YouTube Digital Strategist

About the role

The IRC is looking for an experienced YouTube strategist to help us build a YouTube presence to reach new audiences and cultivate existing supporters. This is a hands-on consultancy that combines strategic thinking with practical execution: you'll audit what we have, develop a long-term channel strategy, and get us off to a strong start with content planning and production support. You'll work closely with our Director of Digital Engagement and collaborate across our Digital, Creative and Content, and Fundraising teams. The output of this engagement will be a fully realized YouTube strategy and the early content needed to validate it - along with a roadmap the IRC team can run with independently.

Responsibilities

• Channel Audit and Quick Wins
• Audit our existing YouTube channel across both long-form and YouTube Shorts - content performance, structure, metadata, playlists, and discoverability gaps
• Benchmark us against comparable NGOs and mission-driven brands
• Identify and prioritize immediate optimizations we can implement with existing resources
• Advise on how to repurpose our existing video assets for YouTube
• Assess how YouTube can better support our existing paid media campaigns
• Audience and Platform Research
• Define our YouTube audience and develop content personas, with a focus on prospective donors
• Analyze platform dynamics, algorithm behavior, and best practices for non-profit YouTube channels
• Map YouTube's role in the broader search ecosystem - Google, AI discovery tools, and social search - and identify where the IRC has the most to gain
• Surface keyword and topic opportunities tied to our work and fundraising priorities
• Strategy Development
• Develop a comprehensive YouTube strategy in partnership with our Director of Digital Engagement and Creative and Content team
• Define our channel purpose, content pillars, formats, and publishing cadence
• Make clear recommendations on titles, thumbnails, descriptions, tags, and captions
• Make clear recommendations on staffing and resourcing
• Design channel and playlist architecture
• Set out how YouTube integrates with our Instagram, Facebook, TikTok, and paid media activity
• Establish KPIs and a measurement framework for ongoing channel performance
• Content Planning and Production Support
• Build an editorial calendar and content pipeline in collaboration with our Digital Engagement and Creative & Content teams
• Support the Digital Engagement and Content and Creative teams on production of an initial set of videos to test and validate the strategy
• Handover and Capacity Building
• ●Deliver a prioritized implementation roadmap with phased milestones
• Produce guidance and resources to help our internal team manage and grow the channel independently
• Recommend the tools and workflows needed for sustainable channel management
• Prepare a thorough handover package so the work continues after the consultancy ends
• Deliverables
• Channel audit report with prioritized quick-win recommendations
• Audience research and platform analysis summary
• Comprehensive YouTube strategy (content pillars, formats, cadence, KPI framework)
• Editorial calendar and content pipeline plan
• Best practices document for YouTube-optimized content
• Long-term YouTube growth roadmap with phased milestones
• Implementation and handover package
• Who We're Looking For
• You'll need
• 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
• Strong written and verbal communication skills in English
• The ability to work collaboratively across creative, communications, and fundraising teams
• It would be great if you also have
• Experience in the humanitarian, development, or international affairs sector
• Familiarity with YouTube's growing role in AI-driven search and discovery
• -

Benefits

Additional Information

The International Rescue Committee (IRC) responds to the world's worst humanitarian crises, helping to restore health, safety, education, economic wellbeing, and power to people devastated by conflict and disaster. Founded in 1933 at the call of Albert Einstein, the IRC is one of the world's largest international humanitarian non-governmental organizations (INGO), at work in more than 40 countries and 29 U.S. cities helping people to survive, reclaim control of their future and strengthen their communities. A force for humanity, IRC employees deliver lasting impact by restoring safety, dignity and hope to millions. If you're a solutions-driven, passionate change-maker, come join us in positively impacting the lives of millions of people world-wide for a better future. YouTube Digital Strategist Consultancy | Digital Engagement | International Rescue Committee

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