Audience Activation Executive in Leeds

The Streaming department is responsible for the strategy, development, and operation of our digital streaming platform, delivering high‑quality on‑demand content to audiences across multiple devices and markets. The team drives innovation in user experience, content delivery, and platform technology, ensuring our streaming service remains competitive and aligned with evolving consumer expectations. Working cross‑functionally with Technology, Marketing, Content and Editorial, Commercial and Insights, the department enables the business to reach new audiences and maximise engagement in a rapidly changing media landscape as part of our Fast Forward strategy.

This role builds and delivers engagement and retention campaigns and activities that form part of our audience activation plan to drive in‑year Streaming and C4+ growth. It is a data‑led role focused on driving a continuous cycle of test, learn and optimisation of these communications activities to ensure maximum business value. Communication channels include email, push, in‑app messages and app‑store activation. Reporting into the Audience Activation Lead, the role helps drive the shift to increased automation, advanced audience targeting and more effective personalisation across the audience activation plan. The role builds campaigns in our customer engagement platform (currently Braze), creates and presents detailed weekly performance reporting, and identifies opportunities for optimisation over the short and medium term. The role requires subject‑matter expertise in audience cohorts and an understanding of how communication activity drives increased engagement, retention and monetisation.

Key Responsibilities

• Produce weekly and monthly performance reporting to outline communications performance against engagement, retention and monetisation KPIs, presenting a clear narrative that builds over the year.
• Build CRM communications within Braze, ensuring pre‑deployment checks are carried out in accordance with QA processes.
• Work closely with the Audience Growth Operations Manager to build complex automated communication workflows with dynamic personalisation, ensuring correct triggers and audience targeting.
• Coordinate other retention and engagement communications outside Braze, including app‑store activations and Coming Soon workflows.
• Write copy and brief image requirements for activity, producing and testing multiple variations weekly.
• Be an expert in Braze and understand other tools such as the recommendation engine and audience management tool.
• Understand the audience activation strategy and priority audience segments to spot trends and opportunities within data.
• Provide regular competitor reports to benchmark communications and source new ideas.

Key Stakeholders

• Audience Growth & Optimisation Team
• Channel 4+ Team
• Growth Squad
• Customer Engagement Platform supplier
• Analytics Performance Management

Capabilities

• Strategic planning and delivery – Leads strategically, translating organisational goals into clear priorities, plans and measurable outcomes.
• Performance and commercial acumen – Demonstrates strong commercial awareness and delivers sustainable performance.
• Viewer and customer centric mindset – Places audiences, customers, and partners at the heart of decision making.
• Data‑led and analytical decision making – Uses data, insight and evidence to drive decisions, evaluate impact and improve outcomes.
• Cross‑functional collaboration and agile leadership – Leads collaboratively across boundaries, fostering agility, experimentation and shared ownership.
• Market awareness and innovation – Scans the external environment to anticipate change, identify opportunities and drive innovation.

Behaviours

• Growth mindset (Grow) – Seeks challenge with curiosity and a desire to learn, grow and continually improve.
• Accountability (Get stuff done) – Delivers results and takes responsibility for outcomes.
• Collaboration (Include) – Uses empathy and encourages co‑creation and inclusive partnerships.
• Transformation (Innovate) – Embraces and drives change with resilience and tenacity.

Essential Experience & Skills

• Building and deploying CRM activity, ideally using Braze, including QA processes and pre‑deployment checks.
• Creating and presenting detailed weekly performance reports for retention, engagement and monetisation communications against KPIs.
• Experience running multi‑variant testing plans; map hypotheses, interpret results and plan future tests.
• Experience with audience segmentation and deep understanding of audiences through performance data and research.
• Advanced Excel skills and data manipulation techniques to tell compelling data stories.
• Knowledge of data protection and permission‑based marketing.
• Excellent communication skills with strong attention to detail.
• Curious and enjoys exploring new ideas and possibilities.
• Strong organisational and self‑motivation; able to manage diverse workload.
• Passion for the C4 remit and content.

Desirable Experience & Skills

• Experience in creative industries with a blend of creative thinking and analytical skill.

Salary

Basic salary per annum starting from a competitive range.

Benefits

• Private medical insurance
• Free Virtual GP access for employees
• Free female health hormone test each year
• Free Tastecard membership
• Access to financial wellbeing resources
• Discounted gym memberships
• Pension
• Life assurance
• Income protection
• Holiday purchase

Hybrid Working

From September 2023, Channel 4 operates a 60/40 working pattern, equating to three office days per week. Employees choose where to spend the remaining days, with all offices open five days a week.

Equal Opportunities

Channel 4’s purpose is to create change through entertainment by representing unheard voices, challenging with purpose and delivering content that reflects the diversity of different communities across the UK. We encourage applications from candidates from all backgrounds and do not discriminate based on disability, age, gender reassignment, gender expression, criminal history, length of unemployment, marital status, national origin, pregnancy and maternity status, race, religion or belief, sex, or sexual orientation. Channel 4 is a member of the Business Disability Forum and maintains a Level 3 Disability Confident scheme. We welcome applications from individuals with a neurodiverse condition, impairment or long‑term condition who meet the essential criteria.