AUDIENCE ACTIVATION EXECUTIVE
Reports to: Audience Activation Lead
Department: Streaming Product & Growth
Location: Leeds (requires travel between Leeds & London offices once per fortnight)
Job Grade: P2
DEPARTMENT DESCRIPTION
The Streaming department is responsible for the strategy, development, and operation of our digital streaming platform, delivering high-quality, on-demand content to audiences across multiple devices and markets. The team drives innovation in user experience, content delivery, and platform technology, ensuring our streaming service remains competitive and aligned with evolving consumer expectations. Working cross-functionally with Technology, Marketing, Content and Editorial, Commercial and Insights, the department is at the forefront of digital transformation enabling the business to reach new audiences and maximise engagement in a rapidly changing media landscape as part of our Fast Forward strategy.
JOB PURPOSE
This role builds and delivers engagement and retention campaigns and activity which form part of our audience activation plan to drive in‑year Streaming and C4+ growth. It is a data‑led role focused on driving a continuous cycle of test, learn and optimisation of these comms activities to ensure maximum business value. Comms channels include email, push, in app messages and app store activation. Reporting into the Audience Activation Lead, the role will help drive the shift to increased automation, advanced audience targeting and more effective personalisation across the audience activation plan. As well as building campaigns in our customer engagement platform (currently Braze), the incumbent will create and present detailed weekly performance reporting, identifying opportunities for optimisation across both the short and medium term. They will become experts in audience cohorts and the role the comms activity plays in driving increased engagement, retention and monetisation.
KEY RESPONSIBILITIES
- Produce weekly and monthly performance reporting to outline comms performance against engagement, retention and monetisation KPIs, presenting a clear and consistent narrative which builds depth over the course of the year.
- Build CRM comms within our customer engagement platform, ensuring pre‑deployment checks are carried out in line with QA processes.
- Work closely with the Audience Growth Operations Manager to build complex automated comms workflows with dynamic personalisation, ensuring these are firing using the correct triggers and targeting the correct audience cohorts.
- Coordinate other retention and engagement comms which sit outside of Braze, including app store activations and Coming Soon workflows.
- Write copy and brief image requirements for activity, able to produce and brief multiple versions to MVT test on a weekly basis.
- Be an expert in Braze and have a good understanding of other tools such as our recommendations engine and audience management tool.
- Have a detailed understanding of the audience activation strategy and priority audience segments to ensure spotting trends and opportunities within the data.
- Provide regular competitor reports to benchmark our comms and look for new ideas and opportunities.
KEY STAKEHOLDERS
- Audience Growth & Optimisation Team
- Channel 4+ Team
- Growth Squad
- Customer Engagement Platform supplier
- Analytics
- Performance Management
CAPABILITIES
- Strategic planning and delivery – Leads strategically, translating organisational goals into clear priorities, plans and measurable outcomes.
- Performance and commercial acumen – Demonstrates strong commercial awareness and accountability for delivering sustainable performance.
- Viewer and customer centric mindset – Places audiences, customers and partners at the heart of decision making and solution design.
- Data‑led and analytical decision making – Uses data, insight and evidence to drive decisions, evaluate impact and improve outcomes.
- Cross‑functional collaboration and agile leadership – Leads collaboratively across boundaries, fostering agility, experimentation and shared ownership.
- Market awareness and innovation – Scans the external environment to anticipate change, identify opportunities and drive innovation.
BEHAVIOURS
- Growth mindset (Grow) – Seeks challenge with a curious mindset and a strong desire to learn, grow and continually improve.
- Accountability (Get stuff done) – Delivers results and takes responsibility for outcomes.
- Collaboration (Include) – Uses empathy and encourages co‑creation and inclusive partnerships, to get to better outcomes.
- Transformation (Innovate) – Embraces and proactively drives change, with resilience and tenacity.
ESSENTIAL EXPERIENCE & SKILLS
- Building and deploying CRM activity, ideally using Braze. Understands QA processes and need for multiple pre‑deployment checks to ensure high‑quality output.
- Creating and presenting detailed weekly performance reports for retention, engagement and monetisation comms against KPIs.
- Has run multivariant testing plans, can map out hypotheses, interpret results and plan future test iterations.
- Has worked with audience segmentations in the past and built a deep understanding of audiences through performance data and quantitative and qualitative research.
- Advanced Excel skills and/or data manipulation techniques, able to tell compelling stories using data.
- A good knowledge of data protection and permission‑based marketing.
- Consistently displays excellent communications skills, with great attention to detail.
- Naturally curious and enjoys exploring new ideas and possibilities.
- Likes getting stuck into a problem and coming up with solutions.
- Highly organised, self‑motivated and able to manage a diverse workload.
- Is passionate about the C4 remit and content.
DESIRABLE EXPERIENCE & SKILLS
- Has worked in creative industries, able to think creatively as well as analytically.
SALARY
Basic salary per annum starting from £39,375.00
BENEFITS
- Private medical insurance
- Free Virtual GP access for employees
- Free Female Health hormone test each year
- Free Tastecard membership
- Access to financial wellbeing resources
- Discounted gym memberships
- Pension
- Life Assurance
- Income Protection
- Holiday Purchase & Hybrid working: 60/40 pattern, three office days per week
EQUAL OPPORTUNITIES
Channel 4's purpose is to create change through entertainment; by representing unheard voices, challenging with purpose and delivering content which reflects the diversity of different communities across the UK. We are only able to deliver on this remit by having a workforce rich in diversity of thought, background and lived experience. As an employer we encourage applications from candidates from all backgrounds and do not discriminate based on disability, age, gender reassignment, gender expression, criminal history, length of time spent unemployed, marriage or civil partnership status, national origin, pregnancy and maternity status, race, religion or belief, sex, and sexual orientation.
DISABILITY CONFIDENT SCHEME
Channel 4 is a member of the Business Disability Forum (BDF) and has also maintained the highest level of the Department of Work and Pension's Disability Confident scheme – Level 3: Leader. Under the Disability Confident Scheme, we aim to offer an interview to all candidates who have a neurodiverse condition, impairment or long‑term condition and who meet the essential criteria for an advertised job. If you wish your application to be considered under the Disability Confident Scheme, please select yes when completing the application questions. For more information, please visit the Disability Confident Campaign website.
CARE LEAVER FRIENDLY EMPLOYER
Channel 4 is a Care Leaver Friendly Employer. By signing the Care Leaver Friendly Employer Charter and adopting its principles, we are supporting an immensely talented yet often under‑served and under‑represented community of young people/ adults. We commit to offering an interview (and constructive feedback) to applicants who identify as care experienced and meet the essential criteria for the role as outlined on the job description. Applicants should indicate if they wish to apply under our Care Leaver Scheme by selecting the option on the application form.
WORKPLACE ADJUSTMENTS
We are committed to providing disabled applicants a level playing field when applying for a job and support whilst employed to perform to the best of their ability and develop their careers. If you have a neurodiverse condition, impairment or long‑term condition and require any adjustments, additional support or alternative arrangements during the recruitment and wish to discuss this confidentially, please let us know via the following e‑mail recruitment@channel4.co.uk.
