Director, Youtube

Essential Duties And Responsibilities

• Develop and own the YouTube channel strategy for emerging fan audiences, with responsibility for long-form content, YouTube Shorts, recurring formats, publishing cadence, growth tactics, and long-term audience development milestones.
• Define the creative identity of the channel, including its tone, aesthetic, recurring formats, and on-screen personality, ensuring it feels authentic to the target audience while staying true to the Miami HEAT brand.
• Stay ahead of YouTube platform changes, algorithm shifts, and emerging creator trends to continuously optimize the channel's performance and growth.
• Build a content roadmap that moves fans from casual viewers to deeply engaged HEAT fans, laying the foundation for a lifetime of fandom.
• Develop a balanced content ecosystem across long-form episodes, YouTube Shorts, and platform-native formats that support both audience discovery and deeper fan engagement.
• Lead a production function comprised of both internal and external resources. Oversee all aspects of content production from ideation and scripting through filming, editing, and publishing, ensuring consistent quality and publishing cadence.
• Identify, develop, and manage on-screen host talent who can authentically connect with next-generation fan audiences and become the recognizable face of the channel.
• Build YouTube fluency across the broader content team over time — you’re not the only person who should understand this. Be the internal evangelist for YouTube-native thinking (titles, thumbnails, hooks, formats) with everyone who touches content.
• Collaborate closely with the Content and Creative teams to ensure brand consistency while maintaining the channel's distinct creative voice.
• Own channel growth metrics including subscribers, views, watch time, engagement rate, and audience retention. Use YouTube Analytics and platform data to continuously refine content strategy and improve performance.
• Develop a data-informed understanding of what resonates with the target audience and translate that understanding into content decisions.
• Establish reporting cadence and present channel performance to senior leadership on a regular basis.
• Cross-Functional Collaboration: Partner with the Content and Creative pillars to ensure YouTube content reflects the visual and voice standards of the Miami HEAT brand. Collaborate with the Retail Marketing and E-Commerce team on opportunities to connect YouTube audience engagement to relevant retail moments and brand drops. Serve as the internal expert on YouTube platform dynamics, educating cross-functional partners on opportunities and best practices. Build and lead a creator partnership strategy that extends the channel's reach beyond the existing HEAT fanbase. Integrate creator-led content into the channel's format slate so collaborations drive subscriber growth and discovery, not just one-time view spikes.

Desired Qualifications

• You have personally owned and grown a YouTube channel. You know what real growth looks like because you’ve been responsible for it, not adjacent to it.
• You think in formats first and understand YouTube natively. You know what makes someone click, what keeps them watching, what the algorithm is rewarding now, and how long-form, Shorts, packaging, SEO, community, and channel mechanics work together.
• You understand both the creative and relationship side of the platform. You know how to build concepts that resonate with younger audiences, develop a channel voice that feels authentic, and work effectively with creators by understanding the incentives, leverage, and trust those partnerships require.
• You pair strong creative instincts with real operational judgment. You use data to make decisions, know how to read YouTube Studio and performance dashboards, and are comfortable making hard editorial calls about what to build, what to kill, and what to keep refining.
• You can build something new and lead it well. You’re comfortable operating entrepreneurially, balancing ambition with production realities and budget constraints, leading small teams hands-on, giving clear creative direction, aligning senior stakeholders, and managing multiple priorities without losing momentum.
• You’re excited about the organizational challenge: working inside a professional sports franchise, collaborating with a large creative team, and bringing YouTube-native thinking into a context that hasn’t fully had it before. The access and resources you’ll have are genuinely rare. The right person sees that immediately and is excited about this opportunity.