Channel Coordinator, YouTube - Vehicles & Preschool at Mattel — El Segundo, CA

The Opportunity:

Mattel is seeking a Channel Coordinator to execute day-to-day content (AVOD and live) publishing operations and performance analysis for Mattel’s portfolio of dolls YouTube channels. This position will work with their Associate Manager on the assigned categories of video distribution, analytics, and optimization. They will also work cross-functionally with the YouTube Strategy and creative teams to ensure consistency of voice and execution of programming strategy.

What Your Impact Will Be:

Primary Responsibilities (include % of time, what the position does, how it is accomplished, why it is done)

60%: Publishing Operations

• Publish videos and create metadata aligned with channel strategy and platform best practices.
• Coordinate with Graphics Design Associate to develop optimized thumbnails for each video. This includes outlining per-video thumbnail design requests and organization of A/B tests.
• Regularly update channel and content curations, including creation of playlists, updating channel banners, trailers, and rotating channel shelves.
• In partnership with the Creative team, execute against a video delivery workflow.
• Collaborate with the Strategy team to execute against a portfolio of programming calendars.
• Assist the Associate Manager in obtaining metadata translations.
• Requisition and apply closed captioning files to content as needed.
• Periodically launch, operate, and wind down per-channel livestreams (at our El Segundo office).
• Other channel management responsibilities as the business continues to evolve.
• How: Executes processes developed by YouTube Operations team, in coordination with their department manager and cross-functional teams.
• Why: These tasks represent the “last mile” of IMCs supply chain management – The mechanism through which all of Mattel’s YouTube content (e.g. premium content, TVCs) is delivered to the audience.

10% - Performance Analysis/Reporting

• Document and interrogate performance data of uploads in real-time against benchmarks.
• Assist the Associate Manager in providing regular channel and content performance updates to cross-functional teams.
• Execute and report on test & learn initiatives developed in collaboration with the strategy team.
• How: Using, analyzing, and storytelling through data from the YouTube CMS to the appropriate sharing/presentation format (e.g. PowerPoint and/or Keynote).
• Why: Provides insights essential to understanding channel health, trends, and performance toward goals.

30% - Live Optimizations

• Apply adjustments to video metadata and thumbnails based on results of real-time performance data.
• How:
• Applying data-backed changes (e.g. updating video title, tags, elements of thumbnail design) to video metadata within the first few hours of publishing.
• Staying abreast of industry trends and YouTube best practices, specifically in the kid & family, entertainment, fashion, lifestyle and dolls spaces.
• Why: Ensures consistent acceleration toward performance benchmarks: audience growth and driving POS.

What We’re Looking For

• Minimum 1+ years’ experience in content publishing.
• BA/BS preferred
• Experience working with children’s content on YouTube in some capacity.
• Strong time management, planning, and project execution skills.
• Excellent written and verbal communication skills.
• Ability to analyze data and extract insights to create recommendations.

Certifications/Technical Skills/Other Requirements

• Current or previous YouTube certifications in audience development, content strategy.
• Proficient in Excel and video editing software such as Adobe Premiere Pro.
• Experience in the consumer internet and media industries, specifically YouTube content publishing landscape.
• Google Analytics, YouTube Analytics (including CID) experience required.

How We Work:

• We collaborate: Being a part of Mattel means being part of one team with shared values and common goals. Every person counts and working closely together always brings better results. Partnership is our process and our collective capabilities is our superpower.
• We innovate: At Mattel we always aim to find new and better ways to create innovative products and experiences. No matter where you work in the organization, you can always make a difference and have real impact. We welcome new ideas and value new initiatives that challenge conventional thinking.
• We execute: We are a performance-driven company. We strive for excellence and are focused on pursuing best-in-class outcomes. We believe in accountability and ownership and know that our people are at their best when they are empowered to create and deliver results.

Who We Are:

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