Social Media Strategist - YouTube

As our footprint on YouTube grows from supporting cutdowns into YouTube-first content, episodic shows, originals, and discovery-optimized content, we need a strategist fully dedicated to the platform. This person owns how we show up on YouTube end to end: channel strategy, content programming, creative direction, rollout, and audience growth. They are the in-house authority on what works on YouTube and translate that into briefs, plans, and decisions the rest of the social team can execute.

What you’ll own

• YouTube channel strategy. Define the channel’s positioning, content pillars, and programming model across long-form, Shorts, and live. Build the strategy for YouTube-first content, recurring installments, presentations, and original works.
• Creative strategy input. Partner alongside creative strategists to compose briefs so that concepts are built for YouTube from the beginning, not adapted after the fact. Translate platform mechanics (packaging, hooks, retention, pacing) into creative direction.
• Creative briefing. Brief creatives on YouTube-specific creative: thumbnails, titles, intros, episode structure, series formatting, and the differences between extended videos, short clips, and live broadcasts.
• Rollout and launch planning. Develop rollout strategies for new series, shows, and originals: programming cadence, sequencing, cross-platform support, and launch moments.
• Audience growth and engagement. Develop engagement and community strategies that grow subscribers, returning viewers, and watch time. Define how we use comments, community posts, premieres, and live.
• Discovery and optimization. Own YouTube search and suggested strategy. Manage packaging optimization, playlist organization, and channel layout. Structure content to be discoverable and citable through AI and answer engines (LLM-optimized content).

Responsibilities

• Develop and maintain the YouTube content and programming calendar.
• Write YouTube strategy docs and feed requirements into creative strategist briefs.
• Brief and review creative for platform fit before it ships.
• Develop rollout plans for launches and recurring programming.
• Analyze channel and video performance and turn findings into recommendations.
• Partner with the social planner on scheduling and the creative team on execution.
• Stay ahead of YouTube format, algorithm, and monetization shifts and advise the team accordingly.

Requirements

• 5+ years in YouTube, video, or content strategy, with a track record of growing channels or launching series and outstanding creative work.
• Deep YouTube proficiency: algorithm and discovery mechanics, packaging (titles and thumbnails), retention and average view duration, Shorts vs long-form vs live, playlists, and channel architecture.
• Strong analytics skills. Comfortable in YouTube Studio and reading retention curves and traffic source data to drive decisions.
• Experience briefing creative teams and partnering with creative strategists. You can translate platform insight into clear creative direction.
• Understanding of episodic and original content programming, including cadence, season structure, and host or talent collaboration.
• Working knowledge of search and discovery optimization, including structuring content for AI and answer-engine visibility.

About Adobe

Adobe empowers everyone to create through innovative platforms and tools that unleash creativity, productivity, and personalized customer experiences. Adobe’s industry-leading offerings—including Adobe Acrobat Studio, Adobe Express, Adobe Firefly, Creative Cloud, Adobe Experience Platform, Adobe Experience Manager, and GenStudio—enable people and businesses to turn ideas into impact, powered by AI and driven by human ingenuity. Our 30,000+ employees worldwide are creating the future and raising the bar as we drive the next decade of growth.

We’re on a mission to hire the very best and believe in creating a company culture where all employees are empowered to make an impact. At Adobe, we believe that great ideas can come from anywhere in the organization. The next big idea could be yours.

Pay

The U.S. pay range for this position is $108,300 – $218,600 annually. Pay within this range varies by work location and may also depend on job-related knowledge, skills, and experience. Your recruiter can share more about the specific salary range for the job location during the hiring process. In California, the pay range for this position is $150,900 – $218,600.

At Adobe, for sales roles starting salaries are expressed as total target compensation (TTC = base + commission), and short-term incentives are in the form of sales commission plans. Non-sales roles starting salaries are expressed as base salary and short-term incentives are in the form of the Annual Incentive Plan (AIP). In addition, certain roles may be eligible for long-term incentives in the form of a new hire equity award.