Want to be part of one of the biggest digital transformations the BBC has ever undertaken? If you love digital, product marketing and CRM, we're looking for a Marketing Executive to join our BBC account marketing team.
The BBC is redeveloping its online services to give audiences a more personalised experience. At the core of this project is BBC account , the BBC's central identity management system, which unlocks a number of personalised services across multiple BBC websites and apps.
This specialist marketing role will be crucial in ensuring we continuously acquire new BBC account holders, educate them about the benefits of having a BBC account, and drive them to next best actions.
We also want to get our account users to sign into all of the BBC's online websites and apps, and give permission for us to contact them by email and push notifications.
This role will utilise registration data and message sequencing to power personalised journeys and timely onboarding communications across several marketing channels. Previous experience in CRM automation and early-stage funnel marketing for welcome or nurture programs is desired, but not essential.
You'll be working with numerous teams across the business, influencing and persuading stakeholders to see your ideas and make them happen.
Reporting to the Head of Marketing, BBC Account, you will support and execute BBC Account acquisition and onboarding campaigns.
Grow the number of users who sign into BBC online products by identifying gaps. Influence product, editorial and marketing teams to develop strategies (e.g. mandating sign-in to consume content) and activities (e.g. running competitions) to increase conversion.
Grow the number of users who give permissions to receive marketing communications, including email and push notifications, looking at various BBC online touch points that will help increase conversion. Influence product, editorial and marketing teams to deliver technical solutions and/or campaigns to meet objectives.
Deliver core messaging, working with copywriters and press office, to ensure a consistent narrative related to getting and using a BBC account. This messaging should include creating an account, onboarding new account users, welcoming users who sign into a new BBC product (e.g. iPlayer, Sounds, Sport, News, Bitesize), and policy uplifts (e.g. providing additional data) and explaining how the BBC uses personal and private data.
Write copy and choose images, keeping content on programme pages, subscription pages, and onboarding CRM up-to-date, and relevant for different age groups.
Utilise available data & segmentation models to best tailor the content of onboarding and re-engagement comms
Help produce regular onboarding performance reports and make recommendations for continuous improvement.
Work with an automation exec to set up set-up triggered, automated and sequenced CRM messaging with Salesforce Marketing Cloud for onboarding, inactive reminders and notice of account closure that runs across several channels (e.g. email & push notifications),.Work with an automation exec to set up and publish BBC account email service messages
Assist with wider team administration duties from time to time.
Are you the right candidate?
You can see the opportunities to grow the business, and where to focus the effort
You have resilience to keep going when you meet resistance, but inclusive enough to build strong stakeholder relationships to take on the journey
You're able to influence other teams who may have other agendas and work within organisational boundaries
Able to embrace change and make improvements in working practices
You're a collaborative worker who thrives working in an incredibly busy team
Efficient written and verbal communication, with good presentation skills
It is essential that you can write clear and engaging copy for digital channels (web, app, email).
You love all things email and data and have a willingness to learn about databases and utilising diverse data sets for segmentation and contact targeting.
You will be experienced in using CRM platforms (eg Salesforce Marketing Cloud) to set up sequenced messaging which runs across multiple channels such as email & push notifications
You'll have a logical mind-set, and analytic approach, able to evaluate ideas and information, and deconstruct complex business goals into specific deliverables, making use of data, rules & content to achieve the best onboarding experience that meets these goals
Experience with mobile push notifications and in-app messaging is desirable
Work closely with key stakeholders across the BBC, from iPlayer, Sounds, Homepage, Voice, Children's, Sport, News, DAE, BBC account, Insights, Marketing and Media Planning
Delivering multi-media marketing campaigns from brief to evaluation
Working with in-house and third party creative resources
Budget and project management experience, who is efficient use of resources
Ability to meet and set targets and deadlines whilst managing a wide range of concurrent activities.
Passion for and good understanding the of BBC's products, services and content
Contract type: Permanent
Location: London - Broadcast Centre (W12)
We're happy to discuss flexible working. Please indicate your choice under the flexible working question in the application . There is no obligation to raise this at the application stage but if you wish to do so, you are welcome to. Flexible working will be part of the discussion at offer stage.
Excellent career progression - the BBC offers great opportunities for employees to seek new challenges and work in different areas of the organisation.
Unrivalled training and development opportunities - our in-house Academy hosts a wide range of internal and external courses and certification.
Benefits - We offer a competitive salary package, a flexible 35-hour working week for work-life balance and 26 days (1 of 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.
About the BBC
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 in the document attached below.
Diversity matters at the BBC. We have a working environment where we value and respect every individual's unique contribution, enabling all of our employees to thrive and achieve their full potential.
We want to attract the broadest range of talented people to be part of the BBC - whether that's to contribute to our programming or our wide range of non-production roles. The more diverse our workforce, the better able we are to respond to and reflect our audiences in all their diversity.
We are committed to equality of opportunity and welcome applications from individuals, regardless of age, gender, ethnicity, disability, sexual orientation, gender identity, socio-economic background, religion and/or belief. We will consider flexible working requests for all roles, unless operational requirements prevent otherwise.
To find out more about Diversity and Inclusion at the BBC, please click here