YouTube Channel Manager

About the job

Important note: Please read the application process carefully. It’s at the bottom of this post. We encourage you to read the entire job post before applying.

Role Overview

IELTS Advantage is hiring a YouTube Channel Manager to own our entire content engine from strategy to distribution. You’ll scale our 4M+ subscriber education channel while managing the full ecosystem: testing, production, lead generation, and cross-platform distribution.

We generate millions of views on long-form YouTube every month and more than 100 million video views/month across all platforms. We have a world-class creative team. We now need a world-class operator to help us reach the next level.

This role is 80% operational execution, 20% strategic thinking. Your north star is building a content machine that delivers consistent output, generates qualified leads, and drives sales.

You need to thrive in systems, move fast with incomplete information, and operate with minimal oversight. This is not a creative role—it’s an operational role that enables creative output.

Why This Role Matters

YouTube organic is our highest-value channel. We’ve proven the model works—now we need someone to systematise, scale, and optimise it.

You’ll have a direct impact on a profitable business that helps thousands of professionals achieve their IELTS goals through honest, results-driven education.

If you’re an operator who loves building systems, optimising metrics, and seeing direct impact from your work, this role will energise you.

If you are the A player in your company and you want to only work with other A players, this is for you.

If you want creative freedom, lots of meetings, or someone to tell you what to do every day—this isn’t the right fit.

Compensation & Growth

Base: 620,000.00 (ZAR)-900,000.00 (ZAR) per year

Performance Bonus Structure:

25% of ad revenue
Shared company revenue bonus
Monthly team performance bonus

Bonus Potential: $2-3K USD /month with full performance achievement

Growth Path:

3 months: Probation passed and bonus eligibility achieved
12-24 months: Content Operations Director role, managing an expanded team as we concentrate on other platforms
24-48 months: COO

Learning Path:

Learn directly from our founder.
Unlimited learning budget. Any book, course, or event you need to attend that improves your value to the company is covered.
Direct access to Ed Lawrence and Alex Hormozi’s teams. We are part of their advisory program.

Responsibilities

1. Testing & Optimisation

Thumbnail & Title Split Testing:

Run sequential title tests on winning thumbnails, titles, and intros.
Execute full testing lifecycle within 5-day windows: setup → launch → monitor → analyze → report → implement
Track CTR benchmarks and identify winning combinations before videos go live

Performance Analytics:

Monitor YouTube Studio analytics for CTR, AVD, and retention curves
Track video-level conversion metrics: views → signups → sales
Identify patterns in high-performing content and feed insights to strategy

2. Production Pipeline Management

Strategy Translation:

Attend CEO strategy calls to understand video concepts and business objectives
Translate the CEO’s vision into clear, creative briefs for editors and thumbnail designers
Ensure editors understand the “why” behind each video
Maintain quality standards across all videos

Pipeline Coordination:

Manage many videos simultaneously through production stages: ideation → scripting → filming → editing → testing → publication
Coordinate assignments between video editors
Track revision rounds and ensure videos meet quality standards before upload
Build and maintain a multi-video buffer to guarantee publishing consistency
Drive pipeline velocity from concept to publish
Flag bottlenecks early and solve them

3. Lead Magnet System Management

Lead Generation Infrastructure:

Manage the PDF lead magnet system
Coordinate with the design team to create new lead magnets aligned with video content
Implement lead magnets in video descriptions, pinned comments, and cards
A/B test lead magnet offers and track conversion rates by video

Performance Tracking:

Track video-specific metrics: views → clicks → signups → sales
Monitor traffic-to-lead conversion rates
Identify which videos generate the highest-quality leads (measured by purchase rate)
Report weekly on lead volume and quality by video/topic

Revenue Attribution:

Track revenue generated by each video using attribution data
Monitor LTGP: CAC ratios for YouTube content
Identify patterns: which topics, formats, or styles drive the most sales
Provide data-driven recommendations for future content strategy

4. Cross-Platform Distribution

Multi-Channel Publishing:

Repurpose YouTube videos for Instagram, Facebook, TikTok, and LinkedIn
Coordinate with the social media team on optimal posting times and formats
Schedule email announcements for new videos and coordinate with the email team

Content Optimisation by Platform:

Adapt thumbnails, titles, and descriptions for each platform’s algorithm
Test different hooks and formats for short-form vs long-form content
Monitor cross-platform engagement and adjust distribution strategy accordingly

5. Monthly YouTube Live Management

Live Event Coordination:

Plan and schedule monthly YouTube Live webinars (1 per month)
Coordinate with the CEO on webinar topics, outlines, and promotional strategy
Manage pre-event promotion: email campaigns, social posts, YouTube community posts
Set up YouTube Live technical infrastructure and conduct pre-event testing
Monitor live chat during events with the moderation team

Webinar Performance:

Track registration, attendance, and conversion metrics
Identify patterns: which topics drive the highest attendance and sales
Build systems to improve show-up rates and engagement over time

6. Systems & Process Improvement

Operational Excellence:

Document and refine all processes: testing, production, distribution, tracking
Identify inefficiencies and implement solutions without waiting for permission
Build dashboards and reporting systems that surface actionable insights
Create templates and checklists that enable scaling beyond 2 videos/week
Train backup team members on critical processes to reduce single-point-of-failure risk

Results You’ll Own

Publishing Consistency:

100% on-time delivery of 2 long videos per week (non-negotiable)
Reduce the concept-to-publish timeline from 20 to 14 days by Q2
Build a 10-video buffer within the first 90 days

Testing & Optimisation:

Complete thumbnail/title testing within 5 days per video

Lead Generation & Revenue:

Maintain or improve the view-lead signup rate
Increase traffic-to-sale conversion
Track and report video-level ROI (revenue per video published)
Identify and scale the 20% of videos that drive 80% of results

Cross-Platform Growth:

Identify and scale 2-3 highest-ROI distribution channels by Q2

Webinar Performance:

Build repeatable systems that improve performance month-over-month

Systems & Scalability:

Document all processes within the first 60 days
Build systems that enable scaling to 3-4 videos/week without adding team members
Reduce CEO involvement in operational decisions by 50%

Requirements

Non-Negotiables:

3+ years managing YouTube channels with documented growth results (provide proof)
Strong YouTube Analytics interpretation and actionable insight generation
Experience managing remote teams and coordinating multiple freelancers
Advanced Excel/Google Sheets for pipeline tracking and reporting
Proven ability to manage multiple concurrent projects without dropping balls
Self-starter who solves problems without waiting for permission

Strong Preferences:

Experience with educational content or 1M+ subscriber channels
Background in performance marketing or growth marketing roles
Familiarity with lead generation systems and conversion tracking
Experience managing live events or webinars
Understanding of email marketing and cross-platform distribution
Experience using Google and YouTube ad platforms

Who Will Fail in This Role:

People who need daily direction or hand-holding
Creative types who want to make artistic decisions (we test, data decides)
People who say “that’s not my job” when something needs doing
Anyone uncomfortable with ambiguity or fast-moving priorities
You think a social media manager is the same as a world-class YouTube channel manager

Who Will Thrive:

You like being treated like an adult
You’re not threatened by working with other A-players
Operators who love building systems and watching them run
Data-driven decision makers who trust numbers over intuition
Self-directed problem solvers who flag issues with solutions attached
You are energised by juggling multiple moving pieces simultaneously
Those who prefer async communication and deep work over meetings

Rhythm & Communication

Weekly:

Strategy call with CEO (review testing, pipeline, performance, priorities)
Weekly testing results report
Pipeline status update (what’s on track, what’s at risk, what you’re solving)
Lead generation & conversion report

Monthly:

Comprehensive performance report (all metrics, insights, recommendations)
Webinar coordination and execution (1 event per month)
Process documentation and improvement proposals
Strategic planning session with the CEO

Content Cadence You’ll Manage:

2 long-form YouTube videos per week (non-negotiable baseline)
Hundreds of thumbnail and title tests per month
1 monthly webinar (live event + promotion + follow-up)
Daily cross-platform distribution
Weekly email video announcements

Communication Style:

Async-first: Loom videos, written updates, shared documents
Proactive: Flag problems with proposed solutions, don’t wait to be asked
Direct: We tell the truth and live in reality

Core Values (How We Actually Operate)

Truth Over Shortcuts
Systems Over Heroics
Data Over Opinions
Ownership Over Excuses
Simplicity Over Complexity
 

YouTube Channel Manager