Senior Manager, YouTube UK & EMEA

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At The Walt Disney Company, magic is more than just a word; it's a way of life. For a century, we've been inspiring imaginations, celebrating diversity, and bringing families together through our beloved stories, characters, and experiences. From our iconic theme parks and resorts to our groundbreaking films, television shows, interactive media and products, we're dedicated to creating magic that knows no bounds.

This is an office-based role. 4 days working in the Hammersmith, London office with 1 day working from home (Friday).

Job Summary

The Senior Manager, YouTube UK & EMEA has direct responsibility for the management, implementation, strategic development and oversight of The Walt Disney Company’s (TWDC) UK & EMEA YouTube channels. This role will play a critical part in developing and leading Disney’s approach to YouTube across EMEA.

Reporting to the Director of Social Media, UK & EMEA and lead of the EMEA Centre of Excellence (COE), the Senior Manager will have oversight of all YouTube channels in the region and is accountable for ensuring teams and channels are fully optimised and set up for success. This will involve working with multiple stakeholders, Regional YouTube teams, the Global COE and external advisors to set-out and communicate best practice and lead a team of YouTube experts to deliver operational excellence.

The Senior Manager will be responsible for setting, developing and evolving the YouTube strategy for the UK & EMEA to meet the objectives set out by the Director of Social Media. This requires a solid understanding of the specific needs and requirements of each UK Line of Business (LOB) and EMEA market to ensure the team is equipped to deliver content and schedules that are tailored to each audience, account and market and the ability to influence stakeholders at all levels.

As part of the Cross-Company Social Media team, this role will work closely with multiple stakeholders across the UK & EMEA to provide guidance and support to help them achieve their objectives on YouTube. This includes the Disney Consumer Products (DCP), Media Networks (MN) and Brand Franchise Management (BFM) teams to ensure that their key priorities achieve maximum reach amongst relevant audiences on YouTube. Additionally, the role will support the management of content flow in adherence with local market restrictions in order to set content strategies bespoke to each region.

The Senior Manager has direct responsibility for the @DisneyUK and @DisneyClubUK YouTube channels and will be responsible for: driving growth and engagement against clearly defined KPI’s, identifying varied content opportunities, spearheading innovative creative executions, optimising the accounts within the CMS, trialing new formats and working with the Paid Social Media team to identify opportunities to amplify content and drive conversion.

A proactive and creative thinker, the Senior Manager will identify new opportunities, overcome challenges and be able to communicate and implement solutions quickly and effectively ensuring that stakeholders are kept informed and updated. The ability to identify efficiencies by maximising opportunities for cross-pollination of content across social media platforms is also a key aspect of this role.

The Senior Manager, YouTube UK & EMEA will be responsible for managing a team of four as well as leading teams across EMEA markets and UK LOBs. Driving a collaborative test and learn approach that educates teams on best practice to deliver best in class content, world class YouTube channels leading to growth and engagement across the Disney YouTube ecosystem.

This is an office-based role. 4 days working in the Hammersmith, London office with 1 day working from home (Friday). .

The Opportunity & Responsibilities:

YouTube Account Management & Oversight – UK & EMEA

• Direct responsibility for operation and performance for all UK YouTube channels (DisneyUK & DisneyClubUK)
• Oversight and guidance of all EMEA YouTube accounts – supporting with evergreen content, best practice, governance and content sharing (operational support for Italy)
• Responsibility for the optimisation and growth of UK & EMEA YouTube accounts and the successful delivery of campaigns. Working with the Senior Analyst to set benchmarks and KPIs to evolve and increase performance for maximum exposure and impact
• Work with global and EMEA teams to ensure that EMEA needs, requirements, timings and local nuances are taken into account - sharing information in both directions
• Set the strategy for EMEA Disney Junior YouTube content – managing full episode roll-out to support, DCP and franchise priorities in linear and Disney+ markets – taking into account the specific restrictions in each market.
• Evolve the content strategy for each audience-lead YouTube account that is tailored to engage a UK audience. Curate content to ensure key business messaging is shared with relevant audiences i.e. Studios, DTG, DCP, TDS, DDI etc.
• Project management and delivery (inc. post campaign analysis) across key initiatives e.g. Disney Princess positioning; Mickey In Real Life, Toy Story 30th Anniversary; audience-relevant support for theatrical and Disney+ releases etc.
• Provide support and guidance for YouTube channel managers, advise on creative and oversee content delivery
• Work with YouTube to ensure we are maximising our opportunity to  effectively reach and engage our target audiences on the platform
• Keep teams updated on the latest platform developments, formats, testing opportunities, trends and innovations with the aim of improving content performance.
• Ensure that YouTube teams are using analytic tools, dashboards and processes to enable the reporting and assessment of campaign and account success.
• Monitor the health of EMEA YouTube channels and deliver insightful post campaign analysis reports (PCAs)
• Communicate and implement YouTube & Creator governance guidelines and best practice as outlined by the Social Media Director.
• Encourage collaboration by inspiring teams with shared examples of success and best-in-class content from across the business.
• Oversee the delivery of PCAs for campaigns and franchise initiatives outlining learnings and setting benchmarks to determine success.
• Use insights to inform and recommend new opportunities and ways of working that will improve and grow the TWDC social offering.
• Provide support and deputise for the Social Media Director when required.
• Act as an internal ambassador for the Cross Company social media team, communicating areas in which we can offer support and assistance when appropriate.

Cross-Company Support

• Work with markets and lines of business to gather insights and share knowledge to ensure that teams are learning from each other and any performance issues are identified and addressed with teams.
• Point-person for YouTube across UK LOBs & EMEA markets offering guidance, best practice advice, support and advocating for their needs across all accounts
• Support TWDC lines of business to provide consultation and support for pan-regional YouTube activity, ensuring content is relevant and localisable across EMEA handles, whilst meeting wider business objectives/goals
• Encourage innovation by inspiring teams with shared examples of success and best-in-class content from across the business.

Team Management

• Manage and nurture the dedicated YouTube team: 2 x Supervisors; 1 x senior analyst; 1 x freelance producer to ensure they remain motivated and driven to deliver against objectives.
• Identify and address areas for development and set clear targets for them to deliver against.
• Ensure that the team is set up for success by establishing clear and efficient processes
• Communicate any areas for celebration or concern with the Social Media Director to ensure team members are aware of expectations and have clear and honest feedback on an ongoing basis.

Who is the individual accountable to, what are they accountable for and what if any budget responsibility do they have

• Accountable to the Director, Social Media, UK & EMEA
• Responsible for the growth and performance of UK and EMEA YouTube accounts and activity
• Responsible for ensuring quality and relevance of YouTube content
• Keeps abreast of the evolving digital landscape and shares knowledge and guidance to further develop the YouTube expertise of the broader team
• Works with the Director, Social Media UK & EMEA to ensure all projects come in within the approved LOB budget, achieve/ exceed benchmarks and are delivered on time.
• Effective and efficient budget management including ensuring all payments to external vendors are managed appropriately
• Use insights to inform and recommend new opportunities and ways of working that will improve and grow the TWDC YouTube offering.

The Experience & Skills We Require From You:

• Significant experience working in social media with YouTube or in a relevant social media-focussed role (client and/or agency)
• Considerable experience working with Creators, influencers or talent to deliver social or YouTube content
• Strong digital marketing capabilities and implementation skills
• Strong interest in all aspects of social media and digital marketing (content, platforms, creators etc)
• Data and process driven with an aptitude to constantly identify, evolve and develop additional skills
• Leads by example
• Ability to adapt quickly, manage stakeholder needs across a complex matrix organisation
• Exceptional leadership, communication and interpersonal skills, with a collaborative approach to working with multiple stakeholders that encourages trust and buy-in and drives results
• Confident and assertive while being diplomatic and tactful
• Resourceful and pro-active – can resolve conflict & look for solutions and information in creative ways
• Inspirational, team player who can continue to motivate and influence others whilst under pressure
• Strong negotiating and influencing skills to sell in ideas, concepts and gain trust of senior stakeholders
• Adaptable and flexible (with working hours, travel, getting things done) – a problem solver
• Interested in trends, new initiatives, and staying one step ahead of the competition
• Experience of working with Content Management Systems (native and third party)
• Experience of working with both paid and organic Marketing/ Social Media/ YouTube campaigns
• Experience of reporting and data analysis
• Resourceful and pro-active in approach to questions - looks for solutions and information in creative ways
• Strong editorial/ copywriting skills and an ability to identify and ideate strong creative concepts
• Team player, problem solver, solutions oriented, and creative thinker
• Results oriented – focused on meeting and exceeding established KPIs and prioritising to ensure projects are kept on track
• Strong people management skills

Additional Information

This is a UK-based, but will require coordination and communication with colleagues across EMEA and US offices, requiring flexibility to accommodate out of hours meetings in these time zones.

The Perks

25 days annual leave

Private medical insurance & dental care

Free Park Entry: You will have the opportunity to enter any of our parks with your family and friends for free

Disney Discounts: you are entitled to discounts on designated Disney products, resort F&B and ticketing

Disney+ Subscription

Excellent parental and guardian leave

Employee Resource Groups – WOMEN @ Disney, Disney DIVERSITY, Disney PRIDE, our new disability & neurodiversity focused group - ENABLED, and our Mental Health & Wellbeing Group, TRUST.

The Walt Disney Company is an Equal Opportunity Employer. We strive to be a diverse workforce that is representative of our audiences, and where all can thrive and belong. We are committed to building a team that includes and respects a variety of voices, identities, backgrounds, experiences and perspectives.