Marketing & Audiences

Transcription

1 Job title Brand Manager, BBC Children s (please refer to Appendix) Job family Marketing & Audiences Proposed Band D / Grade 9 Job purpose You will help manage relationships with senior internal and external stakeholders across the business. You will lead on the formation of brand and marketing strategy for a brand/genre, and deliver creatively outstanding and high quality campaigns that are on brand, on budget and on time with consistency of visual look, brand image, identity and communications messages across all media with a particular emphasis on digital. The role will work with in-house and external creative and strategic partners, to deliver a coherent, consistent brand marketing experience for audiences. This role requires the development of close working relationships with colleagues and stakeholders to ensure creative content delivers on overarching BBC brand strategies, and with the Media Engagement, Social Media and Audiences teams to ensure that content is distributed through the most effective media channels and monitored and evaluated appropriately. Key responsibilities and accountabilities Campaign Delivery Lead the development of major campaign briefs to deliver against strategic objectives (consumption, perception, brand) across multiple media and platforms. Assist the Head of CRBA, Children s and the Head of Business in working upstream: lead relationships with stakeholders, shaping content/genres/programmes or products. Lead and shape the delivery of effective and impactful creative work that reflects brand guidelines. Ensure the annual plan and all campaigns are delivered within budgets and timeframes. Lead relationships with internal creative teams (pictures/radio cross trails), Social Media, Communications, Audiences & external agencies. Approve and comply all campaigns in line with BBC Editorial Guidelines and brand guidelines. Strategy and Planning Develop individual BBC brands strategies within the context of overall BBC Brand Strategy working with colleagues to develop campaign media strategies and agree appropriate media channels and press and public relations opportunities. Agree targets for individual campaigns, and manage the necessary research in conjunction with Audience Research. Undertake post-campaign evaluations using appropriate analysis and measurement tools. Use this with stakeholders to ensure that the marketing discipline plays a core role in shaping product development and market positioning. Shape the evaluation process: lead regular reviews with colleagues and stakeholders to review campaign output. Manage the budget for the channel/genre/product campaigns and ensure campaigns are delivered within budgets and timeframes. Develop plans to manage key channels/genres/products through the key stages of launch, growth, maturity and decline. Lead relationships with multiple BBC stakeholders to deliver projects with their full support. Lead regular reviews with managers and stakeholders to review campaign output vs brand guidelines. Manage and mitigate risks and issues; escalating as appropriate. Leadership, Relationships and Development Oversee team interactions to ensure collaborative relationships with creative resources, both in- Page 1 of 5

2 house and from agencies to optimise output. Establish effective working relationships with Audiences, Social Media, Communications & Media Engagement teams. Inspire the team to innovate, by keeping ahead of developments in the field of marketing and technology/digital trends, maintaining links with the industry and incorporating insight into marketing activity. General Drive efficiency and effectiveness in everything the BBC delivers to provide value for money for BBC licence fee payers Comply with all relevant BBC safety rules, procedures and guidelines, and be aware of responsibilities under the BBC safety policy Comply with the BBC s policies on Diversity and to apply the principles of the policy when carrying out the role Contribute to making BBC Children s a fantastic place to work and to attract and motivate the best people. Knowledge, skills, training and experience Essential The Brand Manager is expected to have marketing experience within the media industry or an industry with similar scale and complexity. In this context they will need to demonstrate knowledge and successful experience of: Managing and developing major brands through their lifecycle in a complex business or media environment, using advanced marketing techniques. Knowledge of qualitative and quantitative research techniques. Innovating in digital and social media campaigns, within the media or an industry of similar scale and impact. Leading team members to manage delivery through in-house and third party creative resources Successful team leadership, able to manage self and others within a complex matrix environment Delivering with a budget and using resources effectively to successfully balance creative aspirations with limited financial and other resources. Driving collaboration across organisational boundaries Understanding of BBC Brands, and knowledge of the broadcasting industry and a demonstrable interest in its output Ability to build and maintain effective relationships with senior managers across a wide range of disciplines. Ability to influence and persuade people at all levels to build support for courses of action Able to anticipate the challenges and opportunities which arise from market place developments and translate these into a coherent medium to long term strategy. Passion for and a good understanding of the BBC in the context of public policy Experience of developing and implementing strong brand identities Desirable Experience of the BBC and its place in the media market. Understanding and experience of BBC editorial compliance and Fair Trading policies Job impact Decision making Will take a lead role in ensuring on time delivery of all strategic and creative aspects of project development Responsible for the day to day leadership on a particular area of the BBC, and delivery of the marketing plan for that area Scope Page 2 of 5

3 Stakeholders and key relationships, including line management responsibilities, are role dependent Other information For Reward team use only Job Code Definition: Content / Content Support / Support This job description 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 see Appendix below for detailed job role information Appendix Job Title Brand Manager, BBC Children s Division Radio & Education Reports to (title) Head of Business, BBC Children s Location base MediaCityUK, Salford Contract Continuing Organisation structure This role reports to the Head of Business, BBC Children s and is task managed by the Head of Commercial, Rights and Business Affairs (CRBA), Children s. The role is based in BBC Children s. BBC Children's is the leading UK children's broadcaster with the top two television channels, for children, CBeebies and CBBC. It makes award-winning content across all platforms television, online, radio, apps and more. BBC Children's is committed to offering the best cross-platform and on-demand service for all UK children, providing a trusted environment which is enriching, enabling and relevant to the under 16's. Our content seeks to entertain, inform and empower children, adding real value to their lives. BBC Children s has a commercial strategy that includes growing income to invest in high quality content and innovation in digital spaces. The viewing habits of the BBC s youngest audiences are increasingly digital, and so BBC Children s has responded strategically with a three year digital strategy, Kids 2020, for Children. Job purpose As well as the requirements set out above, the specific requirements of the role include the delivery of the BBC Children's commercial strategy and to support the international exploitation of ancillary rights. Specific aims include: To oversee and manage the brand strategy for BBC Children s In-house programming. To work closely with the editorial teams and external partners to establish and optimise the exploitation of Children s brands within the commercial environment. Ensuring that opportunities are maximised whilst protecting the BBC s brands. To build, maintain and manage first-class relationships with key external partnerships, licensees and co-production partners. Additional job specific responsibilities and accountabilities Key Responsibilities Brand strategy: To help develop and implement Children s brand strategy, advising editorial teams on all aspects of brand management and it s benefit to BBC Children s. To advise on the creation for new and development of established brands in order to optimise brand profiles Page 3 of 5

4 both externally and within the BBC. To be a brand expert: To draw on industry knowledge and information from BBC Audiences to review the competitive set. To prepare and present recommendations and reports for internal and external parties as required. Product Approvals: Along with the programme Executive Producer, to be responsible for approving product development, branding and marketing strategy for all licenced products. To facilitate the production of style guides to ensure brand integrity and that the quality of brand licensing is consistent with the BBC s editorial standards and branding guidelines. Approvals often include inputting to toy product development to ensure fidelity to the programme brand, packaging creative, partner marketing plans and TV ads. External third party relationships: To form relationships with key external contacts including commercial partners, licensees, BBC Worldwide and other co-production partners to maximise commercial branding activity alongside the requirements of the individual programme agreements. To work with them to ensure that product and marketing plans are executed in line with BBC regulatory requirement and creative standards. Support editorial and creative: To advise editorial teams of the key commercial brand and licensing implications within programme ideas. To anticipate brand licensing opportunities and offer solutions to maximise potential as early as possible. Internal BBC relationships: To build and maintain effective working relationships with Production, Editorial Policy, Commercial, Marketing, Rights and Business Affairs teams to ensure maximum creative and business synergies for Children s branding activity. BBC Policy: To ensure that all brand deal making with external parties is consistent with BBC Fair Trading policy and all relevant service licenses and BBC Editorial and Public Policy. Key Skills, Knowledge, Experience Proven experience of brand management, preferably within the global Children s licensing market; setting strategies across a range of categories, media and merchandising. Sound understanding of brand positioning strategy ideally within the Children s market and qualitative and quantitative research techniques. Proven track record of creating and refreshing Children s brands, materials and products throughout the programmes lifecycle. Specific experience of managing successful relationships with multiple stakeholders including key external partnerships, licensees and co-production partners. Established track record of having led and delivered complex projects within both time and budgetary constraints. Strong communication and presentation skills. Ability to understand editorial needs as well as commercial demands. Competencies The following competencies (behaviours and characteristics) have been identified as key to success in the job. Successful candidates are required to demonstrate these competencies. Strategic thinking - Can understand and implement a short, medium and longer-term strategic vision, seeing the bigger picture where appropriate as well as understanding local issues. Influencing, persuading and negotiating - Highly developed influencing, persuading and negotiating skills. Communication - Ability to present ideas and opinions clearly and effectively using a range of tools and techniques appropriate to the audience and subject. Organisation and Planning - Delivers quality, even during times of large-scale change and uncertainty; monitors team projects to ensure they reach successful completion; prioritises and Page 4 of 5

5 plans activities taking into account all the relevant issues and factors such as deadlines, staffing and resources. Collaboration - Able to build and maintain highly effective working relationships. Listens and adapt to others and is able to engage in a creative and constructive dialogue with team members, colleagues and external partners, sets an example by sharing resources, knowledge ideas and skills across the organisation. Decision-making - Proactive, makes quick, well-judged and informed decisions and takes responsibility for the consequences of those decisions, whilst also knowing when to defer to colleagues with more relevant expertise and/or seniority. Flexibility - Adapts and works effectively with a wide variety of situations, individuals or groups. Understands and appreciates different and opposing perspectives on an issue, to adapt an approach as the requirements of a situation change, and to change or easily accept changes in one s own organisation or job requirements. Problem Solving - Anticipating issues in advance and providing a range of solutions with firm recommendations for action Creativity - Thinks creatively and can identify and implement innovative approaches to business to support the highest creative ambitions Resilience - Highly committed and motivated. Ability to maintain personal effectiveness by managing own emotions in the face of pressure, setbacks or when dealing with provocative situations. Business focus- Is able to understand and accurately assess commercial and business imperatives. Approval Manager HR Business Partner Sophy Jacob, Head of Business, BBC Children s Jenny Wroe Date Page 5 of 5