During Matt McLernon’s four years at Google subsidiary YouTube, the video-sharing site has undergone a major transformation. Once the place where internet junkies could enjoy videos of sneezing Pandas, it has now matured into a credible media platform that pursues quality content. McLernon joined YouTube as communications manager having previously worked agency-side at Ruder Finn and Bite with tech brands including HP and TiVo. McLernon's responsibilities include managing YouTube’s social media presence and building its reputation at industry events such as CES.
A major communications push this year has been its advertising campaign to promote YouTube "stars" such as beauty video creators Michelle Phan and Bethany Mota. One of the main objectives of the campaign was to raise awareness among brands about the stars’ abilities to attract huge audiences to their channels. McLernon will help YouTube continue to compete with TV for eyeballs, in a bid to convince advertisers it is a valuable place to ally with great content.