Director, YouTube

Role Overview

The Miami HEAT are seeking a YouTube-focused leader to create and grow a brand-new channel built for emerging audiences. This is not a maintenance role; the expectation is to define the channel from scratch, establish its creative direction, and build a repeatable content engine that can attract younger viewers and turn them into long-term fans.

In this position, you will shape the channel’s voice, format strategy, publishing approach, and production setup while working at the intersection of creative development, audience growth, and cross-functional collaboration. The goal is to build a distinct YouTube presence that reflects the Miami HEAT brand while reaching beyond traditional sports audiences.

Channel Strategy and Creative Direction

• Set and own the overall YouTube strategy for younger and emerging fan audiences, including long-form videos, Shorts, publishing rhythm, audience growth tactics, recurring series, and long-range milestones.
• Establish the channel’s creative identity by defining its tone, visual style, recurring content formats, and on-camera personality so it feels authentic to viewers and aligned with the Miami HEAT brand.
• Monitor platform updates, algorithm changes, and creator trends to keep the channel competitive and continuously improving.
• Create a roadmap that gradually moves casual viewers toward deeper engagement and lasting fandom.
• Design a balanced content mix across episodes, Shorts, and platform-native formats that supports discovery as well as repeat viewing.

Production and Team Leadership

• Direct a production operation that includes both internal team members and external partners.
• Oversee the full content workflow from concept development and scripting through filming, editing, and publishing while maintaining quality and cadence.
• Recruit, develop, and manage on-screen hosts who can connect naturally with next-generation audiences and become the face of the channel.
• Build YouTube knowledge across the broader content team so platform-native thinking becomes shared across the organization.
• Champion best practices around titles, thumbnails, hooks, and format design with everyone involved in content creation.
• Work closely with Content and Creative teams to protect brand consistency while preserving a distinct channel voice.

Audience Growth and Analytics

• Own performance targets such as subscribers, views, watch time, engagement, and audience retention.
• Use YouTube Analytics and other platform data to improve content decisions and optimize results over time.
• Translate audience behavior into actionable creative and strategic choices.
• Maintain regular reporting and present channel performance updates to senior leadership.

Cross-Functional and Creator Partnerships

• Partner with Content and Creative teams to ensure YouTube content matches Miami HEAT visual and voice standards.
• Collaborate with Retail Marketing and E-Commerce on ways to connect audience engagement with retail campaigns and product drops.
• Act as the organization’s in-house YouTube specialist, sharing platform guidance and best practices with internal stakeholders.
• Develop a creator partnership strategy that expands the channel beyond the existing HEAT fan base.
• Incorporate creator collaborations into the content slate so they contribute to subscriber growth and discovery, not just short-term views.

Qualifications and Experience

The ideal candidate has direct ownership experience growing a YouTube channel and understands how the platform works at a practical level. You should be fluent in formats, audience behavior, packaging, SEO, Shorts, community, and the mechanics that drive clicks and retention.

This role also calls for someone who can blend creative instincts with operational discipline. You should be comfortable using performance data, making editorial decisions, managing small teams, giving clear direction, aligning senior stakeholders, and balancing ambition with real-world production and budget limits.

The position is suited to someone excited by the challenge of working inside a professional sports organization, collaborating with a large creative team, and introducing YouTube-native thinking into an environment where it is still being built out. Access to resources is uncommon, and the right person should see that as a major opportunity.

Education and Equal Opportunity

Seven or more years of experience in YouTube content strategy, channel development, or digital content leadership is required, along with a proven record of building and growing a YouTube channel, ideally for younger audiences. Experience leading on-screen talent and creative production teams is required. Background in kids, family, or youth entertainment is strongly preferred, while prior experience in sports or entertainment is a plus. A bachelor’s degree in Communications, Digital Media, Marketing, or a related field is preferred.

All qualified applicants will be considered without regard to race, color, religion, sex, gender identity, age, disability, marital status, sexual orientation, pregnancy, genetic information, national origin, citizenship status, veteran status, or any other legally protected status under applicable federal, state, or local law. EOE & DFWP.