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JOB DESCRIPTION
Job Title Marketing Executive BBC iPlayer
Date
September 2014
BBC Grade
Division
Marketing and Audiences, Future Media
Location
London
Line Manager
Marketing Manager
Direct Reports
None
Budgetary
Responsibility
7
In some areas
Role Context
The Marketing Executive assists the Marketing Manager in the development of the marketing
strategy and plans for BBC iPlayer, as well as managing the delivery of marketing materials across a
range of platforms.
Purpose of the Role
The role will work in-house and through creative agencies, 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 all communications deliver on the
overarching BBC iPlayer brand strategy, and with the Media Engagement and Audiences teams to
ensure that the most effective media channels are utilised, and evaluated.
Key Accountabilities
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Assist the BBC iPlayer Marketing Manager and Head of Marketing in working upstream with
stakeholders, shaping product development and the BBC iPlayer commissioning strategy, and
help manage stakeholders.
Contribute to the development of annual strategic marketing plans and support the Marketing
Manager and Head of Marketing in the implementation of this plan.
Support the delivery of all campaigns in line with brand guidelines to ensure creative
consistency.
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Support the creation of briefs that ensure that campaigns meet the highest creative standard.
As part of an integrated Marketing, Audiences and Comms team, develop relevant, integrated
and cost effective cross media marketing campaigns for BBC iPlayer to deliver creative
excellence against campaign briefs, audience reach targets and brand objectives.
Establish great working relationships with colleagues in Audiences and Media Engagement
teams to ensure clarity of positioning, and ensure effective translation of BBC iPlayer brand
objectives into creative output.
Evaluate and learn through ensuring appropriate analysis and measurement of campaigns
Contribute to regular reviews with colleagues and stakeholders to review marketing output,
and competitor work.
Liaise with Audience Research and Media Planning to prepare post-campaign evaluations
Know the budget allocation and ensure campaigns are delivered within budgets and within
agreed timeframes.
Ensure all marketing and communications activity is correctly complied (as per BBC Brand
guidelines) and is in line with BBC Editorial Guidelines.
Deputise for the Marketing Manager when required.
Manage and mitigate risks and resolve and escalate issues as required.
Keep ahead of developments in the field of marketing and technology/digital trends,
maintaining links with the industry and incorporating into marketing plans where possible.
General
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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 M&A a fantastic place to work and to attract and motivate the best
people.
Skills, Experience and Qualifications
Skills and Knowledge
• A demonstrable interest in marketing digital services or products and leading digital and
social campaigns
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A deep understanding of marketing techniques including qualitative and quantitative
analysis
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An impressive record of creative achievement and driving creative innovation from team
members
Strong project management and budget management
A highly analytical approach, able to critically evaluate ideas and information
Effective written and verbal communication, with good presentation skills
Able to embrace change, and make improvements to working practices
A successful team player, able to manage self, campaigns and campaign teams within a
complex matrix environment
A level of interpersonal and communication skills sufficient to enable the post holder to
influence senior internal and external stakeholders.
Understanding of editorial and other compliance policies
Understanding of BBC Brands, knowledge of the broadcasting industry and a
demonstrable interest in its output
Experience
The Marketing Executive will be expected to have gained marketing experience within the
broadcasting or online industry or an industry within a similar brand facing business. In this context
they will need to demonstrate knowledge and successful experience of:
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• Delivering multi-media campaigns
leading the way in new digital and social media campaigns
Working with in-house and third party creative resources
budget management and ensuring the efficient use of resources
driving collaboration across organisational boundaries
managing critical stakeholder relationships
Competencies
• Leading creativity: fosters imagination, creativity and experimentation, takes and promotes
considered risks, celebrates creative successes and learns from failure, shows openness to
alternative ways of doing things.
• Collaborating across boundaries: challenges systems, processes and people that block
collaboration, connects people, ideas, processes and issues, sets an example by sharing
resources, knowledge, ideas and skills across the organisation, builds helpful productive
relationships across the organisation.
• Communication: excellent interpersonal and communication skills with ability to get
message across by adopting a range of styles, tools and techniques appropriate to the
audience and nature of information.
• Influencing & Persuading: able to present sound and well-reasoned arguments to convince
others. Can draw from a range of strategies to persuade people in a way that results in an
agreement or behaviour change.
• Strategic Thinking: demonstrable strategic thinking skills, ability to identify a vision along
with the plans which need to be implemented to meet the end goal. Evaluates situations
and ability to translate analytical information for problem solving/development and to
reach decisions and identify issues to address in the short, medium and longer-term
• Using External Thinking: builds bridges with useful organisations and innovative thinkers,
keeps up to date with developments in their field, responds to the demands of our
commercial environment, relishes feedback and responds honestly to what our audiences
and customers have to say.
FLEXIBILITY
Many Staff in the Marketing team provide dedicated support to a particular service or genre. There
is a requirement, however, for all staff to work flexibly across all media and genres. This includes
contributing to ad hoc projects or providing longer term support in a different area. Any changes
will be discussed with the individual concerned taking into account their interests and abilities.