Industry Spotlight: YouTube Creative Director

“Industry Spotlight” is our newsletter series where we interview professionals from across the entertainment industry about their current jobs and career trajectories. Our hope is that you will learn more about the positions you're already interested in, discover new roles you may not have considered, and utilize the wisdom of those who've paved the way before you to forge your own path for success.

This week, we sat down with Jesse Krim, the founder of JAK Media Group through which she consults with creators and brands as a YouTube Creative Director. She is also the founder of The Industry Shift, a curated networking event connecting traditional TV professionals with creators and YouTube insiders to shape the future of media.

Hollywood Resumes: Tell us about your role as a YouTube creative director. What does your day-to-day look like?

Jesse Krim: Honestly, no two days look the same, which is part of what I love about it. My day-to-day spans the full lifecycle of a YouTube video: pre-production, production, and post. That means I'm thinking about content strategy, ideating on concepts, managing timelines, overseeing shoots, and staying close to the edit to make sure the final product actually performs. I work with YouTubers and brands to not just make good content, but to build the systems and operations behind it so growth is sustainable. It's equal parts creative and logistical, which suits me well given my background moving between both worlds.

HR: What are the skills someone would need to succeed in your position?

JK: You need to be genuinely comfortable wearing a lot of hats. Strong production fundamentals are non-negotiable — understanding how a shoot comes together, how an edit should flow, what makes a thumbnail stop the scroll. But beyond the craft, you need to think strategically about audience and platform. YouTube rewards consistency and intention, so you have to be able to zoom out and see the bigger picture while still caring about every detail in execution. Communication and leadership matter too. You're often the connective tissue between talent, editors, and the business side. And honestly, adaptability. The platform moves fast, and the best operators move with it.  

HR: What do you like most about your job?

JK: The whole process feels like putting together a massive puzzle where half the pieces don't have a guaranteed shape. You're making creative decisions without a promise of how they'll land, and I find that exciting rather than stressful. It keeps you sharp. It keeps you curious. There's no autopilot mode, which means the creativity never really turns off and for me, that's the best part.

HR: Tell us about your entertainment background. How did you transition from traditional media into digital?

JK: I started as a Production Assistant in reality TV and just kept saying yes to everything. Over time I tried my hand through almost every department, freelancing across shows on Netflix, HBO, and TLC. Every show, every team is different, and if you can read the room and deliver, you get hired back. That's how you build a career in freelance. But eventually I wanted something more stable and less of a grind. I had been following YouTuber Jesse James West, and one day he posted on Instagram that he was looking for a producer, so I emailed him. That turned into becoming his Head of Production, growing his channel by 4.5 million subscribers over two years.

HR: What skills from your entertainment career have you used to build your YouTube career? Are there any surprising experiences you had in your entertainment career that proved invaluable as you made this transition?

JK: The top skills that I would say are the most transferable are adaptability, ingenuity, and project management. Every day is different, new challenges present themselves constantly, and you need to be prepared and open minded to take on whatever may come to you. I would say starting off on a show like Project Runway – an extremely hectic, busy, beast of a show – prepared me well to expect the unexpected and roll with the punches. You can’t be upset by plans changing, but rather excited for the new challenge at hand.

HR: Tell us about The Industry Shift. What is it, and what inspired you to start it?

JK: The Industry Shift is a one-day event closing the translation gap between traditional media and the creator economy. As YouTube and creator-led companies continue to grow, more teams are being built, roles are expanding, and the way content is developed and produced is rapidly changing. At the same time, many experienced professionals from television and traditional media are looking to understand how they fit into this new ecosystem. This event is designed to bring those worlds into the same room. The day will include a mix of conversations, panels, and smaller group workshops focused on how the creator economy actually works, how teams are structured, and what opportunities exist within it. There will also be time built in for networking and more direct connection between attendees. I was inspired to start this event as I made the transition myself from the TV world to YouTube. I led a webinar with over 55 women looking to make that transition themselves, and after posting about it on LinkedIn, I have now received over 200 DMs from other people also looking to make the transition, looking for advice. Because of this, I realized there was a real need to spread this information. I also owe a lot of my career to the people who helped me out along the way, and I would be so happy to now pass on some of my fortune to others in the form of information.  

HR: What advice do you have for experienced professionals who are considering pivoting from traditional media into the digital sphere?

JK: Be a student! The new media world is ever changing, and the language, skills, and platforms used are constantly evolving. You can not get complacent with what you’re comfortable with and think you can coast your way into work based on your credits alone anymore. There are thousands of people all looking to make it in this industry, and if you aren't willing to be constantly learning, you will be left behind. Subscribe to relevant newsletters, read LinkedIn articles, follow the top, middle and low performing creators, understand the space as much as you can. You can’t just wait for it all to one day show up in your brain from osmosis. You need to put in real time to be able to reposition yourself to fit the new landscape.

HR: What advice do you have for early career professionals who are beginning their careers in media and entertainment?

JK: My biggest piece of advice would be to come into things with the mindset that things will work out. There is so much uncertainty that is completely out of your control when it comes to what opportunities arise, how industry shifts, what technology comes out next. But what you can control is your mindset and approach to the challenges. If you're willing to work hard, maintain a network and be a good person along the way, you’ll be surprised what your career can become.

HR: Let us know how our readers can engage with you through The Industry Shift!

JK: People can follow The Industry Shift on LinkedIn, and they can get tickets for the LA event on May 30th here!

Thanks, Jesse!