Build a real, organic YouTube audience for SRI Labs from zero. Not ads, not repurposed promos - a channel people genuinely subscribe to because it makes their hair better: hair health education, how to use hair tools correctly, honest technique breakdowns, and formats we haven't invented yet.
You'll own the channel end to end. In the long run, this role can grow into leading our entire YouTube universe. Early on, it's scrappy: shoot with what we have, test fast, and figure out what sticks.
The Mission
Build a real, organic YouTube audience for SRI Labs from zero. Not ads, not repurposed promos - a channel people genuinely subscribe to because it makes their hair better: hair health education, how to use hair tools correctly, honest technique breakdowns, and formats we haven't invented yet.
You'll own the channel end to end. In the long run, this role can grow into leading our entire YouTube universe. Early on, it's scrappy: shoot with what we have, test fast, and figure out what sticks.
What You'll Actually Do
Research & ideation. Live inside YouTube. Study what's working in hair, beauty, and adjacent niches. Come to the table every week with ideas backed by evidence - packaging (title + thumbnail) first, video second.
Script & outline. Write scripts or structured outlines that hook in the first 10 seconds and hold attention to the end.
Shoot & direct. Run the camera, lighting, and sound yourself. Direct on-camera talent - we'll support you in hiring professional hairstylists and hosts, but you're the one who makes them look and sound great.
Edit for retention. Not glossy edits for their own sake. Edit for the feeling of "what's next?" - pacing, open loops, visual clarity. You should be able to explain why you made every cut.
Study the numbers. Own CTR, average view duration, retention curves, and subscriber growth. Every video is an experiment; every experiment produces a lesson for the next one.
Iterate relentlessly. Kill formats that don't work, double down on what does, and document the playbook as you go.
Who You Are:
YouTube native. You understand the platform at an instinct level - why people click, why they stay, why they leave. You can talk fluently about packaging, retention, and the algorithm as an audience-satisfaction machine.
A one-person studio. You can take a video from idea to published: research, script, shoot, direct, edit, thumbnail, upload, analyze. You don't wait for a team.
Curious and fast. You'd rather ship a good video this week and learn from it than polish a perfect one for a month.
A director of people, not just pixels. Comfortable working with hired talent (hairstylists, hosts, models) and pulling authentic, watchable performances out of them.
Extreme ownership. The channel's growth is your scoreboard. No excuses, no "that's not my job."
You do NOT need to be a hair expert on day one. You need to be obsessed with what makes people watch. We'll supply the product and subject-matter expertise.
Nice to Have:
Prior experience growing a channel (yours or a client's) from a small base - show us the numbers and what you learned.
Beauty, wellness, or lifestyle content background.
Familiarity with thumbnail design (Photoshop/Figma) and basic motion graphics.
What Success Looks Like:
First 90 days: Consistent publishing cadence established, 3+ formats tested, clear read on what's resonating from real retention data.
First year: A channel with a genuine, growing organic audience that people in the hair/beauty space actually know - and a documented playbook for what works.
Long term: You become the head of YouTube across our brands, building and leading a team.
