There’s a new Global Head of YouTube Creators.
Kim Larson, a ten-year veteran at Google, will take over that role. In her new position, Larson will work with big and small creators within the YouTube ecosystem. In an email to Tubefilter, a YouTube representative explained that Larson will be responsible for “driving forward YouTube’s vision, direction and execution across the creator landscape.” She will report to Tara Walpert Levy, YouTube’s VP of Americas.
Like Walpert Levy, Larson has extensive experience on the advertising side of Google’s brand. As the tech giant’s Global Managing Director, Larson helped top brands execute their creative and media strategies on YouTube by providing them with intelligence, innovation, and consumer insights. Her work often required her to connect with YouTubers. She has led advertiser workshops for creators, and she helped set up the Google BrandLab at YouTube Space NY.
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Larson’s connections with the YouTube community will help her in her new role. “Throughout my career, I’ve built a deep understanding of — and passion for — developing the creator ecosystem through the lens of our advertising community, working side by side YouTube’s incredibly talented creators,” Larson said in a statement. “In this new role, I’m keenly excited to drive forward our next wave of growth, building our ecosystem to give all creators the tools and support they need and deserve to continue to thrive on our platform.”
Larson is joining YouTube’s creator team at any important time. Several key execs have left the platform this year, including former Director of Creator Partnerships Jamie Byrne and one-time original content chief Susanne Daniels. Larson will take YouTube’s creator-facing strategy in a new direction, but there’s at least one major role she won’t fill: The platform is still looking for its next Global Head of Gaming Creators after Lester Chen’s departure in July.
Before joining Google in 2012, Larson collected more than a decade of professional experience in the marketing industry. Her previous jobs have included positions at Nike and Jamba Juice.