Audience Growth & Strategy Director

Job Reference: 20757

Band: F

Bonus: 25%

Salary: £86,900 to £100,333 + 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

ABOUT BBC STUDIOS

BBC Studios is a world-renowned content studio and channels & streaming business, powered by British creativity, with a reach that touches audiences in every corner of the globe.

We work with outstanding creative talent who are responsible for platform-defining shows from Strictly Come Dancing to Bluey, Prehistoric Planet to Planet Earth III.

The range and quality of our content is unsurpassed, creating critical and commercial successes and global phenomena.

From BAFTAs to RTS Awards, BBC Studios is Britain’s most awarded production company and the only producer with three of the top ten shows on IMDB; we’re the home of bbc.com, the widest-read English language news website in the world; and the UK’s largest distributor of British content.

ABOUT DIVISION

About Brands and Licensing

The BBC Studios Brands & Licensing division is the driving force in extending BBC Studios IP through innovative brand extensions, fostering deep fan engagement worldwide.
Partnering our iconic brands - including Doctor Who and Bluey - with the world’s biggest brands, promoters, and publishers, ignites the imagination of fans and creates memorable brand-fame moments.
Our diverse portfolio spans consumer products, live entertainment, gaming, and publishing, while BBC Studios Social drives digital presence with over 6.5 billion social video views in 2023, offering advertising and branded content opportunities.
Supported by award-winning teams, we focus on finding visionary opportunities to enhance global brand impact and digital growth.

Through BBC Studios Brands & Licensing, global audiences have collectively spent a monthly average of:
-4.75m hours listening to our music
-1.5m hours reading our books and magazines
-29.3m hours playing with our toys and figures
-Over 48.8m hours engaging with our social media (Bluey hit over 2 billion global views across BBC Studios social portfolio last year, reaching every age, not just pre-school)

-And have spent over 2.5m hours attending BBC Studios Live Events in 2023.

About Digital Brands

BBC Studios Digital Brands is a creative powerhouse of world class content. Built on everything that makes the BBC brilliant, BBC Studios curates, commissions and creates world class digital content that drives dedicated fandoms across the globe.

With trusted brands such as Bluey, BBC Earth, Top Gear and Doctor Who, the business is driving forward with a new era of unskippable content. Powered by over 90 channels across major social platforms, BBC Studios Digital Brands combines global reach with the trust and consistency of BBC brands.

In 2024, global audiences spent over 48.8 million hours engaging with with our social media, websites, podcasts and newsletters. Our devoted fandoms and incredible creators provide compelling audience-first opportunities for advertisers to create meaningful connections through unparalleled audience understanding.

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.

WHAT DOES IT TAKE?

Key Criteria

• Ability to apply industry knowledge, market awareness, audience research and analytical insights to develop a robust audience growth strategy
• Great communication skills with evidence this person is able to build relationships with stakeholders to bring them on the journey to deliver on time and on budget
• Experience building the customer journey across multiple digital touchpoints be it social, newsletters, podcasts, branded websites
• Experience building CRM strategies with automated customer journeys
• Ideally have experience developing and implementing ecommerce offerings that act to convert digital audiences to paying customers
• Experience managing commercial and contractual relationships with third party suppliers and partners.

NEXT STEPS

We appreciate your interest in this position and understand how important this opportunity is to you. Due to the high volume of interest we may need to close the application period earlier than anticipated. This step is necessary to ensure we can provide a high level of attention and service to all applicants. Thank you for your understanding.

#BBCSTUDIOS

Disclaimer

This 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.

Please note: If you were to be offered this role, the BBC will conduct Employment screening checks which include Reference checks; Eligibility to work checks; and if applicable to the role, Safeguarding and Adverse media/Social media checks. Any offer made is conditional on these checks being satisfactory.

Redeployment

The BBC is committed to redeploying employees seeking suitable alternative employment within the BBC 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.