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YouTube strategy, shaped by curiosity, clarity, and a love of great stories.
I study what makes channels connect and turn those lessons into sharper content.
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HOW I THINK ABOUT YOUTUBE
Channel Narrative
01
Every strong channel starts with a clear point of view, a distinct voice, and a story worth returning to.
02
Audience & Format
I look for the formats, hooks, and pacing that make an idea easy to watch and hard to forget.
03
Learning in Public
I share experiments, observations, and lessons from the constantly changing world of YouTube.
Systems & Growth
04
Behind every great video is a repeatable system for making, learning, and improving.
CHANNELS I'VE SHAPED
A collection of high-performance YouTube channels that I managed where strategic growth architecture meets data-driven content systems.
ABOUT ME
I build YouTube channels that people actually come back to.
For the past seven years I've led YouTube strategy and content development for major brands across entertainment, finance, and tech including BET, TED, Indeed, and Chime. I own the full stack: creative direction, original programming, format development, production, packaging, and performance. Not as separate disciplines, but as one connected practice. I’m a YouTube strategist fascinated by the space between creative instinct and thoughtful analysis.
The work I'm most proud of lives at the intersection of platform instinct and editorial conviction: content that earns attention because it's genuinely worth watching, not just optimized to appear in a feed. That includes an original video podcast I conceived, hosted, and produced from scratch, and search-led content now surfacing in YouTube and AI-driven discovery environments for audiences who didn't know they were looking for it yet.
I think about YouTube the way a showrunner thinks about television: the format is the foundation, the audience is the client, and the best content makes both feel like the other one's idea.