At a Glance
- Tasks: Lead audience growth strategies and enhance viewer engagement for Channel 4's streaming platforms.
- Company: Join a dynamic team at Channel 4, a leader in digital streaming innovation.
- Benefits: Competitive salary, flexible working, and opportunities for professional development.
- Other info: Collaborative environment with a focus on innovation and career advancement.
- Why this job: Make a real impact on audience engagement and shape the future of streaming.
- Qualifications: Proven leadership in audience growth and digital marketing within media or tech.
The predicted salary is between 51750 - 63250 £ per year.
Job Title
Head of Audience & Membership Growth
Reports to
Product & Growth Director
Department
Streaming Product and Growth
Location
London
Status
Permanent
Job Grade
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 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 PURPOSE
The 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 RESPONSIBILITIES
- Audience 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, Mar Tech 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 Mar Tech 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 deliver
- sustainable 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 STAKEHOLDERS
- Streaming Director
- Product & Growth Director
- Marketing
- Experience Design
- Content & Editorial teams
- Distribution
- Audience Insights
- Chief Commercial Officer
- CFO and Finance teams
- C4+ dedicated roles (within and outside of the team)
- Performance Manager
- Rights management teams
ESSENTIAL EXPERIENCE & SKILLS
- Proven leadership experience in audience growth, digital marketing, CRM, personalisation or D2C subscription leadership within streaming, media, technology
- or 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 sustainable
- growth.
- Experience shaping customer or membership propositions, including proposition design, audience definition, pricing, packaging, membership modelling and
- commercial 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 and
- commercial impact.
- Proven ability to lead cross-functional initiatives and teams across Product, Technology, Marketing, Content, Editorial, Commercial and Insights teams, aligning
- stakeholders behind shared growth objectives.
- Excellent communication, influencing and stakeholder management skills, with the confidence to engage senior and Executive-level audiences and represent audience
- growth priorities clearly.
- Experience leading, coaching and developing teams, creating a strategic, data-driven and commercially focused culture that delivers growth outcomes.
DESIRABLE EXPERIENCE & SKILLS
- Experience in a leadership role within a major streaming service or digital media company, with knowledge of the UK and international media landscape, including
- regulatory 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 COMPETENCIES
- Strategic Planning & Delivery (innovative)
- Performance and Commercial
- Viewer Centric Mindset
- Data Analytic Approach
- Cross-functional Collaboration and Agile Leadership
- Market and 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.
Head of Audience & Membership Growth in London employer: Channel 4
Channel 4 is an excellent employer that fosters a dynamic and innovative work culture, where creativity and collaboration thrive. As a Web Analytics Implementation Specialist, you will have access to comprehensive employee growth opportunities, including training in the latest analytics tools and methodologies. Located in a vibrant city, the company offers unique advantages such as flexible working arrangements and a commitment to diversity and inclusion, making it a rewarding place to build your career.
StudySmarter Expert Advice🤫
We think this is how you could land Head of Audience & Membership Growth in London
✨Show Your Creative Side
In marketing communications, standing out is key. Get creative with your application! Consider designing a mini-campaign or pitch that highlights your skills and understanding of the brand. Tailor it for Channel 4 and show them what you can bring to the table.
✨Engage in Marketing Communities
Get involved in local or online marketing communications groups. Check out platforms like Meetup for events and workshops. Networking here can lead to hidden job openings and valuable insights into the industry trends—this is where we often discover what companies like Channel 4 are looking for.
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Use platforms like LinkedIn and Twitter to showcase your passion for marketing communications. Share insights, articles, and your own content that resonates with the industry. Tagging or interacting with Channel 4 on these platforms can catch the eye of recruiters and show you're genuinely interested in them.
✨Attend Industry Events
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We think you need these skills to ace Head of Audience & Membership Growth in London
Some tips for your application 🫡
Craft an Impactful Cover Letter:Your cover letter is your chance to shine! Focus on your passion for marketing communications and how your previous experiences can benefit Channel 4. Make sure to mention specific campaigns or projects you’ve worked on that showcase your creativity and strategic thinking.
Showcase Your Writing Skills:As you're diving into a marketing communications role, your writing ability is crucial. Include samples of your work, like blog posts, press releases, or social media campaigns in your application. This lets us see your style and how you engage with different audiences.
Tailor Your CV to Marketing:Your CV should highlight relevant marketing skills and experiences! Include specific tools or platforms you’ve used, like Google Analytics or social media management software. Mention any certifications or workshops related to marketing that you've completed – they can give you an edge!
Demonstrate Your Understanding of Channel 4:Show us that you’ve done your homework! In your application, briefly mention what you admire about Channel 4’s marketing approach or any recent campaigns that caught your attention. This can reveal your enthusiasm for the role and your genuine interest in joining our team!
How to prepare for a job interview at Channel 4
✨Showcase Your Creative Campaigns
Get ready to flaunt your portfolio! Include examples of previous marketing campaigns you've worked on, especially those that showcase your creativity and strategy. Recruiters at Channel 4 will be keen to see how you conceptualise and execute campaigns, so highlight any measurable outcomes to back up your claims.
✨Know Your Digital Tools Inside Out
If you’re heading into a marketing-communications role, make sure you're comfortable discussing key digital marketing tools like Google Analytics, HubSpot, or Hootsuite. Expect some technical questions about how you've used these tools in the past, as they'll want to gauge your hands-on experience and how you analyse data to drive marketing decisions.
✨Be Ready for Scenario-Based Questions
At Channel 4, they may throw some scenario-based questions your way, aimed at testing your problem-solving skills in real-life marketing situations. Think through potential challenges you’ve faced, how you navigated them, and be prepared to discuss your thought process and outcome.
✨Demonstrate Your Passion for Marketing
As you’re applying for a full-time position, show that you're not just looking for a job, but a career in marketing. Talk about the latest trends in marketing communications, your favourite campaigns, and why they inspire you. Your enthusiasm can really make you stand out and demonstrate that you’re committed to growing within the field.
