Analyst, Growth Strategy – YouTube

About the role

The National Hockey League (NHL®), founded in 1917, is the premier professional ice hockey league in the world and a major professional sports league in the United States and Canada, with over 1,500 employees across the US and Canada. The NHL is a global sports and entertainment organization committed to building healthy and vibrant communities through hockey, embracing the philosophy that Hockey is for Everyone. The NHL is seeking a data‑driven, entrepreneurial, and content‑obsessed Analyst, Growth Strategy – YouTube to accelerate audience growth, optimize video performance, and maximize the impact of NHL content across YouTube and digital video platforms. This highly visible role within the Analytics & Research department partners with Content, Editorial, Social Media, Business Development, and other League stakeholders to deliver actionable insights and drive performance throughout the NHL’s YouTube ecosystem. The Analyst will leverage audience, content, and platform data to uncover growth opportunities, refine content strategies, and influence business decisions that deepen fan engagement and expand reach. The ideal candidate combines strong analytical expertise with a deep understanding of YouTube’s creator ecosystem, has experience testing and refining titles, thumbnails, metadata, publishing strategies, and video formats to drive performance, identifies opportunities to leverage creators and emerging trends to grow audiences, and possesses a passion for understanding what drives sports fans to watch, engage, subscribe, and return across digital platforms.

Responsibilities

• Translate complex datasets and performance metrics into actionable insights and strategic recommendations.
• Support YouTube content optimization initiatives, including testing and refining titles, thumbnails, metadata, publishing strategies, and content formats to drive audience growth and engagement.
• Design and analyze experiments and A/B tests to identify performance drivers and inform content, creative, and distribution strategies.
• Analyze channel performance across audience, content, traffic, subscriber, and monetization metrics to uncover growth opportunities.
• Build dashboards, reporting frameworks, and executive presentations that communicate content and audience performance to stakeholders.
• Support the NHL’s YouTube and creator strategies through audience research, competitive benchmarking, and identification of emerging trends and partnership opportunities.
• Collaborate across departments to provide data‑driven guidance that enhances content performance and audience development.
• Proactively identify trends, opportunities, and risks across the digital video and sports media landscape.
• Monitor platform updates, algorithm changes, and industry developments to inform best practices and strategic recommendations.

Requirements

• 2+ years of experience in digital analytics, audience development, social media analytics, video analytics, or a related field.
• Deep understanding of YouTube Analytics, audience growth strategies, and key performance metrics including CTR, watch time, retention, engagement, subscriber growth, and monetization.
• Excellent data‑driven storytelling skills – ability to create and deliver compelling presentations with outstanding visuals to high‑level stakeholders.
• Experience implementing content experimentation and optimization initiatives, including testing titles, thumbnails, metadata, creative assets, and content formats.
• Proficiency in developing dashboards, visualizations, executive reports, presentations, and other business intelligence deliverables.
• Strong experience with data visualization tools such as Tableau, Looker, Power BI, or similar platforms.
• Advanced proficiency in YouTube Studio and Microsoft Excel.

Qualifications

• Preferred experience with SQL, Python, R, or similar analytical tools.
• Experience working with creator economy platforms