New York University

Global Head of Creator Programs, Business Operations & Partnership Enablement

Recruited to partner with the president of technology in leveraging cutting-edge technology and data-driven insights to reshape the landscape of the music industry-transforming the product organization appointed to build, overhaul, or acquire the A&R, marketing, and digital supply chain systems needed to drive fan engagement and amplify the value or artists and songwriters.

International leadership includes establishment of operational processes, and helping the engineering, product management, UX / Ul, product solutions, and infrastructure (IT) thrive across the planning, design, development, and launch lifecycle.

Warner Music Group

Chief of Staff to the President of Technology

Promoted to lead creator shopping strategy as part of a 2023 business unit reorganization to help evolve alternative revenue monetization at YouTube. 

SHOPPING STRATEGY & GO-TO-MARKET for YOUTUBE E-COMMERCE:

** Growth Phase 6: Video-embedded e-Commerce Initiative

Led creator-shopping business operations and the development of new monetization strategies—guiding the expansion of YouTube’s e-Commerce capabilities through its creator and merchant relationships, and launching affiliate-marketing on top of the global platform’s user-generated content ecosystem.

YouTube

Global Head of Creator Shopping: Strategy & Business Operations

Promoted to team lead—and later global head of creator programs—program managing and serving on the leadership team that developed and secured investment buy-in, and ultimately rolled out ten big commercial bets as part of YouTube’s expansion from video streaming to a diversified product mix.

GO-TO-MARKET STRATEGY & OVERSIGHT for YOUTUBE CREATORS:

** Growth Phase 5: Large-scale YouTube Investments

Developed and launched end-to-end partnership program strategies, including YouTube’s $100M YouTube Shorts Fund and $100M Black Voice Initiative. Also, designed and launched more than ten Shopping monetization pilots to amplify “creators as merchants on YouTube.”

Concurrently, led annual planning, creating a strategy framework, headcount, and budget requirements with colleagues across product, communications, legal, policy, marketing, and research. 

** Growth Phase 4: YouTube’s First-ever Product Activation

Appointed to develop go-to-market strategy and repeatable playbooks to launch new products, as well as governance related to legislation. 

Developed Creator Advocacy Initiative to help top-performing creators anticipate and adhere to international legislation and regulations; secured funding and program managed the development of creator and VR content strategy supporting Google’s Daydream VR Headset / hardware launch. Included deals with creators such as Chloe X Halle, IGN, and NASA.

Secured funding to develop and program managed YouTube Stories, onboarding global creators, public figures, and digital publishers for November 2018 launch.

BOTH ROLES DURING THIS PERIOD:
Global Head of Creator Programs: Strategy & Business (4/19–1/23)
Team Lead, Global Creator Content Partnerships (9/15–4/19)

Global Head of Creator Programs | Team Lead, Partnerships, Strategy & Business

Promoted to bring sponsorship expertise to YouTube’s evolution into an influencer-driven growth strategy—competing with traditional ad share and market awareness from TV ads.

YOUTUBE-FOCUSED REVENUE DEVELOPMENT for BESPOKE PARTNERS:

Growth Phase 3: Google / YouTube’s First-ever Brand & Creator Partnerships

Commercialized brand-creator relationships that reimagined B2C strategy and drove a new multimillion-dollar deal pipeline. Developed go-to-market strategy and structured / negotiated deals between YouTube, creators, and brands, growing 80% YoY. Also, developed repeatable partnership development infrastructure, connecting brands with potential partners, and operationalizing brand-partner onboarding.

Senior Content Strategy Manager, YouTube Commercialization

Hired to bring agency-side media buying, brand awareness, and campaign development expertise into the programmatic evolution of Google’s ad ecosystem. Promoted as Google / YouTube advertising matured into a high-value digital property, blending creativity and business accountability to help drive sponsored traffic and fuel annual ad spend.

Served on the original 4-member cross-platform team that grew to 100+ people worldwide.

ENTERPRISE PARTNER PORTFOLIO STRATEGY, DEVELOPMENT & MANAGEMENT:

** Growth Phase 2: Google’s First-ever Formalized Sponsorships: 

Built YouTube’s first enterprise-level sponsorship programs—developing first-of-their-kind live streams and aggregated video content around large-scale, high-visibility cultural moments (e.g., Coachella, Fashion Week, Super Bowl). 

Originated development standards and policies, pricing and packaging, partner agreements, and mid- and post-campaign analysis and reporting.

** Growth Phase 1: Google’s First-ever Cross-platform Advertising Solutions:

Built fully integrated cross-platform advertising solution to integrate disparate, Google-wide ad offerings into a single high-value advertising package for Fortune 500 companies. 

Ad solution integrated newly acquired YouTube capabilities, and brought new digital channels and performance metrics into clients’ brand awareness and media campaign goals.

Jamie Reichstein