Overview
The IRC is seeking an experienced YouTube strategist to develop and implement a YouTube presence aimed at reaching new audiences and engaging existing supporters. This role involves auditing current channels, creating a long-term strategy, and supporting initial content planning and production.
Key Responsibilities
- Audit existing YouTube channels for content performance, structure, metadata, playlists, and discoverability.
- Benchmark against comparable organizations and brands.
- Identify and prioritize immediate optimizations.
- Advise on repurposing existing video assets for YouTube.
- Assess YouTube's role in supporting paid media campaigns.
- Define YouTube audience and develop content personas.
- Analyze platform dynamics, algorithm behavior, and best practices for non-profit channels.
- Map YouTube's role in the broader search ecosystem.
- Surface keyword and topic opportunities.
- Develop a comprehensive YouTube strategy including content pillars, formats, and publishing cadence.
- Make recommendations on titles, thumbnails, descriptions, tags, and captions.
- Make recommendations on staffing and resourcing.
- Design channel and playlist architecture.
- Set out YouTube's integration with other social media and paid media activities.
- Establish KPIs and a measurement framework.
- Build an editorial calendar and content pipeline.
- Support the production of an initial set of videos.
- Deliver a prioritized implementation roadmap.
- Produce guidance and resources for internal team management.
- Recommend tools and workflows for sustainable channel management.
- Prepare a handover package.
Required Experience
- At least 5 years in digital content strategy with a clear focus on YouTube
- A track record of growing YouTube channels for purpose-driven organizations, NGOs, media, or related brands
- Deep knowledge of YouTube's platform dynamics, the Google search ecosystem, and content optimization
- Experience developing content strategies that bring together organic and paid video
- An understanding of non-profit fundraising and audience development
- Experience in the humanitarian, development, or international affairs sector (preferred)
- Familiarity with YouTube's growing role in AI-driven search and discovery (preferred)
- Experience advising on video production for both long-form and short-form digital platforms (preferred)
- An understanding of donor journey mapping and mass market digital fundraising (preferred)
