CRM Executive, Music & Radio
The Direct Audience Engagement Team (DAE) is currently exploring opportunities for the BBC to personalise its direct marketing activities and deepen longer-term engagement with known individuals.
Our commitment is to drive audience engagement by suggesting more of the type of programmes and content they love and broadening their content discovery. Our goal is to ensure that our communications provide value and feel relevant to them as an individual, and to this we are creating a new team with customer relations at it's heart as per our public commitment to our audiences.
We have access to an enviable selection of data segmentations enabling us to tailor direct marketing campaigns based on interactions across multiple BBC websites and apps. We know what types of content individuals watch, listen and read, and how often. We also have a lot of brilliant content.
We are looking for a CRM Executive with demonstrable experience in email marketing and database targeting to specifically manage and evolve the BBC's personalised email newsletter service and 1st party paid social for Music & Radio audiences. The job requires immersion into the world of BBC Music (the over-arching brand for all music and non-speech radio in the BBC) and liaising with multiple internal stakeholders across several teams to ensure that BBC Music's huge remit is reflected in the BBC’s direct marketing activities to the right audiences, in the right way. BBC Music is multi-dimensional and multi–platform - from TV programming such as Later with Jools Holland and BBC Four long form documentaries, to covering huge events such as Glastonbury, Radio 1’s Big Weekender and BBC Proms and of course, our six radio brands; Radio 1 Extra, 6 Music, Radio 3, BBC Asian Network, Radio 1 and Radio 2.
Reporting to the Head of Direct Audience Engagement you will manage the execution and deployment of a portfolio of end-to-end email marketing campaigns.
You will use Salesforce Marketing Cloud to set up and deploy end-to-end newsletter and solus email marketing campaigns, while using diverse data sets and scoring models for list segmentation, audience profiling and contact targeting. You'll research and curate newsletter content from an incredibly wide range of BBC products, brands and experiences. You will write copy and choose images. You will analyse campaigns, produce campaign performance reports and make recommendations for continuous improvement.
This role will define contact strategies and execute respective customer journey and contact plans (e.g. welcome, retention, discovery, winback) using behavioural and usage data. You will brief suppliers and creative design agencies and work with them to scope, plan and manage the execution and creative design of campaigns and will implement test and learn approaches to inform the development of the long term direct audience engagement strategy and capabilities.
The Ideal Candidate
You really love all things data, feel comfortable mixing and matching targeting groups and you put insight at the heart of your campaign management. You're a collaborative worker who thrives working in an incredibly busy team and managing multiple stakeholders within a complex, matrix environment.
You must have experience in the use of sophisticated email marketing solutions with practical working knowledge of automation, dynamic publishing, journey building, triggers, sequencing and a/b testing. You will have a good knowledge of data and databases.
The key to this role is having demonstrable experience of operational delivery and tactical ownership of end-to-end email campaign management from planning, list selection, segmentation, customer profiling, targeting, email build and deployment through to campaign analysis and performance reporting.
You will have strong creative skills and ability to manage the creative development process with external design agencies whilst balancing creative aspirations with efficient use of limited resources and budgets. It is essential that you can write clear and engaging copy for email. You will also possess at least basic HTML coding skills and some Photoshop experience would be ideal.
9 month attachment/ fixed term contract
Please note: Our Job Descriptions are generic in line with our Careerpath Framework exercise, and therefore our job descriptions are generic. For role specific accountabilities please see Appendix 1 on the below job description. The job title underneath our CPF structure will be Marketing Executive.
About the Company
We don’t focus simply on what we do – we also care how we do it. Our values and the way we behave are very important to us. Please make sure you’ve read about our values and behaviours in the document attached below. You’ll be asked questions relating to them as part of your application for this role.
The BBC is committed to building a culturally diverse workforce and therefore strongly encourages applications from underrepresented groups. We are committed to equality of opportunity and welcome applications from individuals, regardless of their background.
The BBC is currently implementing a Career Path Framework which will result in employees being aligned to generic job titles and job descriptions. Consequently, successful applicants may be realigned to a slightly different job title shortly after joining the BBC.
The BBC is committed to redeploying employees seeking suitable alternative employment within the BBC for different reasons and they will be given priority consideration ahead of other applicants. Priority consideration means for those employees seeking redeployment their application will be considered alongside anyone else at risk of redundancy, prior to any individuals being considered who are not at risk.