How we grew a best-in-class YouTube channel for CareerFoundry

Our work with CareerFoundry actually predates Humble&Brag itself. Ed joined as Head of Marketing in 2017, inheriting a minimal marketing function after a round of layoffs. With limited budget and big growth targets, he focused on building out scalable, organic channels — and saw YouTube as a key opportunity.

At the time, the channel had only sporadic uploads and no real strategy. Under Ed’s leadership, it was repositioned and restructured from the ground up. The goal: make it a high-quality, human channel that delivered real value to prospective students — while driving performance across the funnel.

In 2021, Calum joined the company to lead the YouTube team, helping systematise content production, expand the editorial range, and scale the channel’s growth — all of which laid the groundwork for what would later become Humble&Brag’s own agency model.

The Work

• Channel reboot — We developed a publishing strategy aimed at one long-form video per week, focused on search-driven topics with lasting relevance.

• Cross-channel synergy — Video topics were aligned with blog and CRM content to support SEO and nurture performance.

• Team building — We built a lean, in-house YouTube team and a freelance bench, covering scripting, filming, editing, and publishing.

• On-camera & scripting — Edward appeared in and wrote several early videos, covering marketing topics and soft skills, while Calum led on editing, format testing, and publishing processes.

• Process design — We built the foundational workflow for scripting, production, cutdowns, and content reuse — the same model we now use with Humble&Brag clients.

The Results

📈 Channel grew from a few thousand subscribers to 280,000+

📹 Hundreds of thousands of monthly views across long-form and Shorts

💼 Became a top-performing organic acquisition channel, generating leads and assisting conversions

🎯 Helped raise session duration across the site and improved CRM nurture funnel performance

💬 Sales reps regularly heard “I loved your YouTube videos” on calls

🧱 CF became a benchmark for content marketing in the edtech space