THE OPPORTUNITY Our purpose is to create change through entertainment. This means creating change in the wider world through all of our activities: from TV, to streaming, social media and film – and our day-to-day roles at Channel 4. It’s the impact that we have on the UK. It’s why we exist. It’s why many of us work at Channel 4. Our vision is what each of us is striving to achieve on screen and off screen; in Bristol, Glasgow, Leeds, London, Manchester and across the UK. Our vision is to represent unheard voices, challenge with purpose, and reinvent entertainment. Since Channel 4 was created in 1982, we have been at the centre of national conversations and have been instrumental in creating a truly world-beating production sector and producing award-winning marketing. This is an exciting time to join Channel 4 having recently launched our new business strategy Future4, which builds upon our strong track record for 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 Public Service Broadcaster that retains its distinctive brand and public service impact. With a strong bias towards digital growth, Future4 will ensure that Channel 4 thrives in the digital age and continues to deliver for the creative industries, the economy and the wider public.
The Marketing department consists of five teams – 1. Central Marketing 2. Brand 3. Media & Continuity 4. Pictures 5. Audience Integration & Marketing Operations. We are looking to fill a Marketing Lead role in the Central Marketing team, which will take the lead on all marketing activity for a handful of genres (examples of genres are drama, comedy, factual, entertainment). Recent high-profile marketing campaigns include It’s A Sin, The Great British Bake Off, Married at First Sight and Paralympics.
THE ROLE & RESPONSIBILITIES A Marketing Lead must retain a complete holistic view across a campaign at all times, be able to lead strategy and complex agile planning whilst also being across the details, requirements, deadlines and budgets of all touchpoints so they can continually optimise the activity and make the best informed decisions, especially when under pressure.
A Marketing Lead takes charge and leads all marketing activity for their business areas, from thorough research diagnosis and strategic planning, to brief writing, producing creative assets, building media plans, campaign management and data analysis. They work with the Head of Marketing to develop strategy, write briefs and set budgets, and one or more Marketing Executives to project manage, execute and track effectiveness.
Marketing Leads are the main point of contact with all stakeholders and it is their job to sell in the best ideas and manage the wider approval work-flow process. Marketing Leads are the central cross functional campaign liaison between Commissioning, Channel Management, All4, Viewer Insight, Data Analytics, Marketing Operations, Consumer and Corporate Comms, Media Planning, Continuity, 4Studio, 4creative and our external media agency.
The Marketing Lead is responsible for encouraging a strong culture of collaboration and strategic campaign alignment across all internal and external teams, ensuring we are optimising resource, budgets, inventory and opportunity to create both efficient and effective campaigns. They must set and communicate clear measurable shared objectives that support our Future4 business strategy (audience centric decision making, prioritise digital growth, seek strategic partnerships, diversify new revenue streams). Above all, they must uphold the very high creative standards we have at Channel 4.
Every day in the job is different, but most days involve a mix of these activities:
Work with Viewer Insight to review secondary audience research and cultural analysis, and design research briefs to generate primary research necessary to test hypotheses and develop a stronger understanding of audience segment motivations and barriers to viewing.
Work with internal and external media teams to run competitor analysis.
Responsible for designing the right research plan to ensure every step of the campaign process is supported with audience-centric decision making.
Transform viewer understanding into strategic choices and priorities that support our Future4 business strategy and marketing objectives.
Working with audience segmentation you must make informed decisions on targeting, positioning and viewer journeys that maximise our opportunities, and help us efficiently manage budgets and resources.
Develop clear measurable campaign objectives.
Responsible for writing clear and concise analytical media briefs, and inspiring creative briefs.
Lead briefings, ensuring the communication and delivery is highly engaging and the perfect motivational springboard to develop the strongest creative ideas and most effective media solutions.
Responsible for media and creative budgets across their business areas.
Execute audience-centric innovative and integrated media plans, that help us accelerate digital growth and reach new audiences through influential partnerships for optimal effectiveness.
Work closely with 4creative and a strategy planner in conceptualising powerful and culturally relevant ideas with a strong digital focus. Oversee creative development and produce outstanding cut through creative campaigns.
Align with consumer and corporate comms, All4 and 4Studio to maximise exposure and drive earned media value.
Ensure campaign alignment across all touchpoints, streamline cross-functional feedback and manage a smooth approval process.
Analysis & Measurement:
Work with Marketing Operations and Viewer Insight to confirm benchmarks, forecasting, objectives, measurement and develop a campaign tracking plan.
Manage live campaign optimisation to strengthen efficiency and effectiveness.
Coordinate and lead post campaign analysis, ensuring learnings are shared amongst the full marketing team.
Manage strong relationships with internal & external stakeholders, agencies, showrunners and talent as the key point of contact.
Create cross-departmental teamwork, partnership and collaboration.
Line manage one or more Marketing Executives ensuring clear personal objectives, regular reviews and constant development.