Marketing Director, Content and Radio & Education
At almost 100 years old the BBC continues to deliver on its mission to inform, educate and entertain. The industry is at a time of significant disruption with digital platforms driving new audience behaviours and so to deliver the mission the BBC is in the process of ‘reinventing for a new generation’. The Annual Plan for 2019/20 highlighted four core priorities: creativity; growing BBC iPlayer and BBC Sounds; trust and impartiality in news; and making the BBC the best place to work.
Key to delivering the mission and priorities is the Marketing function whose role is to drive audience perception and consumption of the BBC to ‘ensure we are more loved and chosen more often by the people we are here to serve’. The Marketing function is organised across 3 divisions ‘Content’, ‘Radio & Education’ and ‘News’ and we are currently seeking a Marketing Director to lead across the first two divisions – Content and Radio & Education. Together these divisions account for more than 90% of the BBC’s Marketing investment and as such this is the key Marketing leadership role in the BBC. It’s one of the most interesting, exciting and challenging roles in UK Marketing and with purpose, not profit, at its heart.
The Content division has had an outstanding year with a string of hit programmes picking up more than 180 awards. Despite a challenging and competitive market, 91% of the UK adult population use BBC services at least once a week, and programmes such as Bodyguard and Killing Eve have won significant audience and critical acclaim, including from younger viewers. Similarly Radio & Education has enjoyed an exciting year with the launch of BBC Sounds, offering over 80,000 hours of unmissable music, radio and podcasts; and more importantly an accessible and intuitive platform for new content.
The Marketing Director, Content and Radio & Education will report to the Chief Customer Officer who sits on the BBC’s Executive Committee and manage a team of circa 80 and multi million pound marketing budget. They will work closely with two other Executive Committee Members – Director of Content and Director of Radio & Education and will be accountable for creating and delivering the BBCs marketing strategy and annual plan.
To achieve this they will be responsible for –
Working with the Chief Customer officer and their peers to create a Brand and Marketing strategy that delivers on the BBC’s and divisional objectives.
Creating and delivering an audience led marketing strategy and annual plan for these two key divisions.
Leading the Campaign planning process and campaign delivery working closely with BBC Media and BBC Creative ensuring we deliver outstanding creativity and effectiveness.
Using audience data driven insight to define the customer journey and develop the most effective and efficient marketing plan to drive perception, consumption and habitual usage of the BBC’s portfolio – maximizing the BBC’s multiplatform strategy across broadcast and digital services and unlocking the power of the >43m ‘BBC accounts’.
Inspiring, leading, and developing a significant team of marketing professionals including leadership of marketing capability building across the BBC.
Managing and optimising significant marketing investment across owned and paid media.
Are you the right candidate?
To succeed in this role the right candidate will be experienced at -
Creating and leading marketing teams with a track record of developing creatively outstanding and effective campaigns for high profile brands.
Delivering a marketing strategy and plan that engages and drives new audiences but also optimizes loyalty and retention. You are likely to have experience of brand building and performance marketing.
Creating actionable audience insight and have a experience of unlocking the power of audience data to drive action.
Measuring marketing effectiveness and ROI.
Building excellent relationships, able to influence and gain buy in from colleagues at all levels. With proven track record of Influencing and building excellent working relationships at a board level.
Band: Senior Leadership
Contract type: Permanent
We’re happy to discuss flexible working. Please indicate your choice under the flexible working question in the application. There is no obligation to raise this at the application stage but if you wish to do so, you are welcome to. Flexible working will be part of the discussion at offer stage.
- Excellent career progression – the BBC offers great opportunities for employees to seek new challenges and work in different areas of the organisation.
- Unrivalled training and development opportunities – our in-house Academy hosts a wide range of internal and external courses and certification.
- Benefits- We offer a competitive salary package, a flexible 35-hour working week for work-life balance and 26 days holiday with the option to buy an extra 5 days, a defined pension scheme and discounted dental, health care, gym and much more.
About the BBC
We don’t focus simply on what we do – we also care how we do it. Our values and the way we behave are important to us. Please make sure you’ve read about our values and behaviours in the document attached below.
Diversity matters at the BBC. We have a working environment where we value and respect every individual's unique contribution, enabling all of our employees to thrive and achieve their full potential.
We want to attract the broadest range of talented people to be part of the BBC – whether that’s to contribute to our programming or our wide range of non-production roles. The more diverse our workforce, the better able we are to respond to and reflect our audiences in all their diversity.
We are committed to equality of opportunity and welcome applications from individuals, regardless of age, gender, ethnicity, disability, sexuality, social background, religion and/or belief. We will consider flexible working requests for all roles, unless operational requirements prevent otherwise.
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