Based in Toronto, New Metric Medi a is an award-winning independent studio specializing in building comedy brands across television production, live entertainment, distribution, and licensing.

A recipient of the Banff World Media Festival's 2018 Innovative Producer Awa rd, Playback's 2022 Production Company of the Ye ar, and 2025 Strategist of the Ye ar, the company's slate includes the hit Hulu/Crave original comedy Letterkenny and its spinoff Shoresy , the CTV/CW/Roku comedy Children Ruin Everything , the acclaimed Crave series Bria Mack Gets a Li fe, and the GameTV/Paramount+ Canada satirical miniseries Hate the Player: The Ben Johnson Story.

New Metric Media's consumer-facing YouTube channel, shuze rTV, delivers the best in Canadian and international comedy to audiences worldwide, featuring a curated mix of original and acquired scripted and unscripted series, podcasts, stand-up specials, and sketch comedy.

New Metric Media is recognized as a leader in 360-degree brand marketing through the success of Letterkenny and Shoresy off-screen extensions, including Puppers Premium Lager, Gus 'N Bruno Whi skey, the sold-out LETTERKENNY LIVE North American theatre tour, and the Shoresy Classic hockey event, where the cast competes alongside NHL alumni.

The Role

This is not a maintenance job. We're not handing you a mature channel with an established audience, a proven format, and a content calendar to keep humming — we're asking you to build channels from zero, in some cases from a blank slate with no prior upload history, no established format, and no built-in audience.

We're looking for a YouTube Channel Manager who can operate as both strategist and operator — someone senior enough to walk in and tell us what we're getting wrong, and hands-on enough to actually fix it. This isn't a role for someone who needs a playbook handed to them; you're the one who builds the playbook from scratch, proves it works, and then teaches the team how to run it. You should have direct experience taking a channel from zero (or near-zero) to real traction — you know what the first 90 days of a recent channel actually look like, what to test, what to kill fast, and how to find a format before there's any data to lean on.

You'll own the channel(s) end to end: standing up the channel itself (positioning, format,



upload cadence, branding), growth strategy, content strategy, analytics, and the execution muscle to make it all happen — thumbnails, titles, packaging, scheduling, community, and coordinating with producers/talent to turn raw footage and franchise IP into a real audience from nothing.

What You'll Do

- Assess which properties/talent/themes are actually worth a dedicated channel vs. a different platform play, before we spend a single dollar building
- Define the launch strategy per new channel: positioning, target audience, format hypothesis, and what "proof of traction" looks like before we commit further resources
- Design the 0-1 playbook — the specific sequence of tests, cadence, and decision points a brand-new channel should go through in its first 90-
- 180 daysSet early-stage KPIs that make sense for zero-audience channels (not just watch time/subs, but leading indicators like retention on early uploads, CTR against no-history baselines, format-fit signals)
- Advise leadership on which format bets are worth doubling down on and which to kill fast, and where YouTube fits in the broader creator-to-franchise pipeline
- Build repeatable systems and SOPs so future channel launches don't require reinventing the process each time

Execution

- Stand up new channels from scratch: branding, channel art, about pages, initial content strategy, upload cadence
- Produce and iterate on early content with no existing data to lean on — testing formats, titles, and thumbnails against hypotheses, not historical benchmarks
- Manage upload calendars and publishing across channels as they scale past launch
- Drive title, thumbnail, and packaging decisions, shifting from hypothesis-driven to data-driven as each channel accumulates real performance history
- Where applicable, work directly with editors, producers, and talent to shape content for the platform from the outset,



not repurpose it after the fact
- Own community management and channel health (comments, copyright, monetization, platform policy) as channels grow
- Stay ahead of algorithm shifts, format trends, and platform features (Shorts, live, etc.), especially as they affect how new channels get discovered

Teaching / Leadership

- Translate YouTube strategy into plain language for a leadership team that doesn't live in the platform day-to-day
- Train internal staff and talent on best practices for packaging and performance
- Be the internal voice of "here's what the data says we should actually do"

What You Bring

- 4+ years managing YouTube channels, with at least one clear, provable example of taking a channel from zero (or near-zero) to real, sustained traction — not just optimizing something that already had an audience
- A track record that spans both entertainment/comedy-adjacent content and hard analytics — you can talk creative and you can read a retention graph
- Comfort operating without historical data — you know how to form a hypothesis, test it fast, and read weak early signals correctly
- Deep fluency in YouTube Studio, Analytics, and the mechanics of the algorithm, specifically as they apply to new/low-subscriber channels
- Experience managing multiple channels or a channel network, not just a single creator's page
- Comfort working directly with talent and producers, not just a content calendar
- A builder's mentality — genuinely energized by zero-to-one work, not just willing to do it

Bonus Points

- Experience launching multiple channels from scratch for a media/entertainment company, ideally more than one success
- Background in comedy, scripted TV, or creator economy talent management
- Experience turning existing IP or talent (with no prior YouTube presence) into anew channel

Reporting

This role initially reports to both the COO and CEO with close collaboration across production, marketing, and the creator development team.

Location

This is an in office role based in Downtown Toronto. This role is expected to be physically in office 4 days per week.

We thank all applicants for their interest; however, only those selected for an interview will be contacted.

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📌 YouTube Channels Manager (Toronto)
🏢 New Metric Media
📍 Toronto