Responsibilities

• Lead the development of the BBC Select repositioning effort.
• Oversee the review and selection of strategic partner/agency, including RFP creation, review management, award, briefing, and ongoing strategic development.
• Own the relationship with the strategic partner, including strategic feedback and timeline management. Guide the positioning work, concepts, and development overall.
• Partner with Insights to develop a testing plan, execute research, and glean insights from the data to inform the strategic decisionmaking.
• Be the internal champion of the new BBC Select positioning. Help cement brand positioning language and explanation, roadshow and gain buy-in, and be the go-to on all implications from the new positioning, including naming, branding, marketing assets, and how it coheres with BritBox positioning.
• Author BBC Select Brand 101 onboarding deck and drive education.
• Spearhead RFP to bring on new partners in areas of Design, Creative, Creative Production or others.
• Partner with agency/creative team to land Brand Guidelines, including brand strategy, tone, character, and basic design parameters
• Author messaging framework for new BBC Select positioning through-funnel and over time so it’s clear how the brand communicates across channels and audiences. Collaborate extensively with Growth and Lifecycle Marketing teams. Post-launch, refine messaging framework across consumer journey as we learn in-market and optimize.
• Partner with the Editorial team, Growth Marketing and Creative teams to turn the positioning work into a go-to-market plan to re-launch BBC Select
• Work with BBC Select owners to define the brand ecosystem (owned platform or distributed on others) and support growth plans.
• Collaborate with BritBox Premier owners to integrate new BBC Select into BritBox Premier ecosystem
• Plot today/tomorrow applications to demonstrate brand stretch over time.
• Write ongoing creative briefs, run briefings, and ensure creative response is on-brief and on-time
• Help develop easy-to-use ‘design target’ profile with Insights team.
• Partner with the Creative team on concepting, shaping on-brief campaigns, and finding areas for differentiating creative executions.
• Support campaign planning with audience insight, map go-to-market plan, and lead coordination of cross-functional asset creation for total campaign.
• Continue to refine creative briefing templates and associated processes. Update corresponding playbook and socialize.
• Help lead development on new-to-world brand extensions, including but not limited to IRL Brand Activations, Brand partnerships, and other Brand applications.
• Clearly articulate and pressure test brand direction and help gain buy-in from cross-functional stakeholders