Tamara is an industry veteran who has worked with award-winning agencies and leading global brands on digital and branded content programs during her career. In her current role as Head of Sponsorships and Content at Google, APCS YouTube Solutions, Tamara leads a team of experts in developing Made for YouTube content and ads for YouTube’s largest advertisers and in executing sponsorships including Coachella and the recently streamed NFL game live from Brazil.

How many years have you been a judge?

This is my first year!

What excited you about judging for the Telly Awards?

I love reviewing work in this space and it’s an honor to participate in the rewarding of excellence

What was your first job in the industry? What did it teach you?

I started in digital advertising, moved to entertainment marketing, and then on to Google/YouTube making content for the platform. My first role taught me the importance of stellar project management, and that I wanted the opportunity to play a more creative role, which led me to the next steps in my career.

What project are you most proud to have worked on?

While I’m most personally proud of the work I did with Brita and the FilterForGood initiative (and on the Global YouTube Music Awards), I’m proud of my team every day for their amazing creativity and strategic thinking, and the cutting-edge work we’ve launched in my many years leading this team.

What’s the most challenging part about your job and/or the industry?

I’ve been in this space for a long time and it took many years to move from a niche to a mainstream part of the industry. But the current explosion in interest and brand buy-in is both a blessing and a curse (I’m using the phrase loosely). It’s so motivating, exciting, and rewarding but it’s tough to keep up with the demand! A good problem to have, though.

What do you look for to determine excellence in video?

Educate me, entertain me, move me…

What are your current roles and responsibilities and what do you love most about your job?

I oversee the team that develops creative and creator-based solutions for brands, including executing sponsorships, developing creative YouTube solutions, and working with creators both as talent in ads and in custom brand integrations. I love seeing our creative solutions come to life on the platform as well as the results and strong performance these programs deliver.

What initiatives or projects are you working on now that excite you?

Long-term brand deals between creators and brands, as well as creator show integrations as part of our sponsorship roster.

Do you have any specific practices you lean on to spark creativity?

We really lean in to strategic insights driven by data, and we also always look for inspiration on the platform, drawing on trends and successful formats.

What inspired you to pursue your career path?

Like many people, one thing led to another, making the steps from digital marketing to entertainment marketing to the convergence of digital and entertainment.

In your experience, what is a significant change you are seeing happen in the video, television, and/or film industry, and what insight can you share about how to navigate it?

I think it’s interesting to note the changes in pacing and timing in film and TV with the advent of ever-shorter video content. Also the implications of AI for editing, asset development, and even the creative process.