Global Head of Brand and Marketing, Bluey

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 Eastenders, 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

Bluey is one of the biggest and fastest growing pre-school brands in the world, one of the most watched TV shows in the world and a huge cultural phenomenon. Kids, adults and celebs alike are part of our engaged global fanbase, with huge excitement building around the upcoming movie release.

Bluey continues to grow beyond the TV screen and at retail, bringing new experiences to fans. around the world – with immersive experiences across the US such as Bluey x CAMP, Bluey presence at CBeebies Land in the UK and the immersive Bluey’s World in Brisbane. Bluey was brought to the world 6 years ago and our mission is to build brand strength and commercial success, all with the quality and craft the brand represents.

THE ROLE

The Global Head of Brand and Marketing will feed into the development of the global brand strategy and long-range plans whilst leading the development and implementation of the annual brand and marketing plans. They are accountable for partnering with key stakeholders across all lines of business (digital, licensing, product and content teams) and priority regions/growth markets, to maximise revenue growth. They set the standard for themselves, the business and the team in providing direction, leadership and management of direct reports and key stakeholder relationships.

• Strategic Growth Leader: you will lead the execution of the 5-year strategic brand plan, creating and driving the development of a detailed 2-year full-franchise executional plan to drive
• commercial success
• Commercial Orientation: you will support the Director to maximise brand commercial opportunities, across key lines of business, by working collaboratively with all content and cross-functional commercial teams to identify strategic revenue growth opportunities for Brands &
• Licensing, aligning your efforts around key brand-led and cultural moments for consumers and partners
• Insight-Led: in this role you will be the voice of the audience and in doing so you will ensure all plans and activities are rooted in insight, briefing and recommending on insight needs as required. You will work closely with the data and insight team to create franchise plans that will grow audiences and meet consumer needs., and you will play an influencing role with the editorial/product teams’ to align decision making with marketing opportunities
• B2B Activation: you will identify key brand themes in conjunction with internal and external stakeholders to drive brand freshness and excitement with trade partners. Collaborate with product teams to rally behind themes that drives awareness, consideration and intent to
• purchase.
• Global Brand Leadership: this role requires you to build strong relationships with priority local/regional teams and take ownership of global to local eco-system to ensure alignment in delivery of key objectives for the brand, and provision of support to ensure local teams plan and execute successfully against aligned KPI’s
• Asset Creation: Develops effective brand communication tools (decks, sizzles, KPIs status updates, quarterly global updates etc) that provide full-franchise state of the brand, SWOT, solutions to challenges and communicates plans.
• Franchise Leadership: Significantly contributes to bi-annual internal Franchise Performance Reviews by sharing results and insights, alongside Brand Performance Reviews for external
• stakeholders
• External Orientation: you are naturally curious and stay close and connected to the external environment. You track competitor brand development, trends (consumer, market and industry) and bring this external orientation and best practise into the team.

Brand Management

• Understands deeply the brand foundations and develops tools that clearly communicate: Audience profile, experience and segmentation, Full Brand DNA, Identity and Architecture
• Utilises brand foundations to build audience segmentation and develops brand and marketing communication strategy and plans to unlock each segment
• Evaluate brand performance regularly and recommend changes to brand foundations and brand plans as required to maintain relevancy and audience perceptions
• Become an evangelist and expert in brand, and act as key brand guardian across the business
• Be able to clearly articulate the brand architecture and work with internal and external stakeholders to deliver against brand promise in all consumer touchpoints
• Lead team to develop and update 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 the brand, activate the brand and evolve the brand, staying abreast of consumer needs and trends

Marketing – Delivery and Evaluation

• Deeply understands and cares about the revenue growth drivers for Brands & Licensing and leads delivery of Global Bluey plans/activities in that context, being literate in digital and retail shopper data to enable activation of relevant levers to drive opportunities
• A key contributor to the Strategic Planning process by understanding the priorities of your respective editorial colleagues
• Accountable for leading a team to achieve 100% compliance of campaigns, ensuring that BBC Editorial Guidelines are followed
• Leads on liaising with editorial and product teams on events/partnerships and delivers through the team resources (where appropriate within the marketing mix)
• Responsible for selecting creative route for major campaigns, assessed against the creative brief
• Manages and mitigates risks and issues, escalating when needed
• Responsible for working with key partners (eg Digital team) to create and measure delivery of all media plans, assessing this against the creative brief objectives
• Directs and shapes the delivery of effective creative work that reflects brand guidelines
• Accountable for the full marketing deliverables in their team – plans, briefs, assets, reviews, relationships, and results
• Ensures all campaigns are optimised to deliver maximum value to the BBC across the lifecycle of the content
• Oversees all creative briefs in their team, and writes more complex, major briefs for our biggest, most impactful campaigns (consumption, perception, brand)
• Responsible for selecting creative route for all briefs within their team; and influence final selection for major briefs
• Ensures campaign insight is appropriate and compelling enough for every brief generated by the team
• Responsible for ensuring post campaign reviews are regularly carried out in a timely way, shared with key stakeholders, and ensuring that results and learnings are captured and applied by the team to future campaigns
• Reviews collective campaign performance across their team to ensure the output is delivering against the objectives of the Marketing Plan
• Work cohesively with 2nd ‘Head of…’ to ensure alignment between all brand and marketing plans

Leadership, Relationships and Development

• Sets priorities for direct and indirect reports, in conjunction with the overall priorities agreed with Director, managing team resources effectively to ensure delivery
• A whizz at cross functional leadership and partnership, working with cross functional partners within B&L to create plans that will build the brand, fandoms and revenue growth
• Line-manage direct reports
• Manage all team resources effectively against the changing priorities of the business.
• Establish strong relationships with peers in Editorial and Product teams.
• Deputise for Director of Global Brand & Marketing when required.
• Simplify plans, messages, and direction for the team to provide as much clarity as possible, removing uncertainty and blockers.
• Lift the ambition of the team to encourage innovation and risk-taking in their work, to advance our marketing discipline and achieve more impact. Create the right culture to take calculated risks, and encourage learning from each campaign, and then application of learning.
• Understands the BBC’s Mission to inform, educate and entertain.
• Lives the BBC Values, and contributes to making the BBC a fantastic place to work.
• Follows the BBC’s policies on diversity and inclusion when hiring and managing others, and encourages and diversity of thinking across the team.
• Builds highly effective relationships with Heads of Marketing, and editorial stakeholders as appropriate

WHAT DOES IT TAKE?

The Head Global Brand & Marketing is expected to have significant brand management, franchise management, brand marketing in a commercial context, as well as content marketing experience at a Global / multi market level. This could be specifically within the media industry or an industry with similar scale and complexity, plus significant management experience of leading a team.

Key Criteria

• A record of strategic, commercial and creative success gained at a senior level
• Demonstrates the management and development of consumer brands, using advanced marketing techniques
• A best-in-class leader in working collaboratively across every commercial touchpoint in a business to drive growth and success of a entertainment brand
• Measurable success in developing and executing brand-led and content-led marketing campaigns
• Experience in rallying teams behind a common vision
• Understanding of competitive landscape and able to react accordingly to maintain competitive edge
• An expert in relationship management and negotiation
• A creative mind to deliver impactful global brand campaigns and brand growth plans, as well as creativity in overcoming barriers
• Demonstration of knowledge of qualitative and quantitative research techniques & understanding of what data is suitable to form the genesis of a campaign brief and guides the team

Desirables 

• Excellent communication skills across all organisational levels
• A motivational and supportive team leader
• An embracer and instigator of change
• Self-reliant, resilient and proactive. Able to manage self and others within a complex matrix environment with shared responsibilities across the BBC

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: 22195

Band: E

Salary: Competitive

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
• 26 days holiday (plus an additional day which is a Corporation Day) with the option to buy an extra 5 days
• Parental leave for new parents, regardless of gender, of up to a year with 18 weeks fully paid
• A defined contribution pension scheme with employer contributions up to 10% and life assurance (at 4 times annual salary), eligibility for discounted dental, health care, gym and much more through salary sacrifice
• 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.

Please note: If you were to be offered this role, the BBC will conduct Employment screening checks which include Reference checks; Eligibility to work checks; and if applicable to the role, Safeguarding and Adverse media/Social media checks. Any offer made is conditional on these checks being satisfactory.

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 Eastenders, 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

Bluey is one of the biggest and fastest growing pre-school brands in the world, one of the most watched TV shows in the world and a huge cultural phenomenon. Kids, adults and celebs alike are part of our engaged global fanbase, with huge excitement building around the upcoming movie release.

Bluey continues to grow beyond the TV screen and at retail, bringing new experiences to fans. around the world – with immersive experiences across the US such as Bluey x CAMP, Bluey presence at CBeebies Land in the UK and the immersive Bluey’s World in Brisbane. Bluey was brought to the world 6 years ago and our mission is to build brand strength and commercial success, all with the quality and craft the brand represents.

THE ROLE

The Global Head of Brand and Marketing will feed into the development of the global brand strategy and long-range plans whilst leading the development and implementation of the annual brand and marketing plans. They are accountable for partnering with key stakeholders across all lines of business (digital, licensing, product and content teams) and priority regions/growth markets, to maximise revenue growth. They set the standard for themselves, the business and the team in providing direction, leadership and management of direct reports and key stakeholder relationships.

• Strategic Growth Leader: you will lead the execution of the 5-year strategic brand plan, creating and driving the development of a detailed 2-year full-franchise executional plan to drive
• commercial success
• Commercial Orientation: you will support the Director to maximise brand commercial opportunities, across key lines of business, by working collaboratively with all content and cross-functional commercial teams to identify strategic revenue growth opportunities for Brands &
• Licensing, aligning your efforts around key brand-led and cultural moments for consumers and partners
• Insight-Led: in this role you will be the voice of the audience and in doing so you will ensure all plans and activities are rooted in insight, briefing and recommending on insight needs as required. You will work closely with the data and insight team to create franchise plans that will grow audiences and meet consumer needs., and you will play an influencing role with the editorial/product teams’ to align decision making with marketing opportunities
• B2B Activation: you will identify key brand themes in conjunction with internal and external stakeholders to drive brand freshness and excitement with trade partners. Collaborate with product teams to rally behind themes that drives awareness, consideration and intent to
• purchase.
• Global Brand Leadership: this role requires you to build strong relationships with priority local/regional teams and take ownership of global to local eco-system to ensure alignment in delivery of key objectives for the brand, and provision of support to ensure local teams plan and execute successfully against aligned KPI’s
• Asset Creation: Develops effective brand communication tools (decks, sizzles, KPIs status updates, quarterly global updates etc) that provide full-franchise state of the brand, SWOT, solutions to challenges and communicates plans.
• Franchise Leadership: Significantly contributes to bi-annual internal Franchise Performance Reviews by sharing results and insights, alongside Brand Performance Reviews for external
• stakeholders
• External Orientation: you are naturally curious and stay close and connected to the external environment. You track competitor brand development, trends (consumer, market and industry) and bring this external orientation and best practise into the team.

Brand Management

• Understands deeply the brand foundations and develops tools that clearly communicate: Audience profile, experience and segmentation, Full Brand DNA, Identity and Architecture
• Utilises brand foundations to build audience segmentation and develops brand and marketing communication strategy and plans to unlock each segment
• Evaluate brand performance regularly and recommend changes to brand foundations and brand plans as required to maintain relevancy and audience perceptions
• Become an evangelist and expert in brand, and act as key brand guardian across the business
• Be able to clearly articulate the brand architecture and work with internal and external stakeholders to deliver against brand promise in all consumer touchpoints
• Lead team to develop and update 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 the brand, activate the brand and evolve the brand, staying abreast of consumer needs and trends

Marketing – Delivery and Evaluation

• Deeply understands and cares about the revenue growth drivers for Brands & Licensing and leads delivery of Global Bluey plans/activities in that context, being literate in digital and retail shopper data to enable activation of relevant levers to drive opportunities
• A key contributor to the Strategic Planning process by understanding the priorities of your respective editorial colleagues
• Accountable for leading a team to achieve 100% compliance of campaigns, ensuring that BBC Editorial Guidelines are followed
• Leads on liaising with editorial and product teams on events/partnerships and delivers through the team resources (where appropriate within the marketing mix)
• Responsible for selecting creative route for major campaigns, assessed against the creative brief
• Manages and mitigates risks and issues, escalating when needed
• Responsible for working with key partners (eg Digital team) to create and measure delivery of all media plans, assessing this against the creative brief objectives
• Directs and shapes the delivery of effective creative work that reflects brand guidelines
• Accountable for the full marketing deliverables in their team – plans, briefs, assets, reviews, relationships, and results
• Ensures all campaigns are optimised to deliver maximum value to the BBC across the lifecycle of the content
• Oversees all creative briefs in their team, and writes more complex, major briefs for our biggest, most impactful campaigns (consumption, perception, brand)
• Responsible for selecting creative route for all briefs within their team; and influence final selection for major briefs
• Ensures campaign insight is appropriate and compelling enough for every brief generated by the team
• Responsible for ensuring post campaign reviews are regularly carried out in a timely way, shared with key stakeholders, and ensuring that results and learnings are captured and applied by the team to future campaigns
• Reviews collective campaign performance across their team to ensure the output is delivering against the objectives of the Marketing Plan
• Work cohesively with 2nd ‘Head of…’ to ensure alignment between all brand and marketing plans

Leadership, Relationships and Development

• Sets priorities for direct and indirect reports, in conjunction with the overall priorities agreed with Director, managing team resources effectively to ensure delivery
• A whizz at cross functional leadership and partnership, working with cross functional partners within B&L to create plans that will build the brand, fandoms and revenue growth
• Line-manage direct reports
• Manage all team resources effectively against the changing priorities of the business.
• Establish strong relationships with peers in Editorial and Product teams.
• Deputise for Director of Global Brand & Marketing when required.
• Simplify plans, messages, and direction for the team to provide as much clarity as possible, removing uncertainty and blockers.
• Lift the ambition of the team to encourage innovation and risk-taking in their work, to advance our marketing discipline and achieve more impact. Create the right culture to take calculated risks, and encourage learning from each campaign, and then application of learning.
• Understands the BBC’s Mission to inform, educate and entertain.
• Lives the BBC Values, and contributes to making the BBC a fantastic place to work.
• Follows the BBC’s policies on diversity and inclusion when hiring and managing others, and encourages and diversity of thinking across the team.
• Builds highly effective relationships with Heads of Marketing, and editorial stakeholders as appropriate

WHAT DOES IT TAKE?

The Head Global Brand & Marketing is expected to have significant brand management, franchise management, brand marketing in a commercial context, as well as content marketing experience at a Global / multi market level. This could be specifically within the media industry or an industry with similar scale and complexity, plus significant management experience of leading a team.

Key Criteria

• A record of strategic, commercial and creative success gained at a senior level
• Demonstrates the management and development of consumer brands, using advanced marketing techniques
• A best-in-class leader in working collaboratively across every commercial touchpoint in a business to drive growth and success of a entertainment brand
• Measurable success in developing and executing brand-led and content-led marketing campaigns
• Experience in rallying teams behind a common vision
• Understanding of competitive landscape and able to react accordingly to maintain competitive edge
• An expert in relationship management and negotiation
• A creative mind to deliver impactful global brand campaigns and brand growth plans, as well as creativity in overcoming barriers
• Demonstration of knowledge of qualitative and quantitative research techniques & understanding of what data is suitable to form the genesis of a campaign brief and guides the team

Desirables 

• Excellent communication skills across all organisational levels
• A motivational and supportive team leader
• An embracer and instigator of change
• Self-reliant, resilient and proactive. Able to manage self and others within a complex matrix environment with shared responsibilities across the BBC

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: 22195

Band: E

Salary: Competitive

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
• 26 days holiday (plus an additional day which is a Corporation Day) with the option to buy an extra 5 days
• Parental leave for new parents, regardless of gender, of up to a year with 18 weeks fully paid
• A defined contribution pension scheme with employer contributions up to 10% and life assurance (at 4 times annual salary), eligibility for discounted dental, health care, gym and much more through salary sacrifice
• 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.

Please note: If you were to be offered this role, the BBC will conduct Employment screening checks which include Reference checks; Eligibility to work checks; and if applicable to the role, Safeguarding and Adverse media/Social media checks. Any offer made is conditional on these checks being satisfactory.

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