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Digital Group Programmatic Manager

  • Channel 4
  • London, UK
  • 19/11/2021

Job Description

Job Title: Digital Group Programmatic Manager 
Reports to: Programmatic Digital Lead
Department: Sales
Employment: Permanent 
Location: London


DEPARTMENT DESCRIPTION

The digital business is the fastest growing revenue function within C4 sales, delivering revenue growth of +37% YOY in 2021, following a period of sustained growth since the launch of a VOD product in 2008. 

In 2019, a new digital marketplace was launched, focused on the programmatic evolution of the AVOD platform All 4, and the launch of the Advanced Data Suite.

The digital marketplace is led by a team of digital specialists (the M4RKETS team) who sit outside the Agency & Client Sales matrix structure and who focus on delivering against an agency and client direct strategy. Both the programmatic evolution and the Advanced Data Suite have seen significant growth in revenues and industry recognition over the past two years and we are now looking for a digital specialist to join our award-winning team.


JOB PURPOSE

The Digital Group Programmatic Manager (DGPM) is a senior role which sits outside of the matrix and reports directly into the Programmatic Digital Lead. 

This role is pivotal in the support of delivering & executing against Channel 4’s ‘Future 4’ strategy, which for the first time is prioritising the growth of the digital business over linear ratings. There is a commercial objective to generate 30% of Channel 4’s revenue from digital advertising by 2025.

The DGPM’s role will be focused on two areas. Firstly, to continue to grow and develop the award-winning Advanced Data Suite of data led products. Secondly to continue to progress the programmatic evolution at Channel 4.

Key responsibilities relating to the Advanced Data Suite, will include working closely with the In-Matrix agency and client sales teams to grow existing client and agency relationships and drive new business through independent clients and agencies. The role also requires developing relationships and maintaining regular contact with our tech partners Mediarithmics and Infosum.  

Key responsibilities for the programmatic evolution include supporting the In-Matrix sales team with traded agencies and selling to video buying and programmatic teams, but also driving new business from independent and specialist digital agencies and clients.


KEY RESPONSIBILITIES
  • Support the Digital Lead in growing and developing C4’s Advanced Data Suite and Programmatic offering.
  • Sharing the advertising agency patch responsibility 50/50 alongside fellow Senior Group Programmatic Manager
  • Forecasting and delivering programmatic revenue against pre-defined targets set by the Deputy Head of Digital Innovation and 4Studio
  • Build a network of relationships with media agencies (video and programmatic buying teams) and clients
  • Work with in-matrix Group Digital Managers (GDMs) to deliver C4’s programmatic trading agreements
  • Help construct ongoing support and training for the wider business on all matters related to C4’s programmatic business and wider market trends.
  • Managing key DSP partner contacts and contract development. Work with them to develop key offerings to programmatic buying agencies and clients.
  • Agency Video and Programmatic Buying Teams – Working alongside the matrix teams provide full service management of the video and programmatic buying teams with a view to gaining +7 Net Promotor Scores.
  • Work with the Programmatic Digital Lead to Identify ad tech opportunities, working with internal product teams and suppliers to develop propositions across All 4 platforms and digital products.
  • Support the PDL to create regular high-level case studies and educational sales collateral for our programmatic and data led business
  • Represent Channel 4’s future digital strategy at industry events
  • Key sales of C4’s data match solution Brandmatch

ESSENTIAL EXPERIENCE & SKILLS
  • Established contacts within digital departments at digital media agencies, programmatic buying teams and clients.
  • An in depth understanding of the RTB Video advertising marketplace is essential
  • An understanding of the integrations and system set ups for the end to end automated buying/selling process (SSP/DSP integrations).
  • Understanding of the technical aspects of online including ad serving/delivery, TV convergence and cross platform advertising format innovation.
  • Solid understanding of data segmentation and matching capabilities essential
  • Strong understanding the DMP usage within the programmatic market 
  • Extensive online sales experience or experience working within a relevant team at a media agency is essential
  • Proven track record of delivering against commercial targets
  • Experience delivering presentations to senior agency / client stakeholders
  • An experienced creator and expert at delivering high impact presentations
  • Proven track record of developing, nurturing managing successful teams
  • Highly developed sales, diplomacy and negotiation skills
  • Effective at presenting to senior agency representatives and advertiser direct.
  • Ability to pitch data matched solutions to varying experience levels.
  • Solid knowledge and understanding of data matching solutions in Market, such as LiveRamp and ideally InfoSum. 

DESIRABLE EXPERIENCE & SKILLS
  • Demonstrable commercial operator that delivers against set targets
  • Ability to manage multiple stakeholders within organisation across multiple disciplines
  • A team player
  • High performance standards
  • The role is largely autonomous with the DGPM seeking Lead input for major decisions.
  • Coaching/mentoring responsibility for digital team as appropriate
  • This nascent business requires a flexible, pragmatic and above all tenacious approach to problem solving.
  • Complex negotiation skills are essential to resolve any conflict between stakeholders driving innovation and change.
  • Large strategic and reputation importance to Channel as C4 needs to be seen to be innovative in the digital space.
  • Able to simplify complex work and deliver in concise meaningful ways to the wider business.