YouTube Channel Manager

  • Ancestry
  • Aug 30, 2021

Job Description

About Ancestry:
When you join Ancestry, you join a human-centered company where every person’s story is important. We believe that by discovering the struggles and triumphs of our past, we can foster deeper bonds and more meaningful connections among families and communities. Our talented team of scientists, engineers, genealogists, historians, and storytellers is dedicated to empowering customers around the world from all backgrounds on their journeys of personal discovery.

With more than 27+ billion digitized global historical records, 100 million family trees, and 18 million people in our growing AncestryDNA database, Ancestry helps customers discover their family story and gain a new level of understanding about their lives. Passionate about dedicating your work to enriching people’s lives? You belong at Ancestry.

Ancestry is looking for a data-driven, highly pragmatic media professional with 5+ years hands-on experience in managing highly visible YouTube channel to help guide Ancestry’s evolution towards a consumer and brand focused marketing organization.

This role will be a key in building a holistic YouTube strategy to grow our demand for Ancestry’s suite of products and consumers. This role will focus on YouTube advertising and media planning, global paid & organic content discovery campaigns, and YouTube search optimization planning & optimization based on insights and measurement analytics.

The person in this role will be help drive innovation and growth in the YouTube branding space externally with agencies/production partners along with educating and evangelizing the content and opportunities to the broader internal marketing organization. The person in this role will have an influential voice in crafting plans and strategies across our global YouTube presence. 

What You'll Do:

  • Inspire and drive innovation, curation, navigation and best practice channel management for Ancestry’s YouTube channel with the aim of increasing TAM and customer acquisition efforts.
  • Lead, Create and Manage all YouTube content publishing and paid media campaigns to include content strategy, media plan scenarios and audience segmentation requirements globally. Own YouTube editorial calendar and ensure all pertinent parties are aware of organic content publishing and paid media campaign dates.
  • Audit and evaluate historical and ongoing YouTube content mix and performance.
  • Partner closely with Programming team, external agencies and content creators to strategize content engagement models, discoverability and paid media amplification strategies.
  • Contribute to the YouTube channel content ideation process by pitching ideas to the Programming team, participating in content and casting reviews and collaborating with content creators on concepts and formats. Help drive talent development, tapping Ancestry personalities and influencers.
  • Partner closely with performance media agency, vendors and in-house brand digital for campaign buying and execution to ensure investment is aligned with strategy objectives. Ensure data visibility, reporting measurement accuracy and clear impact insights in response to the media investment strategy.
  • Lead all YouTube performance reporting as needed across channels, platforms and domains. Own reporting of YouTube channel business impact partnering with Analytics and Brand Measurement Teams to better optimize and scale YouTube content creation and advertising investment on the channel.
  • Participate in the budget tracking, financial reporting and forecasting of YouTube channel investment to ensure maximum efficiency of content and paid media.
  • Research and drive selection, agency outreach, contracting etc. for Influencer integrations on Influencer’s YT channels. Liaise closely with research, programming and social teams throughout the various stages of development and production.
  • Conduct audit of Influencers and various talent reporting regularly on key findings e.g. trends, watch outs, etc.
  • Gather, commission and steward brand and consumer insight data and Google/YouTube media landscape trends and intelligence to inform all brand media planning. Deliver quarterly case study to help inspire content concepts, formats and strategic direction and course corrections based on current and evolving developments and trends.
  • Create YouTube channel brief for new and prospective content creator and agency partners highlighting current subs and stats including content mix, what’s working/what’s not, areas of opportunity, target demo, growth targets, etc.
  • Develop campaign briefs as needed that enable Creative and Content teams to identify key messaging and creative opportunities and assets aligning to YouTube channel objectives.
  • Advocate, support and help prioritize the logistical ad implementation requirements (assets, tagging, etc.) for campaigns in partnership with Ad Ops teams. 

  • Who You Are:

  • 5+ years' experience building and deploying digital end-to-end media campaigns
  • Be an epic team player, collaborator and innovation agent.
  • Experience in brand & audience based media planning principles
  • Self-starter with excellent organization skills and ability to multi-task
  • Stronger proficiency specifically on Google and YouTube platform capabilities and innovation
  • Creative thinker with strong analytical skills -- comfortable interpreting data, deriving actionable media insights and using them to inform future campaigns
  • Ability to collaborate cross-functionally, within a fast-paced, entrepreneurial environment
  • High proficiency and advanced experience in Excel (pivot tables, advanced formulas, etc.)
  • Team player with excellent interpersonal skills, self-motivated with “can-do” attitude
  • BA/BS in Marketing, History, Business, Economics or Statistics

  • For information on our benefits, please visit our website at http://ancestry.com/careers.

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    Additional Information:
    Ancestry is an Equal Opportunity Employer that makes employment decisions without regard to race, color, religious creed, national origin, ancestry, sex, pregnancy, sexual orientation, gender, gender identity, gender expression, age, mental or physical disability, medical condition, military or veteran status, citizenship, marital status, genetic information, or any other characteristic protected by applicable law. In addition, Ancestry will provide reasonable accommodations for qualified individuals with disabilities.

    All job offers are contingent on a background check screen that complies with applicable law.  For San Francisco office candidates, pursuant to the San Francisco Fair Chance Ordinance, Ancestry will consider for employment qualified applicants with arrest and conviction records.  

    Ancestry is not accepting unsolicited assistance from search firms for this employment opportunity. All resumes submitted by search firms to any employee at Ancestry via-email, the Internet or in any form and/or method without a valid written search agreement in place for this position will be deemed the sole property of Ancestry. No fee will be paid in the event the candidate is hired by Ancestry as a result of the referral or through other means.