YouTube Channel and Programming Lead

Responsibilities

• Own and execute a platform-native content strategy across every format in the YouTube ecosystem — longform, Shorts, live, podcasts, and emerging formats — with expert-level command of how format, length, packaging, and upload cadence interact to drive algorithmic performance and retention across all viewer device types and segments
• Lead new content franchise development: identify emerging formats, pilot new franchises, and scale what works to grow watch time, revenue, and sustained audience engagement across the NBA’s channel portfolio
• Serve as the NBA’s internal expert on YouTube content — including thumbnail strategy, title and metadata optimization, hook construction, and retention engineering — and drive a disciplined A/B testing culture to continuously optimize click-through rates
• Develop and own the NBA’s YouTube SEO strategy, optimizing content for search intent across titles, descriptions, tags, and metadata
• Own a Shorts-to-longform content strategy that uses short-form content to acquire new audiences and funnel them into deeper, longform programming
• Optimize end screens and in-video cards to maximize session time across the NBA’s portfolio
• Optimize and own the NBA’s YouTube programming for Connected TV consumption, demonstrating a deep understanding of how the platform and viewer behaviors are evolving across devices
• Stay ahead of YouTube’s evolving content landscape — algorithm updates, new formats, creator trends, cultural moments — and translate those signals into programming decisions
• Translate broader NBA content priorities, programming and initiatives into YouTube-native content executions that serve promotional goals while maximizing on-platform engagement
• Continuously analyze performance across NBA-owned channels, UGC, and the broader creator ecosystem to surface audience insights and identify what’s resonating and why

Requirements

• 10+ years of experience with deep, demonstrated expertise in YouTube as a platform — including its content ecosystem, creator culture, algorithm mechanics, Content ID, and YouTube Studio
• A proven track record of building and growing YouTube content that performs at scale, ideally within a major media, entertainment, sports, or creator-driven channel
• A creator’s intuition: a genuine feel for what makes content work on YouTube and the ability to develop and greenlight ideas that connect with audiences
• Strong analytical skills with the ability to interrogate platform data, identify trends, and translate insights into content and creator strategy
• Experience structuring and managing creator partnerships, licensing agreements, or revenue-share programs is preferred
• Outstanding communication and collaboration skills; comfortable presenting platform strategy and performance data to senior leadership
• Established network within the YouTube/Google ecosystem and the broader digital creator community is preferred
• Deep familiarity with YouTube analytics tools (e.g., YouTube Analytics, Tubular Labs) to track trends and benchmark performance
• A genuine passion for basketball and an understanding of the NBA’s global brand and fanbase
• Bachelor’s degree required

Preferred

• Experience structuring and managing creator partnerships, licensing agreements, or revenue-share programs is preferred
• Established network within the YouTube/Google ecosystem and the broader digital creator community is preferred

Benefits

• Employees may be eligible to participate in medical; dental; vision; life/AD&D insurance; short- and long-term disability; fertility and family-forming assistance; wellbeing allowance; educational assistance; mental health coaching/therapy; tax advantaged accounts such as HSA and healthcare/dependent care FSAs; a 401(k) retirement plan; and time off benefits that include vacation, sick time, and personal days.