Director, Brand Strategy

Job Title: Director, Brand Strategy

Location: New York

Company: BritBox International

Reporting to: VP, Brand & Creative

Contract Type: Full Time/Permenant

About Us

BBC Studios’ Direct-to-Consumer (DTC) business brings premium content directly to North American audiences through two distinctive streaming brands: BritBox and BBC Select.

BritBox, the ultimate streaming destination for British TV. We offer an unparalleled collection of thoughtfully curated entertainment—cleverly crafted and full of the charm, wit, and heart that define British storytelling.

Born from the BBC, our mission is to bring authentic British stories to our audiences. Launched in 2017, we are a small but mighty streamer that punches above our weight—available on every major platform and even featured among the bright lights of Times Square—and we’re just getting started.

BBC Select is a documentary streaming service that has been successfully operating since February 2021. It has established itself as the third-largest documentary streaming service in the US. With plans to expand through original commissions, territorial premieres, and new distribution platforms, BBC Select continues to serve a highly engaged audience that values educational, high-quality content. The integration of BBC Select into the DTC organization presents a strong opportunity to leverage shared capabilities, insights, and expertise to accelerate growth and enhance overall customer experience.

If you’re passionate about entertainment, thrive in a fast-paced environment, and want to play a meaningful role in our growth journey, this is your opportunity to be part of a dynamic Direct-to-Consumer business within BBC Studios, bringing the very best of British TV to fans everywhere.

Job Purpose:

As a speciality service, and not a hit machine, viewers trust BritBox to be a destination for a welcoming, yet perspective-shifting experience. Brand, therefore, is a core driver of why viewers continue to choose BritBox and stick with it. The Brand Strategy Director is the senior advocate of the brand at BritBox. They will represent the brand and its extensions internally, leading on the annual strategy narrative, always-on campaign briefs, guide multititle creative, and lead on RFPs for brand extension partners. They will keep the brand positioning and voice central to all workstreams so every part of the ecosystem feels inspired and accountable for the BritBox brand. With a strong understanding of commercial realities and a confident grasp of strategic frameworks, they will be able to guide where decision-making can and should be brand-led, and where it is a consideration but not the deciding factor.

Responsibilities:

BritBox Brand Fundamentals

• Own the definition and overall stewardship of the brand.

• Ensure the brand positioning remains relevant, substantiated and understood.

• Maintain all foundational brand documents and oversee brand templates, including briefs, decks and boilerplates. Run briefings and onboarding sessions, including Brand 101s for new joiners.

• Partner with the copy team on key brand lines and expressions, including the proposition, copy and tagline for BritBox Premier.

• Own the strategic development and maintenance of the visual identity. Understand the ecosystem and maintain brand consistency across user journeys and internal touchpoints.

• Maintain a baseline understanding of the commercial context and marketing performance so brand decisions remain commercially informed.

Insights Expertise and Accountability

• Regularly partner with Insights on brand tracking and act as the go-to person for brand KPIs and key metrics across sources. Provide regular, reliable updates on brand metrics and proactively incorporate brand insights into every brief.

• Own the consumer profile and refine the definition of our target prospect audience. Maintain a deep and regularly refreshed understanding of the Well-Watched.

• Build and share knowledge of the entertainment category and competing brands. Provide regular competitive updates and inspiration for the Creative and MARCOMMS teams.

Creative Campaign Development

• Develop and oversee campaign briefs, including briefing decks that clearly outline objectives, KPIs, past insights and inspiration.

• Schedule and run pre-briefs and briefings.

• Own brand stunts and partner on title and collection stunt campaigns.

• Guide initial concept development on key briefs and own the distilled strategy for creative development.

• Own high-level campaign plans, including pre-, during- and post-campaign goals and key channels, alongside campaign recaps and learnings in partnership with Production.

Brand Expansion & New Territories

• Support research into new lines of business and brand expansion by drafting stimulus materials, including new concepts, positioning and copy lines, and distilling learnings to inform core messaging.

• Provide strategic leadership for brand extensions, including brand partnerships, stunt activations and events.

• Where appropriate, draft RFPs and lead reviews of potential brand partners. Run initial briefings, consolidate feedback and manage ongoing partner relationships.

• Onboard and train a Brand Marketing Associate Manager to support campaign coordination and partner management.

BritBox Premier Stewardship

• Provide brand stewardship and leadership across new brand territories and overall brand value workstreams, including BritBox Premier.

• Partner on the Premier workstream, suggesting strategies and copy in response to business pivots.

• Partner on the “surprise and delight” strategy to reward existing members and help them recognise the value of the tier.

Knowledge and Experience:

Core Capabilities

• Expertise in drafting smart, comprehensive briefs that include KPIs, learnings from previous campaigns and inspiration from within and beyond the category.

• Ability to interpret data, identify learnings and insights, and apply them to a specific challenge.

• Confidence and fluency in building rationales, strategies and insightful briefing decks.

• Excellent verbal and written presentation skills, with the ability to tailor content to the audience and time available.

• An adaptable approach to thinking, moving between inspiring creative ideas, realistic project plans and data analysis.

• Excellent collaboration skills, working easily across functions while respecting ownership and existing ways of working. Ability to build processes and roles that fit established workflows, recognise when to defer and navigate challenging business conversations constructively.

• An egoless player-coach approach: a resourceful, willing partner who can lead or support a project as needed, from annual planning and new brand territories to delivering a specific brief.

• A clear understanding of the briefer’s role in relation to cross-functional partners, with the ability to proactively secure appropriate input.

• A proactive and intuitive approach to managing stakeholders and competing priorities, using their time effectively and allowing sufficient time for review and revisions.

Core Skills & Experience

• Extensive experience as a strategist, including at least two years in entertainment. Agency experience is desirable but not essential.

• Comfort with ambiguity and the ability to independently establish a clear direction with conviction.

• Professional maturity: presenting ideas with conviction, remaining open to feedback and recognising when to seek help or identify barriers and inconsistencies.

• Excellent organisational and time-management skills, with proactive planning and the ability to reliably manage a substantial workload.

• Confidence using AI tools to improve efficiency and develop synthesised strategies.

• Willingness to work in the office three days per week.

• Strong experience guiding creative campaigns and working with creative personalities, alongside an appreciation of the creative process.

• A passion for television. An interest in British television or culture is a plus.
  
  Salary Range: up to $160k base salary + competitive benefits + bonus potential

Please note that the salary range is intended to give as an indicator of the salaries that could be attributed to the breadth or experience for a given role. All candidates will be measured based on their level of experience.

Our Values

Our BritBox Global Values not only represent our culture but also ensure that we have principles that shape everything we do. Defined by our employees, they are not just words on a page, but the foundation of how we work together, every day.

Our values have been cascaded into specific behaviours, which are embedded into all of our people processes, including hiring, onboarding, performance evaluation and feedback.

We are proud of our values and seek to hire people who resonate with them

This job spec is not exhaustive and may change from time to time in line with the evolving nature of a dynamic and growing business.