YouTube Set to Restructure Creator Management Teams In Major Overhaul

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Detail of the YouTube logo outside the YouTube Space studios in London, taken on June 4, 2019.

It looks like YouTube is undergoing its first corporate restructure in more than a decade that will be affecting its creator management and operations teams.

According to Tubefilter, the publication noted that there will be roughly 100 roles eliminated at YouTube with this change.

The reorganization comes after Mary Ellen Coe, who took over as YouTube’s chief business officer after Robert Kyncl, laid out new goals for 2024.

Sign with logos for Google and the Google owned video streaming service YouTube at the Googleplex, the Silicon Valley headquarters of search engine and technology company Google Inc in Mountain View, California,
Sign with logos for Google and the Google owned video streaming service YouTube at the Googleplex, the Silicon Valley headquarters of search engine and technology company Google Inc in Mountain View, California, April 14, 2018. (Photo by Smith Collection/Gado/Getty Images)

Coe previously led Google Customer Solutions, where she oversaw global ads for midmarket and small businesses, and before that spent 12 years with management consulting firm McKinsey & Co.

YouTube will be bringing the content creator management teams together under a more central leadership dedicated to each individual country. As of now, partner managers have been around the globe with some partners assigned to countries outside of their living area.

Tubefilter also noted that this change will not result in any creators on the platform losing support on YouTube. The platform will still be able to support more creators as per the report.

As of now, the platform is also reorganizing other teams in its company. At this time, it is currently spreading out and localizing the creator management while doing the opposite with its music, sports, media, film, and TV teams.

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This consolidation will be bringing these teams into one single global team. The group will be focused on things like YouTube TV and even the platform’s big bet on the NFL Sunday Ticket.

YouTube will also be splitting its support team into two separate teams. Going forward, users will experience a creator-facing support team and a customer/user-facing support team. This should give the platform the ability to interact with creators much quicker than its current model.

An internal staff memo was also sent out that indicated the changes are intended to help the business as it tackles new formats like Shorts and experiments with technology updates including AI.

A young woman with a smartphone walks past a billboard advertisement for YouTube on September 27, 2019 in Berlin, Germany. YouTube has evolved as the world's largest platform for sharing video clips.
BERLIN, GERMANY – SEPTEMBER 27: A young woman with a smartphone walks past a billboard advertisement for YouTube on September 27, 2019 in Berlin, Germany. YouTube has evolved as the world’s largest platform for sharing video clips. (Photo by Sean Gallup/Getty Images)

“As we have seen the past few years, our creator base is broadening and diversifying, from our most experienced creators to a new generation of casual creators posting on YouTube for the first time,” Coe wrote. “Gen AI tools will further fuel new forms of creativity and bring even more creators to the platform. At the same time, our subscription businesses have momentum, powered by partnerships with music, sports and media companies. As the business evolves, we have an even greater need to ensure we’re running the business effectively and meeting the needs of all of our users.”

Those eliminated at the company will have the ability to apply for new roles within YouTube.

“I am deeply grateful for the work these YouTubers have done to make YouTube the best place for creators, partners, and viewers,” Coe said. “Each one of you has been a valued and meaningful part of our team, and we’ll be here to support you as you consider next steps…Change is never easy, but I am confident these will help us invest our capabilities and expand our impact for YouTube for many years to come.”

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