencer content, and UGC strategies.
- Understanding of AI-driven search behavior and YouTube optimization for AI-powered discovery.
Compensation is commensurate with experience.
About Us
BMG360 is a high growth, private equity backed, tech enabled marketing agency that specializes in direct response advertisements across TV, audio, digital and direct mail. With recent acquisitions of a leading paid search and social firms, we are expanding our offerings and capabilities and are poised to become a powerhouse. Our data-driven systems deliver fixed cost leads so clients can grow their businesses rapidly and with minimal risk. From creative development to analytics, media strategy to revenue optimization, BMG360 has the expertise and knowledge to fit together all of the pieces of a successful direct response campaign and deliver powerful and profitable results.
Why BMG360?
BMG360 has been a leader in the industry since 2003, and we are growing exponentially.This staggering growth provides our employees with unparalleled opportunities to play a role in shaping the company’s direction. Each employee plays an integral role in the evolution of BMG360 so company-wide transparency is paramount. Leadership is committed to making sure the entire team knows how the company is performing in relation to our annual goals, what challenges we are facing as a company and what opportunities are on the horizon. We pride ourselves on fostering a fun and fast-paced environment to work and grow your career. At BMG360 you’ll have the opportunity to work as part of a close-knit team, working towards a common goal.
We are an equal opportunity employer and are committed to building a diverse and inclusive team. We consider all qualified applicants without regard to race, color, religion, sex, sexual orientation, gender identity, national origin, disability, veteran status, or any other protected characteristic.
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