Head of Audience & Membership Growth

Job Title: Head of Audience & Membership GrowthReports to: Product & Growth DirectorDepartment: Streaming Product and GrowthLocation: LondonStatus: PermanentJob Grade: L1DEPARTMENT DESCRIPTIONThe 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.JOB PURPOSEThe Head of Audience & Membership Growth will lead the strategy and execution of Streaming audience growth, engagement, and retention initiatives across Channel 4’s streaming platforms. The role will be responsible for defining and delivering audience segmentation, personalisation, and growth strategies that maximise long-term viewer value and support the Channel 4’s streaming ambitions.This role will also own and lead the strategic vision, proposition design, and commercial performance of C4+, working cross-functionally to drive membership growth, long-term engagement, loyalty and sustainable value.KEY RESPONSIBILITIESAudience segmentation and personalisation Own Channel 4’s streaming audience strategy, including segmentation and activation plan, ensuring alignment with the overarching C4 Audience Strategy. Shape the personalisation strategy to create a connected approach to personalisation across content recommendations, personalised user journeys and growth initiatives that increase engagement, retention and LTV. C4+ strategy and proposition Own the strategic vision for C4+, including proposition design, pricing and promotion, market positioning, target audience definition and cross-functional growth strategy. KPI framework development & measurement Work with Data, MarTech and Performance teams to develop and maintain a unified KPI and measurement framework for streaming and C4+ performance. Track effectiveness by linking end-to-end viewer touchpoints and actions, to measurable audience engagement, retention and commercial impact. End-to-end audience management Champion a connected, end-to-end approach to audience management. Work with Data and MarTech teams to create a single customer view, and with Experience Design teams to create seamless and connected viewer experiences. Adopt and embed a test and learn culture, executing and scaling experiments to support performance improvement. Commercial growth and performance Own C4+ commercial performance, including membership modelling, pricing, billing processes, retention strategy and initiatives to minimise churn, grow LTV and deliversustainable profitable growth.Lead the coordination and alignment of streaming growth activity, to ensure delivery of the streaming plan and KPIs, maximising near- and long-term streaming audience and sustainable revenue growth. Cross-functional collaboration Lead collaboration across Marketing, Distribution, Content, Editorial, Product, Technology, Commercial and Insights to ensure activity is audience-led, connected and focused on common streaming success metrics to deliver the streaming and C4+ plans, while supporting wider Channel 4 objectives. Team leadership and development Lead, coach and develop a high-performing team, fostering a strategic, data-driven and commercially astute culture focused on delivering measurable growth outcomes. Stakeholder engagement Act as a key contact for senior stakeholders, working closely across Audience & Marketing, providing clear updates on audience and commercial performance against KPIs, and representing audience growth priorities internally and externally.KEY STAKEHOLDERSStreaming DirectorProduct & Growth DirectorMarketingExperience DesignContent & Editorial teamsDistributionAudience InsightsChief Commercial OfficerCFO and Finance teamsC4+ dedicated roles (within and outside of the team)Performance ManagerRights management teamsESSENTIAL EXPERIENCE & SKILLSProven leadership experience in audience growth, digital marketing, CRM, personalisation or D2C subscription leadership within streaming, media, technologyor digital platform environments.Strong understanding of audience segmentation, targeting, positioning and lifecycle management, with the ability to translate audience insight into content, marketing and product strategies.Track record of developing and delivering data-led acquisition, engagement, retention and churn-reduction strategies that improve LTV, loyalty and sustainablegrowth.Experience shaping customer or membership propositions, including proposition design, audience definition, pricing, packaging, membership modelling andcommercial performance optimisation.Strong commercial acumen, with experience linking audience initiatives to revenue, profitability, viewer value and broader business performance outcomes.Experience developing KPI frameworks, measurement approaches and test-and-learn programmes that connect viewer touchpoints to measurable audience andcommercial impact.Proven ability to lead cross-functional initiatives and teams across Product, Technology, Marketing, Content, Editorial, Commercial and Insights teams, aligningstakeholders behind shared growth objectives.Excellent communication, influencing and stakeholder management skills, with the confidence to engage senior and Executive-level audiences and represent audiencegrowth priorities clearly.Experience leading, coaching and developing teams, creating a strategic, data-driven and commercially focused culture that delivers growth outcomes.DESIRABLE EXPERIENCE & SKILLSExperience in a leadership role within a major streaming service or digital media company, with knowledge of the UK and international media landscape, includingregulatory considerations.Familiarity with Channel 4’s audience, brand, and digital transformation strategy.Experience launching or scaling a subscription-based streaming service.Familiarity with advanced CRM, marketing automation, and data analytics tools.Experience in partnership development and management.Understanding of user experience (UX) and customer journey optimisation in digital products.Experience with agile methodologies and digital transformation projects.KEY COMPETENCIESStrategic Planning & Delivery (innovative)Performance and CommercialViewer Centric MindsetData Analytic ApproachCross-functional Collaboration and Agile LeadershipMarket and innovationBEHAVIOURSGrowth mindset (Grow) – Seeks challenge with a curious mindset and a strong desireto learn, grow and continually improve.Accountability (Get stuff done) - Delivers results and takes responsibility foroutcomes.Collaboration (Include) – Uses empathy and encourages co-creation and inclusivepartnerships, to get to better outcomes.Transformation (Innovate) - Embraces and proactively drives change, with resilienceand tenacity.