Senior Manager, Digital - YouTube

The Consumer Products division of Hasbro European Services provides services for the licensing business of Hasbro International Inc. (HII). We are currently recruiting for this position, based in London, UK.

Due to an internal promotion, we have a fantastic opportunity just available, based in our Capper Street, London offices!

Please note: Hasbro operates a Hybrid working pattern of Tuesdays – Thursdays in the office, with Flexibility on Mondays and Fridays. Please only apply if you meet the requirements of the role, and the working pattern is suitable for you, and you are located within a reasonable commuting distance from the Capper Street, London office.

The Senior Manager, Digital is a key strategic member within the Digital function, responsible for driving the commercial growth, visibility, and audience engagement of Hasbro Entertainment’s global YouTube network. Reporting to the Senior Director, Digital, this role provides strategic oversight of multi-brand digital distribution, defines data-led content strategies, and leads a team of Digital Channel Managers and Video Editors.

This role will shape and execute distribution strategies for some of the world’s most iconic brands — including Transformers, Peppa Pig, My Little Pony, Power Rangers, PJ Masks, Hasbro Games and Play — ensuring Hasbro’s YouTube network continues to scale, innovate, and deliver strong revenue outcomes across global markets.

Key Responsibilities

Strategic Leadership & Commercial Accountability

• Develop and execute long-term YouTube and digital distribution strategies that maximise audience growth, engagement, and revenue across a defined global brand portfolio.
• Own and deliver against commercial KPIs (views, watch time, revenue, reach, and subscriber growth), ensuring performance meets or exceeds business targets.
• Shape the strategic direction of channel operations, informed by data, platform insights, and emerging content trends.
• Translate brand and business priorities into scalable, high-impact programming strategies for multiple markets and audience segments.

People Leadership & Team Development

• Lead, manage, and develop a high-performing team of Channel Managers and Editors, fostering a culture of curiosity, accountability, creativity, and continuous improvement.
• Set clear objectives, support capability building, and provide regular coaching to ensure team members are equipped to deliver at a consistently high standard.
• Oversee editorial workflows and resource allocation, ensuring projects are prioritised strategically across brands, platforms, and verticals.

Content Strategy, Channel Management & Innovation

• Provide senior oversight of day-to-day global YouTube operations, applying deep platform knowledge, algorithm expertise, and trend forecasting to optimise performance.
• Lead the development of SEO-driven metadata, artwork, and programming strategies that maximise discoverability and engagement.
• Partner with the Paid Media team to deliver strategic campaigns that amplify organic performance and drive commercial uplift.

Cross-Functional Collaboration & Partner Management

• Build effective partnerships with Brand, Marketing, Production, and Analytics teams to ensure alignment and successful delivery of digital strategies.
• Expand and manage relationships with external agencies, vendors, and platform partners to strengthen market reach, localisation, and monetisation.
• Serve as Hasbro Entertainment’s internal subject-matter expert on YouTube trends, platform developments, and competitor insights, informing senior stakeholders and strategic planning.

Data, Insights & Performance Management

• Analyse channel and content performance using YouTube Analytics, Tubular Labs, and internal reporting tools to generate actionable insights and optimisation plans.
• Collaborate closely with the Entertainment Analytics team to refine reporting frameworks and support data-driven decision-making.
• Proactively identify opportunities to improve performance through experimentation, platform updates, and emerging digital behaviours.

Platform & Industry Leadership

• Build and maintain a strong relationship with Google Partner Managers, ensuring Hasbro is positioned to take advantage of new features and strategic opportunities.
• Lead bi-monthly strategy sessions with Channel Managers to communicate updates, share best practices, and steer overall channel direction.
• Contribute to creative planning by sharing platform intelligence and identifying white-space opportunities for content innovation.

Key Competencies & Experience:

• Extensive direct experience managing high-performing YouTube channels at scale, with evidence of delivering strong commercial outcomes.
• Proven leadership capability, including experience managing, developing, and motivating digital teams.
• Strong commercial acumen with a track record of meeting or exceeding revenue and performance objectives.
• Advanced analytical skills, with the ability to interpret complex data and influence decision-making.
• Deep understanding of YouTube features, analytics tools, Content ID, downloadable reports, and live-stream functionality.
• Creative, proactive, and highly organised, with the ability to manage multiple fast-moving priorities.
• Excellent stakeholder management skills, with experience collaborating across functions and managing agency and platform relationships.
• Clear and effective written and verbal communication skills.
• Experience managing additional social platforms (e.g., Facebook, TikTok) is an advantage.

To Play to Win, you will be a champion of our Leadership Principles:

• Knowing is Half the Battle
• Break the Mold
• Take Charge
• Be Legendary
• Friendship is Magic
• The Matrix of Leadership

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