Consultant Brief — YouTube & Digital Video Advertising Lead

The opportunity

A fast-growing, design-led consumer products company is preparing to scale into the North American market, backed by a national video advertising push and a broader brand-building campaign. The business already has strong underlying demand and a proven direct-to-consumer and marketplace sales channel — but its video advertising to date has significantly underperformed relative to its other channels. We're looking for a specialist consultant to close that gap and lead a properly built YouTube and digital video strategy through the launch.

This is not a generalist performance-marketing role. We need a recognised, hands-on expert in YouTube and digital video advertising specifically — someone who lives in this channel, not someone who “also does video” alongside Search and Shopping.

What you'll do

• Own and rebuild the YouTube and digital video advertising strategy for a North American launch — from campaign architecture through to creative direction.
• Diagnose why current video and reach-style advertising has underperformed, and rebuild campaigns, targeting, and measurement from the ground up rather than optimising what's already there.
• Shape video ad creative and messaging so it's built to convert an audience that doesn't yet know the product category — not another round of generic brand-awareness placements.
• Set up proper baseline measurement and reporting so the impact of a major upcoming brand campaign, including a national TV commercial, can be tracked and proven.
• Work as embedded, senior support alongside the existing marketing team and agency partners — a hands-on build role, not a strategy deck handed over at the end.

What we're looking for

• A recognised, senior-level expert in YouTube advertising and digital video specifically — deep, current knowledge of YouTube campaign types (In-Stream, Demand Gen, Video Reach), Google's video measurement and brand-lift tools, and how video should work alongside the rest of a Google Ads account.
• A track record of using video advertising to build a brand or category in the North American market specifically, ideally for a physical consumer product business rather than app or software marketing.
• A strong, opinionated point of view on creative — someone who will push back on weak, feature-led messaging and can brief or direct better creative, not just place media against whatever exists.
• Comfortable operating as an embedded consultant or fractional specialist rather than a retained agency of record.

Engagement details

• Engagement: consultant / fractional — scope and hours to be agreed based on experience and availability.
• Location: remote
• Timing: immediate start — this is tied to an active North American launch already underway.
• Confidential search: the company name will be shared with shortlisted candidates.