YouTube Principal Strategist

About the role

Tinuiti is the largest independent full-funnel marketing agency in the U.S. across the media that matters most, with $4 billion in digital media under management and more than 1,200 employees. Built for marketers who demand growth and accountability, Tinuiti unites media and measurement under one roof to eliminate waste-the biggest growth killer of all-and scale what works. Its proprietary technology, Bliss Point by Tinuiti, reveals the truth around growth and waste, and how to capitalize on it. With expert teams across Commerce, Search, Social, TV & Audio, and more, Tinuiti delivers measurable results with brutal simplicity: Love Growth. Hate Waste. We support 100% remote work for this role! We'd love to hear from you if: Research shows that while men apply to jobs when they meet an average of 60% of the criteria, women and other marginalized folks tend to only apply when they check every box. So if you think you qualify, but don't necessarily meet every single point on the job description, please still get in touch. As a Principal Strategist, you are the senior thought leader for your channel(s) of expertise across your Portfolio. You pair deep mastery in at least one discipline (but likely more) with a clear understanding of how the media channels work together to drive business outcomes. You champion a product‑ and measurement‑led approach, turning insights into simple "what, so‑what, now‑what" choices that move executive decisions. You partner with senior Client Partners and Pod or Portfolio leaders on high‑stakes client touchpoints, new logos and cross‑sell opportunities, and strategy resets. You model modern craft by using AI responsibly to improve the speed and quality of strategy work, while staying ahead of how AI impacts targeting, creative, and measurement. You set the bar for the Tinuiti Way in your channel(s), advise on cross‑training and channel mentorship, support interviewing for channel talent, and operate with an owner mindset that creates clarity, drives action, and leaves behind repeatable practices that scale.

Responsibilities

• Client‑Centric
• Lead executive client touchpoints to frame ambition, trade‑offs, and a multi‑quarter roadmap; convert insight into decisions and funded next steps.
• Act as senior channel strategist for large clients: interrogate briefs, run competitive/scenario planning, reduce churn risk via formal account reviews and playbooks, and neutralize political headwinds with clear decision criteria.
• Support new business and cross‑sell: shape win themes, differentiated solutioning, and executive narratives; quantify value, risk, and confidence.
• Drive and shape effective client meetings that deliver valued thought exchange and actionable insights on a consistent basis.
• Build and maintain trusted client relationships with the appropriate stakeholders across your brand portfolio, as defined in partnership with Client Partner leadership.
• The Tinuiti Way
• Act as the primary internal and external champion for YouTube, positioning YouTube as the world's most dynamic media platform-reframing it from a standard video channel to a holistic discovery engine that bridges Search, Social, TV, Audio, SEO, and the Creator economy.
• Evangelize YouTube's role as the "connective tissue" of modern media, guiding cross-functional teams on how to integrate the platform into their respective flows, providing clarity on when to leverage the unique strategic advantages of Google Ads versus DV360 to drive holistic results
• Identify a best-in-class partner ecosystem-spanning contextual targeting, brand safety, and suitability-to ensure our brands operate in a secure, high-impact environment that defines industry standards
• Lead the agency-wide adoption of YouTube by codifying high-level decision frameworks and heuristics, advising on how the platform is briefed, planned, and reviewed to ensure YouTube is a consistent, high-performing component of the Tinuiti media mix.
• Partner with Growth & Innovation as a two-way conduit for thought leadership. You will translate the "newest and best" Google pilots into tailored client strategies while feeding market-specific needs back to internal teams to shape the agency's product roadmap.
• Elevate the agency's collective YouTube IQ by advising on cross‑training pathways into/out of YouTube across multiple channels and teams; participate in interviewing and calibrating channel candidates; mentor the craft community.
• Product‑Led
• Be a power user and advocate for the Bliss Point App Suite and Tinuiti's custom YouTube tool set, connecting capabilities, data structures, and limitations to executive decisions and outcomes.
• Lead a continuous feedback loop between clients and Product teams to identify gaps and sponsor pilots that advance Tinuiti's proprietary YouTube capabilities
• Build AI-driven resources to automate campaign management and accelerate training, freeing the team for high-value strategic work
• Collaborate directly with Google

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