Director, Brand & Content Marketing

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 brings 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, overseeing a culture of creative excellence, curiosity and a sound understanding of best-in-class creativity.
• 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.
• Lead an integrated MarComms planning approach, ensuring 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.
• Lead and develop a high performing team of specialists & generalists, reviewing the role of brand management organisationally, identifying any capability gaps and building specialist strategic and executional muscle fit for the future.
• 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.

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.
• A brand-building expert who has improved the brand equity and experience of famous brands.
• 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, 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.
• 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.

Benefits

• Private medical insurance.
• Free Virtual GP access for employees.
• Free Female Health hormone test each year.
• Free Tastecard membership.
• Financial guidance 1-2-1’s available each quarter.
• 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. Having everyone in the office three days a week gives us more opportunity to build our high performing, inclusive culture; to collaborate and to learn and share with each other, as well as helping to coordinate a regular pattern of home and office working days. Employees then have the flexibility to decide where they spend the rest of the working week. All our offices are 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 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.

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.

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.