YOUTUBE STRATEGY AND PRODUCTION FOR BRANDS, EXPERTS & MEDIA BUSINESSES

Build a channel people actually want to watch

YouTube strategy. Original formats. Professional production. Measurable growth.

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The real challenge

WHAT I DO

I help brands, experts and media businesses turn their knowledge, stories and existing content into YouTube channels that grow audience, authority and revenue.

The aim is to build a repeatable content system that works for the audience and supports the wider business.

YouTube strategy. Original formats. Professional production. Measurable growth.

That means more than simply filming and uploading videos.
I work across channel strategy, programme formats, production, editing, titles, thumbnails, audience retention, distribution and monetisation.
YouTube strategy. Original formats. Professional production. Measurable growth.

That's where I come in.

ProducerStrategistContent Partner

WHERE I FIT

I have spent more than two decades producing and editing video across television, documentary, branded content, sport, finance, podcasts and digital platforms.

Earlier in my career, I worked extensively on archive-led history documentaries and factual television. That meant taking interviews, archive footage, narration, music and graphics and shaping them into clear, engaging stories.

Since then, I have worked with major brands, broadcasters, agencies, sports organisations and personal brands, producing everything from television commercials and branded films to podcasts, social campaigns and YouTube series.

EXPERIENCE

I'm an Executive Producer and sports content specialist with 20+ years' experience across video, podcast, social, branded content and editorial production.

I've worked across sport, betting, broadcast, telecoms, retail and major brand campaigns, including projects connected to Betfair, Flutter, Sky, FOX in Hong Kong, Team GB, British Paralympics, British Rowing and NatWest Rugby.

More recently, I've been building YouTube and content systems for racing and betting audiences, including long-form shows, podcasts, Shorts, newsletters, memberships, sponsorship packages, thumbnails, titles and performance analysis.

I'm strongest where the format, audience, sponsor, talent, workflow and numbers all need to work together.

WHY I MOVED TOWARDS YOUTUBE

YouTube brings together everything I enjoy most about production.

It combines storytelling, audience psychology, format development, data, design and commercial strategy.

Unlike traditional production, the work does not end when a video is delivered. You can see how people respond, where they stop watching, what makes them click and which ideas bring them back.

That feedback makes it possible to improve every part of the channel.

I use analytics, audience behaviour and real-world performance to shape:

what the channel should be about
who it needs to serve
which formats should be repeated
how videos should be packaged
where viewers lose interest
how content supports leads, memberships, sponsorship or sales

The goal is not simply more views.

The goal is to build a valuable audience around the business.

YouTube for established brands

Many businesses already have the raw material for a successful YouTube channel.

They have knowledgeable people, customer questions, research, case studies, archive material, events, podcasts or existing social content.

What they often lack is a clear YouTube proposition and a system for turning those assets into consistent programming.

I help brands identify the strongest opportunity, create repeatable formats and build a production process that can be sustained.

This can include:

channel strategy and positioning
audience and competitor research
programme and series development
video production and editing
titles and thumbnail direction
channel branding and graphics
publishing and optimisation
analytics and retention reviews
repurposing across social channels
revenue and lead-generation strategy

The result should feel like a real channel, not a collection of unrelated corporate videos.