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Digital Creative Unit (DCU) Commercial Lead (Leeds)

Posted: 19 Jul 2019 Closes: 31 Jul 2019
Central Leeds Competitive
Variable 5270

Job Title: Digital Creative Unit (DCU) Commercial Lead
Department: Ad Sales / DCU
Reports To: Branded Entertainment Leader (dotted line into Head of Digital Creative Unit)
Location: Leeds


DEPARTMENT DESCRIPTION
Channel 4’s Digital Creative Unit (DCU) is a critical step towards a digital-first Channel 4, helping to transform the UK’s digital cultural landscape just as
Channel 4 has helped transform the production sector to date. It will represent new ideas, talent and formats that reflect Channel 4’s innovative, distinctive,
alternative, diverse voice and will be the engine room for C4’s digital acceleration strategy.

The DCU will focus on building a digital-first content proposition – re-setting Channel 4’s approach to engaging and influencing Youth audiences in the places
where they spend time, with content created or tailored to maximise reach and viewing on those platforms. It will bring in-house the critical cutting edge knowledge
and capabilities required to drive success on social media platforms, enabling future creative and commercial innovation and will test new commercial approaches,
such as branded entertainment and e-commerce. Its output is therefore likely to include a mix of: original engagement-focused pieces and original short content
(some of which may be developed into linear shows); branded content; and clips of existing content for social platforms, currently carried out for marketing purposes.

This content initially will be created through a mix of in-house editing (for marketing clips) and commissioning production companies and freelancers. As the DCU
commissioning team becomes established we expect the content production to begin to move in-house, supported by a dedicated Branded Entertainment Commissioning head,
together with influencer marketing and content distribution teams.

It is expected that the DCU will reflect, but not be bound by, C4’s wider editorial strategy. It will have its own ring-fenced budget and is expected to develop new
approaches to commissioning that are faster, cheaper and more ‘democratised’. Data will sit at its heart.

The DCU will be based in C4’s new National HQ in Leeds and is a key component of C4’s regional strategy, creating creative job opportunities outside London and
expanding the diversity of our creative contribution.

JOB PURPOSE
The DCU Commercial lead will be a digital entrepreneur with a self-starting attitude who will be the enabler and first mover in defining the DCU’s commercial opportunities
and approach to market. This is a significant and important commercial role whereby the DCU commercial lead will need to identify the immediate, medium and long-term
commercial opportunities, which we expect to be primarily focussed in the areas of Advertiser funded content that will be primarily delivered across C4’s expansive social
footprint across Facebook, YouTube and emerging platforms such as SnapChat. Over time we expect DCU commercial revenues to further expand into areas of e-commerce and off-
platform content distribution.

The DCU Commercial lead, working in partnership with the Head of DCU and London Commercial team will be required to set realistic and achievable commercial targets, and
have a deep understanding of the digital commercial ad-funded landscape across the UK agency and client base.

Working closely with DCU commissioning/creative and social distribution teams, the DCU commercial lead will need to establish a commercial framework and approach to market
that is deliverable and scalable within the constrains of the existing DCU resource infrastructure.

Taking responsibility for helping drive the commercial strategy of the unit, the DCU Commercial Lead will be given autonomy from existing C4 structures/approaches, but the
role nevertheless will report directly into the London commercial team providing a critical link between the DCU and Ad-Sales. As well as being an entrepreneurial and
impressive commercial innovator, the role requires someone who is collaborative and who can quickly build strong cross-organisational relationships.

The role requires experience of developing effective advertiser-funded solutions for brands, managing the commercial deal framework, execution and delivery of content
that is distributed on owned & operated and social platforms. The individual must be experienced in executing these types of deals at scale, by engaging with the
appropriate (primarily London based) Client and Agency contacts who are already active in this market and investing on behalf of their clients on competitor platforms
such as; Ladbible, Joe Media and Jungle Creations

The individual will need to be able to navigate the complex relationships between commercial and creative teams, executing successful partnerships with a mutually
beneficial outcome both creatively (delivering audience & attention) to the content as well as commercial results.

The individual (in support of the Branded Entertainment Leader) will be expected to establish a team of commercial heads based in London and will be further expected to
also support the leadership of the Branded Entertainment commissioner, as well as the social distribution and influencer marketing team. Experience & knowledge in delivering
support and leadership to this Digital native cohort will be an absolute necessity.

KEY RESPONSIBILITIES
• Set a clear commercial strategy, help define the go-to-market approach for commercially funded content externally to market, with the future objective to expand
the commercial activities into other areas such as e-commerce and social distribution
• Expected to deliver against commercial targets set by Head of Digital & Partnerships / Head of DCU
• Provide commercial leadership and decision-making
• Identify, recruit, nurture the hottest digital commercial talent
• Build a network of the best commercial partners with media, creative agencies and direct with clients
• Use audience data to inform and optimise the commercial proposition
• Oversee creative, operational stakeholder management within DCU to deliver the best results
• Protect and enhance the C4 brand
• Build a collaborative, innovative, learning, digital-first culture
• Enshrine the C4 I&D objectives in the team

ESSENTIAL EXPERIENCE & SKILLS
• Deep understanding of developing advertiser funded content solutions market in this new emerging Digital social market, an established ‘digital native’
• Proven track record of building commercial business plans and delivering against them
• Experience in a range of digital/video commercial deals, from briefing inception to campaign delivery and execution
• Established networks/contacts with media/creative agencies and clients
• Sophisticated understanding and use of social data
• Involvement in, or significant exposure to, brand creation and management
• Experience of overseeing multiple commercial work-streams and volume of simultaneous projects
• Talent nurturing
• Team management

COMPETENCIES/BEHAVIOURS
• Demonstrable commercial innovator with proven entrepreneurial spirit
• Able to articulate a commercial vision and execute it
• Risk-taker, self-starter ability able to challenge but proven collaborator
• Ability to manage multiple stakeholders within organisation across multiple disciplines
• Ability to problem solve, handle competing priorities
• High performance standards
• Excellent and inspiring people manager who can build a new team and structure
• Comfortable working in a highly matrixed ‘mixed discipline’ team environment
• Comfortable working with ambiguity and managing a range of stakeholders

Channel 4

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