Head of Audience Growth

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

About Brands and Licensing

The BBC Studios Brands & Licensing division is the driving force in extending BBC Studios IP through innovative brand extensions, fostering deep fan engagement worldwide. 

Partnering our iconic brands – including Doctor Who and Bluey – with the world’s biggest brands, promoters, and publishers, ignites the imagination of fans and creates memorable brand-fame moments. 

Our diverse portfolio spans consumer products, live entertainment, gaming, and publishing, while BBC Studios Social drives digital presence with over 6.5 billion social video views in 2023, offering advertising and branded content opportunities.

Supported by award-winning teams, we focus on finding visionary opportunities to enhance global brand impact and digital growth.

Through BBC Studios Brands & Licensing, global audiences have collectively spent a monthly average of:

• 4.75m hours listening to our music 
• 1.5m hours reading our books and magazines
• 29.3m hours playing with our toys and figures 
• Over 48.8m hours engaging with our social media (Bluey hit over 2 billion global views across BBC Studios social portfolio last year, reaching every age, not just pre-school)
• And have spent over 2.5m hours attending BBC Studios Live Events in 2023. 

About Digital Brands

BBC Studios Digital Brands is a creative powerhouse of world class content. Built on everything that makes the BBC brilliant, BBC Studios curates, commissions and creates world class digital content that drives dedicated fandoms across the globe. 

With trusted brands such as Bluey, BBC Earth, Top Gear and Doctor Who, the business is driving forward with a new era of unskippable content. Powered by over 90 channels across major social platforms, BBC Studios Digital Brands combines global reach with the trust and consistency of BBC brands.

In 2024, global audiences spent over 48.8 million hours engaging with with our social media, websites, podcasts and newsletters. Our devoted fandoms and incredible creators provide compelling audience-first opportunities for advertisers to create meaningful connections through unparalleled audience understanding.

THE ROLE

The Head of Audience Growth will support the departments ambitions to drive audience growth across all digital platforms and channels with the ultimate aim of converting fans to consumers – ensuring that there is a data-driven acquisition strategy and a sustained engaged community of fans across our portfolio of IP and brands.

This is an important role – and function- that sits at the intersection between the content teams and the commercial and operations teams.

This role will be building out a distribution strategy across all platforms including social media, branded websites, podcasts and newsletters and leverage data to connect these disparate channels to build a connected view on the customer journey from discovery through to subscription/membership/consumer revenues.

The role will report into the Director of Audience Growth and together this team will work closely with DTC vendors, including our third-party e-commerce agency and develop our online stores. They must ensure the customer/consumer journey is effectively linked to our e-commerce platform.

This person will be adept at using data and analytics to understand how audiences engage with content and in turn can make informed decisions around social video distribution strategies, branded website design and functionality, search engines optimization, CRM strategies across owned and paid channels to drive customer acquisition.

• Audience growth strategies: Develop and implementation of strategies to grow an audience, using analytics and audience data to understand how audiences engage with content
• Content strategy: Work with editorial and content teams to build and implement content strategies that are informed by our understating of the wider audience – partnering with our D&I team to inform and guide
• Distribution strategy: Work with the commercial platforms teams to implement a clear distribution strategy that is linked to the overall content strategy
• Addressable Audience and CRM: Support the Audience Growth Director on our audience growth strategy, partnering with the CRM team on customer segmentation strategies and overall CRM plan
• Cross functional collaboration: Together with the Audience Growth Director this person will help be the conduit between CRM, web, and analytics teams to optimize fan journeys, SEO strategies, and data collection for enhanced audience engagement
• SEO: Support in building a plan to optimise website search engine performance (SEO), ensuring that the site ranks high in relevant searches and attracts more visitors
• Measurement and testing: Evaluate the measurement and testing strategies in collaboration with the insights and data team to optimise the customer journey with a keen focus on tracking and measuring key KPI’s incl. LTV, AOV, CAC, ROI.
• E-Commerce: Build the capabilities for direct-to-consumer e-commerce and develop the consumer experience across the websites
• Inventory management: Work closely with merchandising teams to ensure we are taking products to market that are informed by our understanding of our customer base and wider audience.
• Digital Marketing: Collaborate with third-party agencies and internal marketing teams to execute paid digital marketing strategies across SEO, paid social and email marketing to grow online presence, acquire new customers and drive sales.
• Planning and Delivery: Work closely with the Digital planning director to activate these plans across the portfolio
• Product Strategy: Support in developing the product strategy for a portfolio of related products based on the strategic vision for the division and wider BBC objectives.

WHAT DOES IT TAKE?

Key Criteria 

• Ability to apply industry knowledge, market awareness, audience research and analytical insights to develop a robust audience growth strategy
• Great communication skills with evidence this person is able to build relationships with stakeholders to bring them on the journey to deliver on time and on budget
• Experience building the customer journey across multiple digital touchpoints be it social, newsletters, podcasts, branded websites
• Experience building CRM strategies with automated customer journeys
• Ideally have experience developing and implementing ecommerce offerings that act to convert digital audiences to paying customers

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 [email protected].

PACKAGE DESCRIPTION

Job Reference: 20758

Band: E

Bonus: 15%

Salary: £60,000-£73,000 + 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. 

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

About Brands and Licensing

The BBC Studios Brands & Licensing division is the driving force in extending BBC Studios IP through innovative brand extensions, fostering deep fan engagement worldwide. 

Partnering our iconic brands – including Doctor Who and Bluey – with the world’s biggest brands, promoters, and publishers, ignites the imagination of fans and creates memorable brand-fame moments. 

Our diverse portfolio spans consumer products, live entertainment, gaming, and publishing, while BBC Studios Social drives digital presence with over 6.5 billion social video views in 2023, offering advertising and branded content opportunities.

Supported by award-winning teams, we focus on finding visionary opportunities to enhance global brand impact and digital growth.

Through BBC Studios Brands & Licensing, global audiences have collectively spent a monthly average of:

• 4.75m hours listening to our music 
• 1.5m hours reading our books and magazines
• 29.3m hours playing with our toys and figures 
• Over 48.8m hours engaging with our social media (Bluey hit over 2 billion global views across BBC Studios social portfolio last year, reaching every age, not just pre-school)
• And have spent over 2.5m hours attending BBC Studios Live Events in 2023. 

About Digital Brands

BBC Studios Digital Brands is a creative powerhouse of world class content. Built on everything that makes the BBC brilliant, BBC Studios curates, commissions and creates world class digital content that drives dedicated fandoms across the globe. 

With trusted brands such as Bluey, BBC Earth, Top Gear and Doctor Who, the business is driving forward with a new era of unskippable content. Powered by over 90 channels across major social platforms, BBC Studios Digital Brands combines global reach with the trust and consistency of BBC brands.

In 2024, global audiences spent over 48.8 million hours engaging with with our social media, websites, podcasts and newsletters. Our devoted fandoms and incredible creators provide compelling audience-first opportunities for advertisers to create meaningful connections through unparalleled audience understanding.

THE ROLE

The Head of Audience Growth will support the departments ambitions to drive audience growth across all digital platforms and channels with the ultimate aim of converting fans to consumers – ensuring that there is a data-driven acquisition strategy and a sustained engaged community of fans across our portfolio of IP and brands.

This is an important role – and function- that sits at the intersection between the content teams and the commercial and operations teams.

This role will be building out a distribution strategy across all platforms including social media, branded websites, podcasts and newsletters and leverage data to connect these disparate channels to build a connected view on the customer journey from discovery through to subscription/membership/consumer revenues.

The role will report into the Director of Audience Growth and together this team will work closely with DTC vendors, including our third-party e-commerce agency and develop our online stores. They must ensure the customer/consumer journey is effectively linked to our e-commerce platform.

This person will be adept at using data and analytics to understand how audiences engage with content and in turn can make informed decisions around social video distribution strategies, branded website design and functionality, search engines optimization, CRM strategies across owned and paid channels to drive customer acquisition.

• Audience growth strategies: Develop and implementation of strategies to grow an audience, using analytics and audience data to understand how audiences engage with content
• Content strategy: Work with editorial and content teams to build and implement content strategies that are informed by our understating of the wider audience – partnering with our D&I team to inform and guide
• Distribution strategy: Work with the commercial platforms teams to implement a clear distribution strategy that is linked to the overall content strategy
• Addressable Audience and CRM: Support the Audience Growth Director on our audience growth strategy, partnering with the CRM team on customer segmentation strategies and overall CRM plan
• Cross functional collaboration: Together with the Audience Growth Director this person will help be the conduit between CRM, web, and analytics teams to optimize fan journeys, SEO strategies, and data collection for enhanced audience engagement
• SEO: Support in building a plan to optimise website search engine performance (SEO), ensuring that the site ranks high in relevant searches and attracts more visitors
• Measurement and testing: Evaluate the measurement and testing strategies in collaboration with the insights and data team to optimise the customer journey with a keen focus on tracking and measuring key KPI’s incl. LTV, AOV, CAC, ROI.
• E-Commerce: Build the capabilities for direct-to-consumer e-commerce and develop the consumer experience across the websites
• Inventory management: Work closely with merchandising teams to ensure we are taking products to market that are informed by our understanding of our customer base and wider audience.
• Digital Marketing: Collaborate with third-party agencies and internal marketing teams to execute paid digital marketing strategies across SEO, paid social and email marketing to grow online presence, acquire new customers and drive sales.
• Planning and Delivery: Work closely with the Digital planning director to activate these plans across the portfolio
• Product Strategy: Support in developing the product strategy for a portfolio of related products based on the strategic vision for the division and wider BBC objectives.

WHAT DOES IT TAKE?

Key Criteria 

• Ability to apply industry knowledge, market awareness, audience research and analytical insights to develop a robust audience growth strategy
• Great communication skills with evidence this person is able to build relationships with stakeholders to bring them on the journey to deliver on time and on budget
• Experience building the customer journey across multiple digital touchpoints be it social, newsletters, podcasts, branded websites
• Experience building CRM strategies with automated customer journeys
• Ideally have experience developing and implementing ecommerce offerings that act to convert digital audiences to paying customers

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 [email protected].

PACKAGE DESCRIPTION

Job Reference: 20758

Band: E

Bonus: 15%

Salary: £60,000-£73,000 + 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. 

Read Full Description