Audience Activation Lead

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.

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

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 its impact on business performance, KPIs and ROI.
• Regularly report back to the business on impact and effectiveness.
• Responsible for the ongoing optimisation of CRM and SEO activities to ensure individual campaigns perform well and achieve set metrics.
• Share learnings with the Growth Squad and wider business.
• Manage a team to deliver all required campaign activity with robust and efficient processes and stringent QA to ensure high quality output.
• Work closely with the Audience Growth Operations Manager to drive increased personalisation and automation of audience campaigns through our customer engagement platform (currently Braze).
• Collaborate with the Channel 4+ team to drive effectiveness of the CRM activity that drives acquisition and retention of the Channel 4+ audience.
• Work with Marketing to ensure we launch new shows to relevant audiences with impact, aligning with marketing campaigns and messaging.
• Build a strong relationship with our customer engagement platform (Braze) to utilise its tooling effectively and continually improve working practices.

Key Stakeholders:

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

Essential Experience & Skills:

• Proven track‑record of managing an extensive CRM programme across a large‑scale customer database.
• Experience 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 managing people, ensuring motivation and clarity of roles, as well as overall professional development.
• Has run a multi‑variant testing roadmap previously, can plan test hypotheses, interpret results and communicate impact clearly.
• Strong knowledge of data protection and permission‑based marketing.
• 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.
• Natural curiosity and enjoys exploring new ideas and possibilities.
• Enjoys getting stuck into a problem and coming up with solutions.
• Highly organised, self‑motivated and able to manage a diverse workload.
• Passionate about the C4 remit and content.

Desirable Experience & Skills:

• Experience building and deploying campaign activity through Braze.
• 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

Hybrid Working: From September 2023, C4 has operated a 60/40 working pattern, equating to three office days per 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.