YOUTUBE STRATEGY
Growing National Geographic Kids’ YouTube presence deepened my platform fluency. From shaping content strategy and guiding vendor partnerships to refining titles, thumbnails, and metadata, I use experimentation and audience insight to drive sustained reach, engagement, and discoverability.
PBS KIDS
OBJECTIVE: Build the PBS KIDS for Parents YouTube channel into a strategic growth engine for caregiver engagement—expanding reach, increasing watch time, and connecting video content to a broader ecosystem of website, email, and social resources to deepen impact beyond the platform.
Ready To Learn YouTube Channel Refresh
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CHALLENGE
Reimagine the Ready To Learn initiative by transforming the PBS KIDS for Parents YouTube channel into a strategic engagement engine for parents, caregivers, and educators. This required clearer content marketing direction, stronger optimization practices, and a consistent production workflow to drive sustainable subscriber growth and deeper engagement.
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MY ROLE
Led YouTube strategy, optimization, and workflow management. Partnered with an external vendor to develop a channel strategy playbook and shape audience-first content concepts. Guided stakeholder alignment on branding and design updates, and oversaw metadata standards, publishing strategy, and asset planning to establish a consistent, sustainable upload cadence.
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RESULTS
Drove 2.9K new subscribers, 255K views, and 2.3K watch hours in six months—including 58.5K views from newly launched Shorts—while managing a $200K budget and aligning video with broader marketing initiatives. Growth accelerated across key metrics before the initiative concluded due to federal funding cuts.
Example Videos & Playlists
Live Webinar Programming During the COVID-19 Pandemic
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CHALLENGE
During the COVID-19 pandemic, educators and caregivers urgently needed trusted, high-quality learning support. We sought to leverage the PBS KIDS for Parents YouTube channel to deliver live programming that met immediate needs while increasing discoverability and strengthening brand awareness.
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MY ROLE
Co-produced live webinars in partnership with a producer—developing concepts, coordinating partners, speakers, and advisors, leading promotion and metadata optimization, and repackaging recordings into clips and playlists to extend reach, lifespan, and discoverability.
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RESULTS
Co-produced four live webinars with PBS LearningMedia, generating 161K+ views and driving 200% growth in channel views, watch time, and subscribers. Extended impact by repackaging live sessions into optimized clips and curated playlists, increasing long-term discoverability and sustained engagement.
Example Videos & Playlists
National Geographic Kids
OBJECTIVE: Establish the National Geographic Kids’ YouTube channel as a primary youth engagement platform by scaling publishing, optimizing discoverability, and aligning video strategy with franchise growth, brand storytelling, and cross-platform distribution.
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CHALLENGE
The channel launched with strong brand equity but limited strategic direction. With a growing content library and a small team, we needed to scale daily publishing, improve discoverability, and align creative output with audience behavior and franchise priorities—while navigating evolving platform tools and external partnerships.
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MY ROLE
Platform owner and strategic lead for Nat Geo Kids YouTube—overseeing content development, publishing, metadata optimization, and partnerships. Managed vendors and agencies, coordinated cross-functional teams, and aligned franchise storytelling with performance-driven audience growth.
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RESULTS
57M total views and 250K+ subscribers. Expanded flagship franchises (Explorer Academy, Amazing Animals, Just Joking, Weird But True!). Large-scale playlist collaborations reached 9M cumulative views and influenced Nat Geo WILD’s WILD KIDS programming block. Streamlined multi-platform distribution while maintaining brand consistency.
Example Playlists
Explore My Portfolio
Tirzah Weiskotten 