Channel Management
Timeline: September 2022-May 2023.
Clients: Mozilla Firefox, Adobe Video, Now Playing, Dr. La Rosa.
Project Description: managing the day-to-day operations of a variety of YouTube channels, including packaging, scheduling, uploading, tagging, optimizing, A/B testing, social listening & monitoring the performance of Youtube videos for clients.
Results: Firefox’s YouTube audience grew by 12%, mostly impulsed by the Firefox Presents and #AskFirefox (produced in-house) series, which amassed approximately 346K and 592K total views respectively.
Adobe Video’s audience grew by 89%. Most notably, the channel’s content began appearing on YouTube’s search more often than those of independent creators, which previously had a monopoly on Adobe tutorials on the platform.
The Now Playing portfolio of channels experienced a 2930.52% increase in subscribers from 156.7K (07/2021-08/2022) to 4.7M (09/2022-Present). During this period, I pitched the creation of Now Playing Español, which became the fastest-growing channel in its first year.
Dr. La Rosa’s audience grew by 46.4%, and has maintained exponential growth as a result of the optimization, strategic, and content guidance provided.
Jr. Strategy, Kids & Family
EDUCATIONAL ENTERTAINMENT FOR KIDS — FROM NURSERY RHYMES TO AN OBSCURE PLANET’S SIZE.
Timeline: May 2023-July 2024.
Clients: Kids Learning Tube (KLT) & Amazing Dinosaurs.
Project Description: led a team of 3 creatives for whom I conducted research, analyzed trends and produced monthly reports while managed all things Kids & Family — YouTube platform, content & programming strategy, as well as the upload calendar & channel management.
Challenge: Although I wasn’t extremely familiar with the Kids & Family arm of YouTube at the time, company executives who had followed my previous work within the consulting side of the business placed their trust in me, allowing me to educate myself while on the job, until I became an expert in all things Kids & Educational Content, so that I could help the channel grow its audience and viewership without having to rely on its library of content, but rather have newly published content bolster metrics by sharpening programming & packaging to secure strong placement within the YouTube and YouTube Kids algorithms.
Solution: During my tenure within kids & family I learned that the channels had been passed off from person to person without a clear strategy or direction, which resulted in former leadership making unnecessary changes that deeply angered the audience and watered down the original mission of the channel – to provide an alternative option to traditional educational methods that utilized, music, repetition, colors and anthropomorphized characters to teach children about a variety of topics related to Science, Technology, Engineering and Math.
In order to do this, I did the following:
Build rapport with the team, conformed by (1) musician; (3) animators; (2) post-production producers; (2) video editors
Conducted research (known as a vertical analysis) that spanned the US Common Core Curriculum, a Competitive and Content Analysis of other top Youtube Educational Channels & research regarding the best techniques for learning and verbal stimulation for children on the autism spectrum.
Created a programming calendar and streamlined/standardized the production production process
Established regular check- ins
Reviewed and provided feedback on the musician and animator’s work based on my research findings
Led a research-backed rebranding initiative
Results: The overall process was extremely successful and my work is still used internally by the Kids & Family division as they continue to produce content for the channels. Additionally, many parents of non-verbal autistic children have shared and continue to share the impact that our work has had in their children’s ability to speak. Information on strategic/channel success is outlined below.
Quick Stats:
59.8% increase in cohort content viewership from 25.7M views (05/01/2022-04/30/2023) to 41.1M views (05/01/23-08/1/24) in the period when I was in charge of the channels.
158.0% increase in subscribers gained from 11.8K (05/01/2022-04/30/2023) to 30.6K (05/01/23-08/1/24)
26% increase in impressions from 208.4M (05/01/2022-04/30/2023) to 262.7M (05/01/23-08/1/24)