VEVO
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CONTENT STRATEGY
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VEVO | CONTENT STRATEGY |
A core responsibility in my role at Vevo was developing and leading a comprehensive content strategy that aligned with the company’s business goals, industry partnerships, and the evolving behavior of a global, multi-platform audience. This required balancing creative vision with operational and commercial strategy, ensuring our content served both the artist and the platform, while performing across a complex ecosystem of distribution points.
I built a content framework that accounted for Vevo’s revenue and growth objectives, the varied consumption habits across platforms like YouTube, connected TV, and social media, and the specific needs of our partners, from major labels to tech platforms and artist teams. This meant deeply understanding how audiences engaged with content across formats, from lean-back CTV sessions to swipe-speed mobile browsing, and tailoring creative accordingly.
The strategy underpinned the creation and evolution of Vevo’s original content slate, including series like LIFT, DSCVR, Footnotes, and Vevo Presents. It informed how we approached production design, release cadence, editorial voice, and platform-specific rollouts. Just as importantly, it ensured our creative output remained adaptable, scalable, and resonant across genres, geographies, and audience segments.
By tightly integrating content strategy with business priorities and distribution realities, I helped position Vevo as both a culturally relevant publisher and a high-performing entertainment platform, one that delivered measurable value to artists, fans, and partners alike.
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I developed and led a content strategy that directly supported Vevo’s broader business goals, whether it was driving revenue, increasing platform engagement, or expanding our global audience. I mapped creative output to specific objectives like connected TV growth, mobile consumption, and brand value to advertisers and artist partners. This approach contributed to Vevo maintaining over 25 billion global monthly views, while also helping drive double-digit year-over-year growth in CTV viewership. My strategy allowed for scalability across genres, markets, and release cycles, ensuring every piece of content contributed meaningfully to performance.
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Understanding that fans consume content differently across platforms, I built formats specifically tailored to audience behaviors, from cinematic long-form for lean-back viewing to quick-hit, mobile-native storytelling. I crafted and scaled series like Official Live Performance and LIFT for premium CTV environments, while developing short-form formats like Watch This and Three Thoughts optimized for social and mobile. These decisions helped increase view completion rates by up to 30%, improved click-through rates by 22%, and expanded our reach among younger, mobile-first audiences. Every format was built with performance and platform resonance in mind.
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A key part of my content strategy was ensuring it served not just the viewer, but also our industry partners, artists, managers, labels, and platforms. I aligned our original content and editorial campaigns with artist release moments and marketing objectives, turning Vevo into a true creative partner rather than just a distributor. This approach strengthened trust across the ecosystem and helped make formats like DSCVR and LIFT essential tools for early-stage storytelling. DSCVR Artists to Watch alone attracted over 600 annual submissions, reinforcing Vevo’s role as a launchpad for the next generation of talent.
