Director of YouTube Strategy

Director of YouTube Strategy at Gray Media

About Gray Media:

Gray Media, or Gray, is a multimedia company headquartered in Atlanta, Georgia, formally known as Gray Television, Inc. The company is the nation's largest owner of top-rated local television stations and digital assets serving 113 television markets that collectively reach approximately 36 percent of US television households. The portfolio includes 77 markets with the top-rated television station and 100 markets with the first and/or second-highest-rated television station, as well as the largest Telemundo Affiliate group with 45 markets totaling nearly 1.5 million Hispanic TV Households. The company also owns Gray Digital Media, a full-service digital agency offering national and local clients digital marketing strategies with the most advanced digital products and services. Gray's additional media properties include video production companies Raycom Sports, Tupelo Media Group, and PowerNation Studios, and studio production facilities Assembly Atlanta and Third Rail Studios.

We understand that life needs balance. That is why we offer our employees and eligible family members a comprehensive benefits package, including:

• Comprehensive Medical(Rx), Dental, and Vision Coverage
• Health Savings Account with Company contributions
• Flexible Spending Account
• Employer-paid life and disability benefits
• Paid parental leave benefits
• Adoption and Surrogacy Benefits
• 401(k) Plan, including matching and profit-sharing contributions
• Employee Assistance Program
• Voluntary benefits, including Hospital Indemnity, Critical Illness, Accident Insurance, and supplemental life insurance coverage
• Paid Time Off, including Relocation PTO
• Focus on Caring

Salary/Wage:$100,000 - $120,000/yr

Shift and Schedule:Mon. - Fri. (or at Manager's Discretion)

Job Type:Full-Time

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Job Summary/Description:

Gray Media is seeking an innovative and results-driven Director of YouTube Strategy to lead YouTube content initiatives across local television stations in 115+ markets. This strategic leadership role will be responsible for developing and executing comprehensive plans to significantly increase audience engagement, subscriber base, and maximize revenue opportunities on the platform. The ideal candidate will combine deep knowledge of YouTube's platform, algorithms and best practices with a passion for local news and storytelling.

Duties/Responsibilities include, but are not limited to:

• Strategic Planning & Execution: Develop and implement a comprehensive YouTube strategy across all local stations to drive audience growth, engagement and revenue generation
• Content Strategy: Create content frameworks that optimize local news, investigative reports, weather coverage and community stories for YouTube's platform and algorithm
• Revenue Development: Identify and execute monetization opportunities including advertising revenue, sponsorships and other revenue streams specific to YouTube
• Audience Growth: Design and implement strategies to grow subscribers, increase watch time and expand reach across key demographics
• Platform Expertise: Stay current on YouTube algorithm changes, platform features and best practices; provide training and guidance to station teams
• Performance Analytics: Monitor, analyze and report on key performance metrics; use data insights to optimize content strategy and drive continuous improvement
• Cross-Functional Leadership: Collaborate with news directors, digital teams, sales departments and station management to align YouTube strategy with broader organizational goals
• Team Development: Mentor and train station personnel on YouTube best practices, SEO optimization, thumbnail creation and audience engagement tactics
• Competitive Analysis: Monitor competitor activity and industry trends to maintain competitive advantage in the local news YouTube landscape

Qualifications/Requirements:

• Bachelor's degree in Communications, Journalism, Marketing, Digital Media, or related field
• 5+ years of experience in digital content strategy, with at least 3 years focused specifically on YouTube platform management
• Proven track record of growing YouTube channels and increasing audience engagement and revenue
• Deep understanding of YouTube analytics, SEO, algorithm optimization and platform best practices
• Experience with local news, broadcast journalism, or media organizations strongly preferred
• Strong analytical skills with ability to interpret data and translate insights into actionable strategies
• Excellent communication and presentation skills with ability to influence stakeholders at all levels
• Demonstrated leadership experience managing cross-functional teams and projects
• Knowledge of video production, editing and post-production workflows
• Understanding of digital advertising, programmatic ad sales and revenue optimization

PREFERRED SKILLS & EXPERIENCE:

• Experience managing YouTube channels with 100K+ subscribers
• Knowledge of broadcast news operations and workflows
• Familiarity with YouTube Creator Studio
• Understanding of social media platforms and cross-platform content distribution
• Experience with A/B testing, thumbnail optimization, and title testing

DESIRED SKILLSETS:

• Strategic Thinking: Ability to develop long-term vision while executing short-term tactical plans
• Data-Driven Decision Making: Comfort with analytics and using metrics to guide strategy
• Innovation & Creativity: Forward-thinking approach to content and platform opportunities
• Collaboration: Proven ability to work effectively across departments and with diverse teams
• Adaptability: Flexibility to pivot strategies based on platform changes and performance data
• Communication: Excellent written and verbal communication skills
• Results Orientation: Track record of meeting and exceeding growth and revenue targets

SUCCESS METRICS:

Performance in this role will be measured by growth in subscriber counts, video views, watch time, audience engagement rates and revenue generation across our station YouTube channels.

The successful candidate will demonstrate consistent improvement in these metrics while maintaining high-quality content standards and brand reputation.

If you feel you’re qualified and want to work with a great group of people, go to https://gray.tv/careers#currentopenings, you may type in the job title, station call letters, or click on "apply now", upload your resume, cover letter, and references

(Current employees who are interested in this position can apply through the Gray-TV UltiPro self-service portal)

TV/Gray Media is a drug-free company

Key skills/competency

• YouTube Strategy
• Audience Growth
• Revenue Generation
• Content Optimization
• Performance Analytics
• SEO
• Algorithm Expertise
• Cross-functional Leadership
• Video Production
• Local News Storytelling