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You're a YouTube-first builder. You understand the platform deeply, know how to create for the next generation, and see the difference between making content and building something people come back to. You're looking for a role where the access is rare, the upside is real, and you have the room to run with it. If this is you, then you're who we're looking for.
The Miami HEAT are looking for the person who will define what our YouTube channel becomes, not manage what it already is. You're here to build the engine behind it: repeatable YouTube-native formats, and a channel identity that travels beyond sports fans.
The Director of YouTube Strategy is responsible for building and leading a new YouTube channel for the Miami HEAT designed to captivate emerging fan audiences and cultivate the next generation of HEAT fans. This strategic content leadership role establishes the channel's creative vision, content strategy, and production infrastructure from the ground up, shaping a distinct voice and audience experience that reflects the energy and excellence of the Miami HEAT brand. Operating at the intersection of creative development, audience growth, and cross-functional collaboration, the Director of YouTube Strategy guides the channel's evolution within one of the most competitive and technically sophisticated content ecosystems in the world.
Essential Duties and Responsibilities
ESSENTIAL FUNCTIONS: The following are examples of the various functions required. The job requirements are not limited to the items on this list.
Channel Strategy & Vision
• 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.
Production & Team Leadership
• 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.
Audience Development & Analytics
• 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
To perform this job successfully, an individual must be able to perform each essential duty satisfactorily. The requirements listed below are representative of the knowledge, skill, and/or ability required. Reasonable accommodations may be made to enable individuals with disabilities to perform essential functions.
• 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 also someone who is 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.
Education and/or Experience
Seven or more years of experience in YouTube content strategy, channel development, or digital content leadership, with a demonstrated track record of building and growing a YouTube channel, ideally targeting younger demographics. Experience managing on-screen talent and creative production teams required. Background in kids, family, or youth entertainment content strongly preferred. Prior experience in sports or entertainment is a plus but not required. Bachelor's degree in Communications, Digital Media, Marketing, or a related field preferred.
All qualified applicants will receive consideration for employment without regard to race, color, religion, sex, gender/gender identity, age, disability, marital status, sexual orientation, pregnancy, genetic information, national origin, citizenship status, veteran status, and any other legally protected status entitled to protection under federal, state, or local anti-discrimination laws. EOE & DFWP
Equal Opportunity Employer
This employer is required to notify all applicants of their rights pursuant to federal employment laws.
For further information, please review the Know Your Rights notice from the Department of Labor.