YouTube Channel Optimisation & “Nuance on YouTube” Deck

I developed the “Nuance on YouTube” deck, a strategic presentation designed to better understand audience behaviour, content performance and brand positioning on YouTube. The aim was to identify key opportunities to strengthen Viator’s channel presence, refine creative direction and align video content with global marketing goals.

My role involved auditing the channel’s performance across thumbnails, titles and metadata to pinpoint growth opportunities and improve click-through rates. I analysed audience engagement trends to define the content types and formats driving the strongest connections, and presented recommendations that shaped a channel-wide optimisation plan across tone, visual identity and publishing rhythm.

Working collaboratively with design and social teams, I led updates to the YouTube homepage, streamlining branding for greater clarity. I also conducted a copy benchmarking study to evaluate best-performing titles and descriptions, directly supporting improved discoverability and audience retention. These efforts contributed to a 3% increase in engagement and supported the channel reaching its 100K+ subscriber verification milestone.

This project provided Viator with a clear roadmap for future content decisions, ensuring that strategy, creativity and analytics worked together to deliver consistent growth and stronger viewer engagement.

Key Results:
Strengthened brand clarity and discoverability through updated design, metadata and copy standards.
Delivered a 3% engagement lift and contributed to Viator’s 100K+ subscriber verification.
Developed a comprehensive optimisation plan that redefined content, tone and publishing cadence.