Reports to: Audience Activation Lead
Department: Streaming Product & Growth
Location: Leeds (this role requires travel between Leeds & London offices once per fortnight)
Job Grade: P2
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
This role builds and delivers engagement and retention campaigns and activity which form part of our audience activation plan to drive in year Streaming and C4+ growth. This is a data-led role, which will be focused on driving a continuous cycle of test, learn and optimisation of these comms activities to ensure maximum business value. Comms channels include email, push, in app messages and app store activation.
Reporting into the Audience Activation Lead, this role will help drive the shift to increased automation, advanced audience targeting and more effective personalisation across the
audience activation plan. As well as building campaigns in our customer engagement platform (currently Braze), they will create and present detailed weekly performance reporting,
identifying opportunities for optimisation across both the short and medium term.
They will become experts in audience cohorts and the role the comms activity plays in driving increased
engagement, retention and monetisation.
KEY RESPONSIBILITIES
- Produce weekly and monthly performance reporting to outline comms performance against engagement, retention and monetisation KPIs. Presenting a clear and consistent narrative which builds depth over the course of the year.
- Build CRM comms within our customer engagement platform, ensuring pre-deployment checks are carried out in line with QA processes.
- Working closely with the Audience Growth Operations Manager to build complex automated comms workflows with dynamic personalisation, ensuring these are firing using the correct triggers and targeting the correct audience cohorts.
- Coordinate other retention and engagement comms which sits outside of Braze, including app store activations and Coming Soon workflows.
- Write copy and brief image requirements for activity, able to produce and brief multiple versions to MVT test on a weekly basis.
- Be an expert in Braze, our customer engagement platform, as well as having a good understanding of other tools such as our recommendations engine and audience management tool.
- Have a detailed understanding of the audience activation strategy and priority audience segments to ensure they can spot trends and opportunities within the data.
- Provides regular competitor reports to benchmark our comms and look for new ideas and opportunities.
KEY STAKEHOLDERS
- Audience Growth & Optimisation Team
- Channel 4+ Team
- Growth Squad
- Customer Engagement Platform supplier
- 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
- Building and deploying CRM activity, ideally using Braze. Understands QA processes and need for multiple pre-deployment checks to ensure high-quality output.
- Creating and presenting detailed weekly performance reports for retention, engagement and monetisation comms against KPIs.
- Has run multivariant testing plans, can map out hypotheses, interpret results and plan future test iterations.
- Has worked with audience segmentations in the past and built a deep understanding of audiences through performance data and quant and qual research.
- Advanced excel skills and/or data manipulation techniques, able to tell compelling stories using data.
- A good knowledge of data protection and permission-based marketing.
- 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
- Has worked in creative industries, able to think creatively as well as analytically.
