Director, YouTube Channels - London

The Director of YouTube Channels oversees the growth, programming, and performance of a portfolio of Animaj’s YouTube channels. We are looking for a data-driven professional who understands the nuances of the YouTube algorithm and the creative heartbeat of children’s entertainment. The role’s mission is to maximize global reach, optimise retention, and ensure Animaj becomes a best-in-class programmer of kids’ content on YouTube. This role isn’t just about managing channels; it’s about shaping the digital childhood of millions of families worldwide. It requires a proactive leader who is curious and constantly ‘in the know’, keeping up to date with YouTube platform developments, trends and training.

Key Responsibilities

• Channel Strategy & Growth: define and execute the long-term programming strategy for a selected portfolio of channels, and identify white-space opportunities for the related IPs on the platform. Oversee content schedules and track content production to ensure deadlines are met.
• Data-Driven Optimisation: use advanced analytics (YouTube Analytics, internal tools and analyses) to monitor Watch Time (WT), AVD (Average View Duration), CTR (Click-Through Rate), and audience retention. Interrogate data to deliver actionable insights and strategies for growth, and pivot strategies based on real-time performance. Contribute to and execute global experimentation frameworks, such as format tests, packaging tests, defined at the group level.
• Cross-Functional Leadership: partner cross-functionally (incl. with Production, Creative, and Music teams) to ensure the content pipeline is optimised for digital-first consumption and performance.
• Monetisation & Metadata: lead a team of YouTube Channel Managers and Coordinators in best-in-class SEO, thumbnail A/B testing, and title optimisation to maximise organic discovery.
• Global Expansion: manage the rollout of localised channels, ensuring cultural relevance and brand consistency across diverse languages/markets.
• Platform Relations: build and maintain regular operational relationships with YouTube’s Partnerships and Support teams, in alignment with YouTube leadership, to stay ahead of policy changes, platform features (e.g. Shorts, Community Tab), and algorithm updates.
• Management and Development: of the team structure, individual reports’ objectives, and career development plans.
• Operational Excellence & Best Practices: drive the adoption of YouTube best practices to ensure consistent execution, quality, and performance across managed portfolio of channels.

Qualifications

• 6-8 years in digital media, with at least 4 years specifically managing and growing popular YouTube channels;
• YouTube Certified with deep, current knowledge of the YouTube platform; knowledge of YouTube Content ID is a must.
• Deep understanding of YouTube’s best practices in kids’ programming and quality principles;
• Leadership: proven track record of managing high-performing teams in a fast-paced and creative environment;
• Mastery of YouTube Studio, CMS, and various data visualisation tools;
• Proficiency in image manipulation and video editing is helpful;
• Mindset: a blend of creativity and logic; creative enough to know what kids love, and analytical enough to prove why it works;
• Fluent in English; additional languages are a major plus;
• Bachelor’s degree preferred.

Outcomes

• After 30 days at Animaj: Deep Catalogue Audit: Review the last 12 months of performance for the assigned IPs delivering a data-backed diagnosis of which videos drive the most Returning Viewers vs. New Viewers. Structural weaknesses in formats, pacing, packaging, and publishing cadence. Retention Analysis: Use the YouTube Audience Retention graphs to identify exactly where the audience drops off. Opinionated 2-year roadmap answering one question: “How do these IPs become category leaders on YouTube?” This includes bold bets, formats to kill, formats to double down on, and markets/languages to prioritise. Team Performance Review: Assess the Channel Management team, ensuring they are all using advanced tools for key optimisations (e.g. title optimisation) effectively. Metadata: Audit SEO practices to ensure parents are finding content through Search (traditional and voice). Dashboard/Report: Build a "Programming Health Report" highlighting top-performing content clusters and immediate "quick wins" for underperforming channels.
• After 90 days at Animaj: Implement at least one major programming/format change per managed IP that will materially improve trajectory within 6 months (not marginal optimisations). Shorts-to-Longform Strategy: Implement a YouTube Shorts strategy designed as a "top-of-funnel" discovery tool to drive traffic to better-monetised longer-form videos. International Synchronisation: Ensure localised content releases coincide with regional holidays or marketing events. Channel Managers operate at a meaningfully higher level: more data-backed, faster iteration cycles, stronger accountability on outcomes. Execution of a 3-month programming calendar with a 15% target increase in Average View Duration (AVD).
• After 180 days at Animaj: Partner with YouTube on early-access/beta features (e.g. YouTube Shopping; A/B Testing for Thumbnails when made available to kids’ partners) to support growth in Viewership and/or Revenues. Build an annual Programming Roadmap that takes into account seasonal trends and cultural moments (e.g. Summer of Sports, incl. World Cup and/or Olympics; Halloween, Christmas, Super Bowl, Earth Day, etc). New IP Development (e.g. Disney/Animaj co-created IP): effective takeover from the incubation and early development phase of the launched channel. Grow top 5 channels’ average monthly watchtime by 10%+ after 6 months in the role (vs. comparable period the prior year) (vs. baseline). Launch or scale at least one new original content format that drives >10M views per video within 30 days.

Interview Process

• First interview with one of our acting Directors of YouTube Channels (45’)
• Interview with Animaj’s Head of YouTube (60’)
• Case Study
• Final Interview with Animaj’s Co-Founder/CBO (45’)