THE ROLE
The Growth Marketing & Brand Activation team is responsible for identifying, creating and executing brand-led growth opportunities for the Brands & Licensing division, leveraging BBC Studios’ existing content brands of scale. The Global Marketing Manager will support the Growth Marketing and Brand Activation Director and the VP (job share) to nurture our iconic brands and to maximise revenue opportunities for the B&L division. They will work collaboratively with key stakeholders from across the business. The Global Marketing Manager will focus primarily on identifying and maximising revenue-generating initiatives on brands such as Top Gear, plus support on other brands and new IP within the Growth Marketing and Brand Activation team. The role requires commercial
capability across the marketing and sales channel mix: digital, retail and comms (owned, earned, shared, paid). The Global Marketing Manager will support the Director in the delivery of all brand activations, ensuring excellence in delivery. They need to be able to work collaboratively with key stakeholders from across the business to deliver campaign activations that deliver cultural and commercial value.
Key Responsibilities
Brand Growth and IP Development
1. Growth enabler: in this role you will input to and understand the brand growth plans, developing activations that drive commercial success
2. Commercial orientation: you will be a strong collaborator and work closely with your counterparts across all lines of business to deliver cross-functional activations that drive growth for our brands, identifying opportunities and connecting teams.
3. Insight focused: you will interpret and utilise data to inform decision-making in the development of brand activations, to ensure that they target consumers effectively and meet objectives to grow audiences and revenues. You will also work with our insights partners and the Growth Marketing and Brand Activation Director to identify insight gaps and develop briefs as required, to ensure we have the right data to inform our work.
4. B2B activation: you will input to brand development and develop assets to support internal and external stakeholders to bring our brands to life. This will include creating brand materials to support our presence at key B&L trade events, such as BLE and Las Vegas Licensing Expo.
5. Global brand partnership: you will build strong relationships with the regional teams and support them in their activation of their brand activity, in line with global brand strategy.
6. Asset creation: you will support the Growth Marketing and Brand Activation Director and the VPs in developing effective brand communications tools (decks, sizzles, KPI status updates, quarterly global updates etc) to support teams centrally and regionally in their activation and communication of our brands.
7. External Orientation: you will be stay close and connected to the external environment, tracking competitor brand development, trends (consumer, market and industry) and bringing this external orientation into the team.
Brand Management
8. You will understand brand foundations and support the team in developing tools, as required, to clearly communicate the brand intent and how to maximise it in market: Audience profile, experience and segmentation, Full Brand DNA, Identity and Architecture
9. You will support the team in using our brand foundations to build audience segmentation and develop brand and marketing communication strategy and plans to unlock each segment.
10. You will become an evangelist and expert in our brands, and act as key brand guardian across the business.
11. You will understand the brand architecture and work with internal and external stakeholders to deliver against brand promise in all consumer touchpoints.
12. You will maintain and share key brand communication tools: Brand Bible, Brand Decks, Brand Sizzles, Key Brand Art etc
13. Be the inventor and catalyst of brand innovation finding new ways to build brands, staying abreast of consumer needs and trends
Marketing – Delivery and Evaluation
14. You will understand the key revenue growth levers across the brand and collaborate with lines of business to activate against priority growth areas
15. You will help to ensure that insight is appropriate and compelling enough for every brief generated by the team.
16. You will support the team in post activity reviews, ensuring that they are carried out in a timely way, shared with key stakeholders, and that results and learnings are captured and applied by the team to future activity.
17. Reviews collective campaign performance across their team to ensure the output is delivering against the objectives of the Marketing Plan.
Management, Relationships and Development
18. You will be a fantastic collaborator and relationship builder, enabling efficient and effective working partnerships with cross-functional teams across the business.
19. You will build strong relationships with peers in Editorial and Product teams.
20. You will maintain a positive and solutions-based attitude and act as a strong role model to you team and peer group
21. You understand the BBC’s Mission to inform, educate and entertain.
22. You live the BBC Values, and contribute to making the BBC a fantastic place to work. ·
23. You follow the BBC’s policies on diversity and inclusion when working with others across the organisation
WHAT DOES IT TAKE?
Key Criteria
24. Managing and developing consumer brands in a commercial business or media environment, using advanced marketing techniques.
25. A creative mind to deliver impactful global brand campaigns and growth plans, as well as creativity in overcoming barriers.
26. Knowledge of qualitative and quantitative research techniques.
27. A solid understanding of the digital landscape, able to select the appropriate channels/platforms for activations, and to drive engagement and affinity to our brands.
28. Innovating in digital and social media campaigns within the media or an industry of similar scale and impact, keeping abreast of social and digital trends.
Desirables
29. Ability to manage self and others within a complex matrix environment.
30. Leading collaboration across organisational boundaries.
31. Understanding and knowledge of the broadcasting industry and an interest in creative output.
32. Ability to build and maintain effective relationships across the business.
33. An excellent communicator
34. Ability to influence and persuade people up, down and sideways.
LIFE AT BBC STUDIOS
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 .
The BBC is committed to building a culturally diverse workforce, that represents the audiences we serve, and encourages applications from candidates from any background, especially people from diverse communities. Equity of opportunity is important to us, and we endeavour to make our processes equal, fair and meritocratic for everybody. More information on our D&I plan can be found .
BBC Studios puts sustainability at the heart of everything we do both onscreen and offscreen, including delivering against the BBC Group’s science-based Net Zero targets. More information on sustainability at BBC Studios can be found
We are proud to share that we are a Level 2 Disability Confident Employer and if you require any reasonable adjustments in order to apply please contact us on k.
PACKAGE DESCRIPTION
Job Reference: 21684
Band: D
Salary: Up to £60,000 + 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.
Salary: Competitive
Location: Office Base is London (This is a hybrid role and the successful candidate will balance office working with home working)
WHAT WILL YOU GAIN FROM WORKING AT BBC STUDIOS?
35. We offer a competitive salary package
36. Flexible 35-hour working week for work-life balance
37. Parental leave for new parents, regardless of gender, of up to a year with 18 weeks fully paid
38. 26 days holiday (plus an additional day which is a Corporation Day) with the option to buy an extra 5 days
39. A defined pension scheme and discounted dental, health care, gym and much more
40. Excellent career progression – access to courses, webinars, workshops and the opportunity to work in different areas of the organisation
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.