YouTube & creator strategy.

A channel needs a clear audience, a recognizable point of view and formats that can be produced consistently. I help brands and media teams decide what to make, who it is for and how it supports the business.

The work connects programming with distribution, audience development and the commercial opportunities that follow. Creators can be part of the format, the partnership plan or the route to an existing audience.

Channel positioning, audience research, format development, programming calendars, creator partnerships and production plans. The work includes packaging and a measurement approach that looks beyond the number of videos published.

A useful plan connects the main show, shorter cuts and the places where people discover them. It also establishes what the team can make reliably and how to learn from audience behavior.

Breville’s chef demonstrations connected products with techniques people wanted to learn. The Mind of a Chef partnership generated exclusive content for the brand’s YouTube channel and Food Thinkers site. MeatEater extended its audience relationship through digital video and other formats.

Those experiences inform how I approach brands and creators today: give the content a clear job, a repeatable shape and a connection to what comes next.