Job Title: Audience Activation Lead (CRM & SEO)
Reports to: Head of Audience Growth & Optimisation
Department: Streaming Product & Growth
Location: Leeds (this role requires travel between Leeds & London offices once per fortnight)
Job Grade: M
DEPARTMENT DESCRIPTION
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 markets.
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 PURPOSE
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), apps 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
- Growth Squad
- Marketing
- Editorial
- 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 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 partnerships, 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 multivariant 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 communications 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.
