Audience Growth & Strategy Director

at  BBC

Creative & Digital
Permanent - Full Time
London, GB, W12 7FA
BBC Studios Distribution
Job Closing Date: 04/02/2025

PACKAGE DESCRIPTION

Job Reference: 20757
Band: F
Bonus: 25%
Salary: £90,000- £104,000 + London Weighting (£5,319) depending on relevant skills, knowledge and experience. The expected salary range for this role reflects internal benchmarking and external market insights.
Location: Office Base is London: This is a hybrid role and the successful candidate will balance office working with home working

DISCLAIMER

This job description is a written statement of the essential characteristics of the job, with its principal accountabilities, incorporating a note of the skills, knowledge and experience required for a satisfactory level of performance. This is not intended to be a complete, detailed account of all aspects of the duties involved.

THE ROLE

The Audience Growth & Strategy Director is responsible for driving audience growth across all platforms and channels with the ultimate aim of sustaining an engaged community of fans across our portfolio of IP and brands.This is an important role that sits at the intersection between the content teams and the commercial and operations teams.This person is managing a team responsible for creating a distribution strategy across all platforms including social media, branded websites, podcasts and newsletters and leverage data to connect these disparate channels to build a connected view on the customer journey from discovery through to subscription/membership/consumer revenues. This person will own the relationship with our third party e-commerce agency and be responsible for management and development of our online stores. They must ensure the customer journey is effectively linked to our e-commerce platform. This person will be adept at using data and analytics to understand how audiences engage with content and in turn can make informed decisions around social video distribution strategies, branded website design and functionality, search engines optimization, CRM strategies across owned and paid channels to drive customer acquisition.

• Audience growth strategies: Lead the development and implementation of strategies to grow an audience, using analytics and audience data to understand how audiences engage with content
• Content strategy: Work with editorial and content teams to build and implement content strategies that are informed by our understating of the wider audience
• Distribution strategy: Work with the commercial platforms teams to define a clear distribution strategy that is linked to the overall content strategy
• CRM: Lead the process of building customer segmentation strategies based on first party data to deliver personalised messaging that has maximum impact
• Cross functional collaboration: Be the conduit between CRM, web, and analytics teams to optimize fan journeys, SEO strategies, and data collection for enhanced audience engagement
• SEO: Take accountability for website search engine performance (SEO), ensuring that the site ranks high in relevant searches and attracts more visitors
• Measurement and testing: Define the measurement and testing strategies in collaboration with the insights and data team to optimise the customer journey with a keen focus on tracking and measuring key KPI’s incl. LTV, AOV, CAC, ROI.
• Reporting: Set up regular reporting processes to provide clear guidance on campaign effectiveness, return on investment and performance against KPIs including audience target numbers
• E-Commerce: Build the capabilities for direct-to-consumer e-commerce and develop the consumer experience across the websites
• Inventory management: Work closely with merchandising teams to ensure we are taking products to market that are informed by our understanding of our customer
• base and wider audience.
• Digital Marketing: Collaborate with third-party agencies and internal marketing teams to execute paid digital marketing strategies across SEO, paid social and email
• marketing to grow online presence, acquire new customers and drive sales.
• Planning and Delivery: Work closely with the Digital planning director to activate these plans across the portfolio
• Product Strategy: Establish and develop product strategy for a portfolio of related products based on the strategic vision for the division and wider BBC objectives.
• Vendor Management: Own contracts with vendors, negotiate and influence to hold them accountable to the terms of the agreement.