Audience Activation Lead 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 is at the forefront of digital transformation enabling the business to reach new audiences and maximise engagement in a rapidly changing media landscape as part of our Fast Forward strategy.

The Audience Activation Lead is responsible for the planning and delivery of our campaigns and activity which form part of our audience activation plan to drive in year Streaming and C4+ growth. Principally responsible for the strategy and delivery of comms across email, push notification, in app messaging, app stores and SEO, they are both data led and creative, ensuring that all activity is effective at driving associated KPIs, as well as embodying the C4 brand.

They will be an expert in direct customer engagement tools and tactics with a good technical understanding of data, digital marketing and marketing automation. They will work closely with the Audience Growth Operations Manager to build targeted and effective activity, as well as being the CRM and SEO expert within the Growth Squad, bringing new ideas and opportunities to drive in year performance. They will manage a team that delivers activity, as well as being hands on with campaign builds, ensuring a high-quality output through rigorous QA and testing processes. They will own the reporting of the effectiveness of these activities, as well as the ongoing optimisation roadmap to ensure we are constantly improving the effectiveness of our activity.

KEY RESPONSIBILITIES

• Overall responsibility and ownership for the delivery of the audience activation strategy for Streaming and C4+ across all relevant touchpoints including CRM (email, push notifications, in app messaging), app stores and SEO.
• Responsible for defining the reporting requirements for all CRM and SEO related activity and the impact it has on business performance and KPIs, as well as its ROI.
• Regularly reporting back to the business on impact and effectiveness.
• Responsible for the ongoing optimisation of CRM and SEO activities to ensure individual campaigns are performing well and achieving their set metrics. Regularly sharing learnings with the Growth Squad and wider business.
• Plays an active role in the Growth Squad, bringing CRM, SEO and data expertise to help inform how we engage and retain our audiences more effectively.
• Manages a team to deliver all required campaign activity with robust and efficient processes and water‑tight QA processes, which ensure a high‑quality output.
• Works closely with the Audience Growth Operations Manager to drive increased personalisation and automation of audience campaigns through our customer engagement platform (currently Braze).
• Works closely with the Channel 4+ team to drive the effectiveness of the CRM activity that drives both acquisition and retention of the Channel 4+ audience, becoming a key member of the Channel 4+ squad.
• Works closely with the Marketing teams to ensure we launch new shows to relevant audiences with impact, aligning with Marketing campaigns and messaging.
• Builds strong relationship with our customer engagement platform (Braze) ensuring we are utilising its tooling effectively and constantly seeking to improve ways of working and drive efficiencies.

KEY STAKEHOLDERS

• Audience Growth & Optimisation Team
• Channel 4+ Team
• Growth Squad
• Marketing
• Editorial
• Customer Engagement Platform supplier
• Analytics

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 accountability for delivering sustainable performance.
• Viewer and customer centric mindset – Places audiences, customers, and partners at the heart of decision making and solution design.
• 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 a curious mindset and a strong 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 partnership, to get to better outcomes.
• Transformation (Innovate) – Embraces and proactively drives change, with resilience and tenacity.

ESSENTIAL EXPERIENCE & SKILLS

• Proven track‑record of managing an extensive CRM programme across a large‑scale customer database.
• Experience of supporting the development of a CRM strategy and the supporting activity plans to operationalise the strategy.
• Previous experience of using CRM tools to build campaigns across multiple channels, managing the customer lifecycle and a sound understanding of the deployment/QA process.
• Experience of managing people, ensuring motivation and clarity of roles, as well as overall professional development.
• Has run a multivariate testing roadmap previously, can plan test hypotheses, interpret results and communicate the impact of those clearly.
• A strong knowledge of data protection and permission‑based marketing.
• Is obsessive about data and using it to provide compelling evidence of what activity should be run and how it can be optimised to deliver against business and customer outcomes.
• Consistently displays excellent communication skills, with great attention to detail.
• Naturally curious and enjoys exploring new ideas and possibilities.
• Likes getting stuck into a problem and coming up with solutions.
• Highly organised, self‑motivated and able to manage a diverse workload.
• Is passionate about the C4 remit and content.

DESIRABLE EXPERIENCE & SKILLS

• Experience of building and deploying campaign activity through Braze.
• Has worked in creative industries, able to think creatively as well as analytically.

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

EEO STATEMENT

Equal Opportunities Channel 4’s purpose is to create change through entertainment; by representing unheard voices, challenging with purpose and delivering content which reflects the diversity of different communities across the UK. We are only able to deliver on this remit by having a workforce rich in diversity of thought, background and lived experience. As an employer we encourage applications from candidates from all backgrounds and do not discriminate based on disability, age, gender reassignment, gender expression, criminal history, length of time spent unemployed, marriage or civil partnership status, national origin, pregnancy and maternity status, race, religion or belief, sex, and sexual orientation.

Disability Confident Scheme: Channel 4 is a member of the Business Disability Forum (BDF) and has also maintained the highest level of the Department of Work and Pension's Disability Confident scheme – Level 3: Leader. Under the Disability Confident Scheme, we aim to offer an interview to all candidates who have a neurodiverse condition, impairment or long‑term condition and who meet the essential criteria for an advertised job. If you wish your application to be considered under the Disability Confident Scheme, please select yes when completing the application questions. For more information, please visit the Disability Confident Campaign website.

Care Leaver Friendly Employer: Channel 4 is a Care Leaver Friendly Employer. By signing the Care Leaver Friendly Employer Charter and adopting its principles, we are supporting an immensely talented yet often under‑served and under‑represented community of young people/ adults. We commit to offering an interview (and constructive feedback) to applicants who identify as care experienced and meet the essential criteria for the role as outlined on the job description. Applicants should indicate if they wish to apply under our Care Leaver Scheme by selecting the option on the application form.

Workplace Adjustments: We are committed to providing disabled applicants a level playing field when applying for a job and support whilst employed to perform to the best of their ability and develop their careers. If you have a neurodiverse condition, impairment or long‑term condition and require any adjustments, additional support or alternative arrangements during the recruitment and wish to discuss this confidentially, please let us know via the following e‑mail.