2023-2024
YOUTUBE
Music & Premium
Product Marketing Manager
PRODUCT MARKETING
Defining new features for YouTube Premium
Defining new features for YouTube Premium
- Partnered with cross-functional stakeholders across product to prioritize the roadmap for upcoming Premium Adding Value features
- Launched 5 new YouTube Premium features (early access to AI features, member offers, 1080p video quality, continue watching, Premium badges) with a phased GTM plan on blog and social, driving press pickup from tech news outlets including TechCrunch & The Verge
- Outlined paid vs. free principles for features and rolled out new marketing feature prioritization framework
BRAND MARKETING
Crafting fresh creative to drive consumer subscriptions
Crafting fresh creative to drive consumer subscriptions
- Led the creative strategy for YouTube Music & Premium across video and static assets - crafted music campaigns featuring The Weeknd, BTS, Selena Gomez & REMA, and Muni Long to land the 2 apps, 1 subscription value prop
- Drove the rebrand of the YouTube Music Premium landing page and app store refresh (134.8M impressions and 9.7M total downloads over a 30 day period)
GLOBAL EXPANSION
Launching YouTube Music & Premium in new markets
Launching YouTube Music & Premium in new markets
- Launched YouTube Music & Premium in 20+ countries in 2023, collaborating with brand & creative global operations to drive 10.6M+ subscribers
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2022
YOUTUBE
Artist & Industry
Product Marketing Manager
PRODUCT MARKETING
Launching key music features on YouTube Shorts
Launching key music features on YouTube Shorts
- Launched Previews campaign across key channels including partnerships, PR, paid media, growth, social, and industry events
- Collaborated with 4 artists (SZA, Romy, Fred Again.., NCT Dream), landing a Billboard headline, social support on @youtubemusic, OOH in NYC & LA, programming tracks at the #1 slot in the featured section, and Music Insider promotion
- Supported major labels with adopting music previews, delivering 6 artist previews
- Partnered with cross-functional stakeholders across product to influence roadmap of key creation, discovery, and consumption features (featured section, music previews, multimix)
RESEARCH & INSIGHTS
Crafting insights around short form video features & music videos
Crafting insights around short form video features & music videos
- Defined artist insights on key Shorts and music features with 6 artists in the Artist in Residence cohort (Hope Tala, Julia Wolf, Asiahn, Keshi, Milky Chance, Oscar Anton)
- Gained insights and perceptions of key Shorts and music features to share value propositions and feature positioning towards the music industry
- Drove research on the value of music videos, determining the impact of short and long form video consumption on fanship and artist connection among Gen Z
- Incorporated learnings to position video remix features and influence industry narrative & claims
INDUSTRY NARRATIVE
Defining product positioning for the music industry
Defining product positioning for the music industry
- Defined the YouTube Shorts narrative for the Music Insider summits, partnering with product leads to craft the Shorts music multi-format ecosystem positioning and case studies (Gunna, Aurora) to 1000+ Music Industry partners and executives
- Drove a 56% increase in perception that "YouTube Shorts is useful for your music release strategy" from 450+ pre/post event survey results