Melisa Seah




2023
YOUTUBE

Music & Premium

Product Marketing Manager



PRODUCT MARKETING

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

  • 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
  • Launched YouTube Music & Premium in 20+ countries in 2023, collaborating with brand & creative global operations to drive 10.6M+ subscribers





2022

YOUTUBE

Artist & Industry

Product Marketing Manager





PRODUCT MARKETING

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
  • 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
  • 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

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