Senior Director, Head of YouTube

At NASCAR, you will work alongside passionate people creating experiences fans feel and helping shape the future of sports and entertainment.

• Own NASCAR’s YouTube strategy across long-form programming, shorts, live content, publishing cadence, audience growth, and long-term channel development.
• Define the channel's creative identity, building a destination that feels creator-first while remaining authentically NASCAR.
• Build programming that serves both lifelong fans and new audiences discovering NASCAR for the first time.
• Develop repeatable YouTube-native franchises that create habitual viewing and extend fandom beyond race weekends.
• Stay ahead of platform trends, algorithm changes, audience behavior, and creator best practices, keeping NASCAR at the forefront of YouTube.
• Build a content roadmap that grows casual viewers into passionate NASCAR fans.
• Build and oversee a slate of original YouTube programming designed specifically for the platform.
• Develop shows, documentaries, live experiences, behind-the-scenes access, creator collaborations, and new storytelling formats.
• Identify, recruit, and develop on-camera talent, hosts, and creators who audiences genuinely connect with.
• Lead creative development from conception through publication, ensuring every project meets a high creative standard.
• Champion YouTube-native storytelling across the organization, including titles, thumbnails, hooks, retention, pacing, and packaging.
• Build YouTube fluency across NASCAR’s broader content organization by helping teams think platform-first.
• Own channel performance across subscribers, views, watch time, audience retention, engagement, and revenue.
• Use YouTube Analytics, audience research, and experimentation to continuously improve channel performance.
• Develop a culture of rapid testing and iteration, using data to determine what to scale, refine, or retire.
• Establish a reporting cadence and present channel performance and strategic recommendations to senior leadership.
• Build and lead NASCAR’s YouTube organization, including internal staff, freelancers, production partners, editors, and creators.
• Establish scalable production workflows that balance creative ambition with operational excellence.
• Foster a culture of experimentation, accountability, collaboration, and continuous learning.
• Help establish YouTube best practices across the broader content organization.
• Build relationships with leading YouTube creators, production companies, and creative talent.
• Identify opportunities to introduce NASCAR to entirely new audiences through authentic creator partnerships.
• Ensure creator collaborations build lasting audience growth, not simply one-time view spikes.
• Partner closely with Social Media, Digital Production, Broadcast, Marketing, Licensing, Sponsorship, Communications, and Competition teams.
• Help shape how YouTube supports broader business objectives, including fan growth, revenue generation, sponsor value, and brand perception.
• Serve as NASCAR’s internal expert on YouTube strategy, educating stakeholders on platform trends, opportunities, and best practices.
• Travel: 25-30%, including weekends
• Directly supervises assigned staff.  Carries out supervisory responsibilities in accordance with the organization's policies and applicable laws.  
• Responsibilities include interviewing, hiring, and training employees; planning, assigning, and directing work; appraising performance; rewarding and disciplining employees; addressing complaints and resolving problems.

What You'll Bring

Why This Role?

Behind every race weekend are talented people helping shape the future of sports and entertainment. If you are ready to make an impact alongside passionate teammates, we encourage you to apply.

Explore this opportunity and apply at www.careers.nascar.com.

Our people are the key to our success. That is why we offer competitive compensation, a comprehensive benefits package focused on wellness, and opportunities to grow and develop both personally and professionally.

NASCAR is an Equal Opportunity Employer and is committed to conducting recruitment and hiring activities in a fair, ethical, and legally compliant manner. In support of this commitment, all employment decisions are based on job-related qualifications, skills, experience, and performance, and are made without discrimination based on any legally protected characteristic, including but not limited to race, ethnicity, gender, religion, sexual orientation or gender identity, national origin, age, military or veteran status, disability, or any other status protected by applicable federal, state, or local law, including socioeconomic, marital, parental, or caregiving status.

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We are looking for your voice, your ideas, and your perspective. To help us get to know you accurately and keep the process fair for everyone, we ask that interviews and assessments be completed without the support of AI-generated content or automated assistance.