Marketing Manager, Kids & Family (21570)

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

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.
We turn shows into iconic brands to create incremental and sustainable revenue streams. Thinking bigger, acting smarter and inspiring audiences to experience, embrace, and enjoy our properties like never before.

THE ROLE

The Global Marketing Manager, Kids and Family will support the Growth Marketing and Brand Activation Director and the VP (job share) to nurture our Kids and Family 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 Kids and Family IP (such as Hey Duggee and Supertato), and they may also be required to support on other brands 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

• Growth enabler: in this role you will input to and understand the Kids and Family brand growth plans, developing activations that drive commercial success.
• 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.
• 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.
• 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.
• 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.
• 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.
• 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

• 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
• 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.
• You will become an evangelist and expert in our brands, and act as key brand guardian across the business.
• You will understand the brand architecture and work with internal and external stakeholders to deliver against brand promise in all consumer touchpoints.
• You will maintain and share key brand communication tools: Brand Bible, Brand Decks, Brand Sizzles, Key Brand Art etc
• 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

• You will understand the key revenue growth levers across the brand and collaborate with lines of business to activate against priority growth areas.
• You will work with regional and product teams to support development of events and partnerships.
• You will support the delivery of effective creative work that reflects brand guidelines.
• You will support the team in the delivery of the full marketing deliverables – plans, briefs, assets, reviews, relationships, and results.
• You will write and input into briefs for campaigns and activations, ensuring that all activity is optimised to deliver maximum value to BBC Studios.
• You will help to ensure that insight is appropriate and compelling enough for every brief generated by the team.
• 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.
• Reviews collective campaign performance across their team to ensure the output is delivering against the objectives of the Marketing Plan.

Management, Relationships and Development

• You will be a fantastic collaborator and relationship builder, enabling efficient and effective working partnerships with cross-functional teams across the business.
• You will build strong relationships with peers in Editorial and Product teams.
• You will maintain a positive and solutions-based attitude and act as a strong role model to you team and peer group
• You understand the BBC’s Mission to inform, educate and entertain.
• You live the BBC Values, and contribute to making the BBC a fantastic place to work. ·
• You follow the BBC’s policies on diversity and inclusion when working with others across the organisation

WHAT DOES IT TAKE?

Key Criteria 

• Experience within the Kids & Family genre in a media or similar environment.
• Managing and developing trade and consumer brands across the full mix, including advanced marketing techniques.
• A creative mind to deliver impactful global brand campaigns and growth plans, as well as creativity in overcoming barriers.
• Solid understanding of the digital landscape, being informed enough to select the appropriate channels/platforms for activations, and to drive engagement and affinity to our brands.
• 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

• Ability to manage self and others within a complex matrix environment.
• Leading collaboration across organisational boundaries.
• Understanding and knowledge of the broadcasting industry and an interest in creative output.
• Ability to build and maintain effective relationships across the business.
• 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 here.

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 here.

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 here.

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 reasonable.adjustments@bbc.co.uk.

PACKAGE DESCRIPTIONS

Job Reference: 21570
Band: D 
Salary: £50,000 - £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.

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?

• We offer a competitive salary package
• Flexible 35-hour working week for work-life balance 
• Parental leave for new parents, regardless of gender, of up to a year with 18 weeks fully paid
• 26 days holiday (plus an additional day which is a Corporation Day) with the option to buy an extra 5 days
• A defined pension scheme and discounted dental, health care, gym and much more 
• 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.