Director, Brand & Content Marketing
Description
Job Title: Director, Brand & Content Marketing
Department: Marketing, 4creative & Content Communications
Location: London, Leeds or Manchester
Reporting to: CMO
Job Grade: SL
Salary: Competitive
JOB PURPOSE
A role to lead and own the development and delivery of brand strategy and content marketing plans across Channel 4, Channel 4 Streaming and Channel 4+, working in partnership with the Director of Media & Effectiveness. You will oversee all brand and content marketing activity and collaborate with the 4creative leadership team, 4Studio and the Commissioning department to drive distinctive, relevant and creatively best-in-class output that bring viewers to the brand and its content, ensuring alignment with our corporate KPIs and purpose.
KEY RESPONSIBILITIES
Develop and deliver best-in-class brand and content marketing plans
- Lead the development and delivery of brand and content marketing plans, working closely with the Director of Media & Effectiveness to manage the marketing budget and assess the investment mix and overall spend levels
- Use data and analytics to inform and direct viewer-led strategies, together with internal Audience Research & Insight teams
- Work collaboratively with key stakeholders, both externally & internally, to maximise the understanding of and ambition for how the Channel 4 brand behaves across multiple touchpoints
- Work with the Commissioning team to ensure that content marketing plans are aligned to the editorial vision as well as the Channel 4 brand, supporting delivery of our statutory remit.
- Collaborate with 4Sales to ensure that our sales proposition is on brand, spotting opportunities to create fame for Channel 4
- Partner with the Streaming Business Director on viewer strategy and development of acquisition plans through C4+
- Work closely with the Finance team, CMO and Director of Media & Effectiveness on investment cases and financial reviews
- Ensure marketing strategies and plans are aligned with the CEO, the CMO, and the wider Executive team
Drive a culture of creative excellence
- In partnership with 4creative, drive and oversee a culture of creative excellence, curiosity and a sound understanding of best-in-class creativity (and the processes to get there) – leading by example and pushing teams to over-deliver
- Ensure the quality of strategy and execution of our advertising and creative output reflects the Altogether Different nature of Channel 4’s remit
- Review and approve briefing processes, proposition development and creative output of our most high-profile campaigns, whilst coaching the team to achieve excellence in these, and via delegation on all other campaigns.
Lead an integrated MarComms planning approach
- Ensure seamless integration of all communications by working closely with the CMO’s SLT across Media, 4creative and Content Communications
- Use viewer insight to drive strategic decision making across the wider department – ensuring marketing activity reflects changing viewer behaviour.
- Facilitate and grow social and digital first literacy and learning agendas, assessing the role for digital and social partnerships within the team
- Work closely with the Director of Media & Effectiveness to continually review and assess investment mix, spend profiles and overall impact of plans across audience segments and channels
Lead and develop a high performing team of specialists & generalists
- Review the role of brand management organisationally, identifying any capability gaps and building specialist strategic and executional muscle fit for the future
- Lead and develop a marketing department which delivers tens of major multi-media campaigns, and hundreds of TV promotional campaigns a year – identifying capability gaps
- Reviewing the role of Marketing operations and how it fits into the broader organisation, redefining an operating model that is fit for purpose
- Build a strong digital marketing function that can plug directly into existing platforms, developing performance marketing capabilities alongside top-of-funnel brand expertise
- Develop overall MarTech capability and drive a culture of innovation, taking advantage of emerging technologies or channels
Requirements
ESSENTIAL EXPERIENCE AND SKILLS
- A creative individual who has multiple examples of leading and delivering famous, award-winning advertising work, which must be multi-channel. Agency experience is helpful but not essential, client-side experience is a must.
- A brand-building expert who has improved the brand equity and experience of famous brands. Some experience of media or entertainment brands would be helpful, but is not required. Experience of brands which touch the lives of everyone in the UK could also be helpful, but is not essential.
- A strategic mindset, allowing them to understand and translate the company strategy into a clear plan for brand and content marketing. Comfortable and confident with proposition development, ability to keep multiple campaigns on strategy with a singular vision for how these contribute to the brand.
- A leader of integrated campaigns, with experience and understanding of how to creatively target and engage different audiences across social and digital platforms.
- Excellent organisational skills – proven ability to meet tight deadlines, in budget, across strategic and operational projects in a fast-paced and complex business.
- Expert people manager with proven experience of developing a results-focused team who excel
- A “digital native” mindset (even if not actually a digital native!), borne out by their previous campaigns having strong digital elements, and a strong familiarity with the latest marketing developments in digital channels.
- A capability-builder, with a track record of building new skills in their department, and developing junior staff and middle managers.
- First class collaboration, communication, influencing and relationship management experience – internally with Executive level stakeholders, and externally with agencies and stakeholders – with excellent presentation skills.
- A commercially savvy and financially fluent marketer, comfortable working with multi-million budgets, with experience of managing a P&L (or equivalent).
- Experience of managing production budgets and external partners to deliver defined outcomes and results.
How to apply
Apply via link
Channel 4
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**Overview** Channel 4 is a unique and distinctive part of the UK. Publicly owned but entirely commercial and self-sufficient, our public-service remit mandates us to take risks and offer alternative programming, commissioning all of our programmes externally. We’re a network of 12 television channels plus a streaming platform, All 4. We have the youngest-skewing PSB channel in the UK – and we reach more 16-34-year-olds than any other commercial broadcaster across TV and streaming. Through Film4, we back creative excellence and invest in British filmmakers, to huge critical acclaim – Film4 films have produced 138 Oscar nominations and 35 wins in our 38-year history. We bring to life new creative ideas and, in the process, create thousands of jobs and support hundreds of independent production companies across the UK. Channel 4 is built on strong foundations. Since we were created in 1982, we have been at the centre of national conversations and have been instrumental in creating a truly world-beating production sector. Channel 4's new Future4 strategy builds upon our strong track record of digital innovation and will accelerate Channel 4’s pivot to digital by driving both online viewing and new revenues. It’s an ambitious and comprehensive plan to transform Channel 4 into a digital PSB that retains its distinctive brand and public service impact.