In 2025, we shifted to a more digitally-led approach in response to changes in the UK TV market, launching our first dedicated Growth and Lifecycle Marketing team. The Director of Growth and Lifecycle Marketing leads this team and owns the end‑to‑end strategy across user acquisition, retention and maximising viewer lifetime value on the streaming platform. The role ensures strong alignment across all data-driven marketing tactics and communications delivered to our digital audiences.
Responsibilities
- Own the strategic direction for performance marketing media across Connected TV, Paid Social, Paid Search and Display, ensuring media investment is aligned to the business' growth objectives
- Lead and develop a team of four across performance, lifecycle and partner marketing, providing strategic guidance and setting clear priorities to deliver against growth targets
- Set the growth and lifecycle marketing strategy for tentpole campaigns, working together with brand and wider marketing teams to align activity and deliver fully integrated marketing campaigns
- Strengthen 5's editorial and organic presence across key devices by supporting partner marketing manager in strategic development and relationship building with external distribution partners
- Assist and improve the forecasting process for 5 acquisition and usage
- Plan, launch, and scale new acquisition channels, underpinned by robust measurement and attribution frameworks
- Continuously drive the team to increase channel performance through test and learn strategies across targeting, audience, creative and user experience
- Own and present to leadership KPIs around customer acquisition, CPA, cost per new customer, winback and LTV
- Support the Lifecycle Marketing Manager in developing customer-led journeys and contact strategies across the customer lifecycle, from onboarding and engagement through to upsell, cross sell and winback
- Drive best-in‑class martech solutions that operate effectively to support and improve campaign performance
- Ensure strong internal relationships across content, product, finance, creative, insights and analytics teams to enable effective planning and delivery
- Lead the data and reporting framework across all digital marketing channels, maintaining and evolving existing reporting to ensure dashboards provide clear and actionable insights to support decision making
Qualifications
- Is obsessed with analysing data to find actionable opportunities to test and learn for growth, expansion and retention
- Has the ability to draw useful conclusions from viewer behaviour data and translate into creative ideas to achieve objectives (as well as manage key themes up to stakeholders)
- Is a strong team leader who is used to working with all marketing functions
- Believes in the complete marketing funnel and the role growth must play in that
- Is confident making decisions and driving change to push forward quickly
- Proven in-house or agency experience in growth marketing, delivering measurable results against acquisition, engagement and growth KPIs
- Hands‑on experience building and optimizing digital marketing campaigns (both in‑platform and third‑party managed)
- Excellent data analysis skills, analytical mind, and curious/entrepreneurial mindset
- Strong relationship management and negotiation skills both with internal and third‑party suppliers
- Ability and flexibility to adapt to changes in schedules and delivery
- Product expertise, leading development and partnering in execution of test plans, automation efforts, and maximizing channel/communication impact
- Excellent interpersonal skills, entrepreneurial mindset and resilient spirit with experience navigating cross‑functional organisations
- Knowledge of segmentation strategies and executions
- Proven ability to translate campaign performance insights into clear, compelling narratives for senior leaders and cross‑functional stakeholders
Desirable Skills
- Entertainment market experience
- Knowledge of performance marketing channels (Social/Programmatic/Search/Connected TV)
- Experience working with marketing tech stacks
- Experience of attribution and LTV optimisation
Paramount is an equal opportunity employer (EOE) including disability/vet. At Paramount, the spirit of inclusion feeds into everything that we do, on‑screen and off. From the programming and movies we create to employee benefits/programs and social impact outreach initiatives, we believe that opportunity, access, resources and rewards should be available to and for the benefit of all. Paramount is proud to be an equal opportunity workplace. We are committed to equal employment opportunity regardless of race, color, ethnicity, ancestry, religion, creed, sex, national origin, sexual orientation, age, citizenship status, marital status, disability, gender identity, gender expression, and Veteran status.
