About the Role:
The YouTube Optimization & Analytics Specialist is responsible for improving the performance of SPH Media's YouTube content through rigorous data analysis, platform optimization, and performance-led packaging. This role ensures every upload, from headline to thumbnail to metadata, is optimised for discoverability, click-through and watchtime. The Specialist works closely with the YouTube Strategy Lead, editors, producers and designers to translate insights into clear actions that accelerate channel growth.
Key Responsibilities
- Monitor daily performance of all YouTube uploads, including CTR, retention curves, watch time, impressions, traffic sources and audience demographics.
- Conduct deep-dive analyses on content types, formats, topics and posting times to identify what drives performance.
- Track competitive benchmarks and market trends to inform editorial and packaging decisions.
- Produce weekly and monthly reports with actionable insights to guide newsroom and production teams.
- Optimise titles, thumbnails, descriptions, tags and end screens to improve performance across SPH Media channels.
- Work with producers, editors and designers to recommend thumbnail directions and title frames before upload.
- Ensure content is categorised correctly (playlists, chapters, topics) for improved discovery and session length.
- Maintain packaging playbooks and update optimisation checklists as YouTube's algorithm evolves.
- Analyse audience drop-off patterns and advise editors on pacing, scripting, cold opens, structure and visual cues.
- Identify recurring retention problems and propose structural improvements for specific shows or formats.
- Collaborate with the Strategy Lead to develop repeatable retention tactics and topical entry points.
Requirements
- 5+ years in digital analytics, YouTube optimisation, digital marketing, or platform content roles.
- Strong understanding of YouTube Studio Analytics, retention analysis, CTR interpretation and metadata optimisation.
- Highly analytical with strong Excel/Sheets skills; familiarity with analytics tools (e.g., Tubular, vidIQ, Google Trends).
- Ability to translate data into clear, creative and editorial recommendations.
- Familiar with news, explainers, features or creator-style content.
- High attention to detail and ability to manage multiple uploads across brands.
- Strong communication and training skills
*Please note that this is a 2 year contract role.
