Shaping YouTube Strategy for the World's Top Media Brands
Welcome to ChannelCraft, where I specialize in providing expert YouTube strategy consulting services. Let me help you optimize your content, platforms, and channels to achieve remarkable success.
Hi! I'm Heather George!
With over 20 years of experience in digital content strategy and audience development, I specialize in helping brands, creators, and media companies grow and optimize their YouTube presence. I’ve led YouTube strategy for some of the world’s most recognized entertainment brands- driving millions of subscribers, billions of views, and measurable business results.​
Whether launching new channels from scratch, scaling existing ones, or developing Shorts and long-form video strategies, I bring a deep understanding of platform trends, algorithmic behavior, and content performance. I’ve built and led high-performing teams, managed multi-platform campaigns, and partnered directly with YouTube to stay ahead of the curve. ​
Beyond YouTube, I bring deep expertise in content strategy and merchandising across owned-and-operated platforms, AVOD, SVOD, and live streaming. I’ve built programming frameworks, launch plans, and promotional strategies that drive discovery and engagement- whether the goal is tuning in live, bingeing a new season, or boosting revenue across digital storefronts.​
Now, through ChannelCraft Media, I help clients unlock growth through data-informed strategy, creative optimization, and proven channel development frameworks.
Some Channels I've Helped Grow...
Services
YouTube Platform and Programming Strategy,
Channel Analysis, and Optimization
YouTube Channel Strategy
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Thorough channel review and analysis
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Performance reporting
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Competitive analysis
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Best practices and recommendations
Programming Strategy
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Strategic programming plan optimized for the YouTube algorithm
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Editorial publishing calendar
YouTube Channel Launches
Channel launch strategy and execution
Channel Optimization
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Title, Thumbnail, Description optimization
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Channel Curation
Creative Strategy
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Work with creative teams, editors on video concepts for in-feed and YouTube Shorts
Liked and Subscribed
Meri Carman
Vice President, Strategy and Business Development
Paramount Global
I’m thrilled to recommend Heather George for her exceptional expertise in YouTube strategy and optimization. Few people I’ve worked with demonstrate such a comprehensive and data-driven understanding of the platform as Heather does.
Her ability to analyze a YouTube channel—identifying both strengths and areas for growth—is second to none. Heather brings a razor-sharp eye to interpreting performance data and turning those insights into actionable strategies that drive real results. Whether it’s through refining content formats, dialing in a winning programming cadence, or pinpointing missed monetization opportunities, Heather consistently brings value and clarity to the table.
Heather also has a deep and nuanced grasp of YouTube’s algorithm, leveraging this to shape smart, forward-thinking strategies that keep both growth and monetization front of mind. From thumbnails and titles to metadata and content structure, she understands how each element contributes to discoverability, engagement, and revenue.
On the monetization front, her strategic thinking is outstanding. She doesn’t just look at what’s working now— she anticipates trends, experiments thoughtfully, and optimizes around what will work next. Whether it’s exploring different revenue streams, refining watch-time strategies, or optimizing for CPM, Heather brings business-savvy insights backed by hard data.
Simply put, Heather is one of the best people I know when it comes to YouTube growth and optimization. Her blend of creative instinct, technical knowledge, and strategic thinking is rare—and invaluable to any creator or team serious about succeeding on the platform.