Vice President, Marketing (Miami, FL)

Vice President, Marketing (Miami, FL, NBCUniversal)

Job Ref Number: 51579185

Marketing: Direct-to-Consumer, International Networks LatAm & DTC

Overview

We create world-class content, which we distribute across our portfolio of film, television, and streaming, and bring to life through our theme parks and consumer experiences.

We own and operate leading entertainment and news brands, including NBC, NBC News, MSNBC, CNBC, NBC Sports, Telemundo, NBC Local Stations, Bravo, USA Network, and Peacock, our premium ad-supported streaming service.

We produce and distribute premier filmed entertainment and programming through Universal Filmed Entertainment Group and Universal Studio Group, and have world-renowned theme parks and attractions through Universal Destinations & Experiences. NBCUniversal is a subsidiary of Comcast Corporation.

Here you can be your authentic self. As a company uniquely positioned to educate, entertain and empower through our platforms, Comcast NBCUniversal stands for including everyone.

We strive to foster a diverse, equitable and inclusive culture where our employees feel supported, embraced and heard. Together, we’ll continue to create and deliver content that reflects the current and ever-changing face of the world.

Job Description

This Vice President of Marketing is responsible for the strategic vision and tactical execution of promotional efforts within the distribution chain of partners to drive value for the NBCUniversal portfolio (which includes Universal+, Universal Premiere, Universal Cinema, Universal Crime, Universal Comedy, Universal Reality, Universal TV, Studio, USA, Telemundo Internacional, E! Entertainment, and CNBC International) and to assist the SVP of Affiliate Relations, Mktg & Creative in leading the company towards Direct-to-Consumer (DTC) initiatives.

The VP of Marketing will lead the regional marketing team, digital, brand, marketing operations and growth marketing team in driving a full end-to-end marketing strategy, responsible for both top-of-the-funnel/brand metric improvements and low-funnel/growth performance, working closely with Affiliate Sales & Distribution teams to develop initiatives that support NBCUniversal’s overarching subscriber, revenue, activation, and engagement goals. The VP of Marketing will lead a highly skilled team responsible for planning and implementing account-specific marketing initiatives.

This VP will define key marketing KPIs, manage the growth strategy and oversee all activities related to call center training, sales incentives, and coop campaigns with partners.

The successful candidate will be a performance-driven marketer with a deep understanding of the Pay TV and media landscape.

Job Duties

Develop and execute a comprehensive marketing strategy to promote pay TV channels, streaming platforms, and distribution via affiliates and VMVPDs.
Lead the marketing team in driving subscriber acquisition, retention, and engagement across multiple platforms.
Collaborate with affiliate partners to optimize distribution channels and maximize reach.
Prepare the company for a shift to a Direct-to-Consumer model by identifying key strategic initiatives and overseeing their implementation.
Develop and manage marketing campaigns tailored to each distribution channel and platform.
Analyze market trends, consumer behavior, and competitor activities to inform marketing strategies.
Lead and inspire a team of growth marketers, cultivating a data-driven mindset and a culture of experimentation and continuous improvement.
Develop and implement plans for VMVPD Customer Acquisition, Engagement, and Retention.
Lead the media strategy and execution as well as building the annual budget. Lead in full funnel attribution, manage performance campaigns, and oversee overall media plans in every region.
Coordinate with Universal+ leadership (products, data & analytics, and brand) on the development of the marketing tech stack and analytics tools.
Partner with In-house Creative Agency teams for performance creative assets.
Manage third-party agencies to successfully meet demands and goals.
Refine marketing attribution models and continually analyze the effectiveness of all demand-generating marketing channels to determine which efforts to scale or adjust.
Establish strong internal relationships with key cross-functional leadership within Universal+ Product Brand & Product Marketing to gain a deep understanding of our short-term and long-term business growth goals.
Successfully collaborate with Symphony cross-business marketing and content teams within the NBCUniversal TV & Streaming division to maximize acquisition and engagement opportunities back to Universal+.
Responsible for creating an annual marketing innovations plan designed to meet those goals, incorporating plans to measure the effect (ROI) of our efforts.
Rethink and propose innovative ways to create and produce existing activities, including events, client entertainment, talent, screenings, conference sponsorships, as well as the multi-regional Upfront.
Supervise the regional marketing team to ensure alignment in media strategy across LATAM and share best practices.
Work with affiliate sales and price and promotions teams to build a consistent call-to-action strategy for subscriber acquisition and retention.
Partner with the Insights team to initiate research and translate research findings into actionable creative and promotional strategies and brand tracking tools.
Work under the direct supervision of the SVP and be responsible for completing any other tasks as assigned by the supervisor.

Basic Qualifications:

Bachelor’s degree in a related field or equivalent work experience.
Minimum 10 years of experience developing and executing multi-faceted marketing campaigns at a media company and/or agency.
Must be fully fluent in English and Spanish (both written and verbal), Portuguese is a plus.
Proven experience in preparing, managing departmental budgets, developing strategic plans, and presenting in front of large audiences.
Exhibits ability to understand and utilize research and analytics data to create content and marketing plans.

Additional Requirements:

This position has been designated as hybrid, generally contributing from the office a minimum of three days per week. Interested candidates must submit a resume/CV through www.nbcunicareers.com to be considered.
Must be willing to work in Miami, FL.
Willingness to travel and work overtime, and on weekends with short notice (if applicable).
Must be 18 years or older.
Must have unrestricted work authorization to work in the United States.
Must be covered by Solutions, NBCU’s Alternative Dispute Resolution Program.

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🔥 RESEARCH & INSIGHT 🔥 :

NBCU's Industry Market Share

Amusement Parks (Market Share: 16.7%)
Media Streaming, Social Networks and Other Content Providers (Market Share: 15.6%)
Movie & Video Production (Market Share: 7.9%)
Television Production (Market Share: 38.1%)

As one of the world's premier entertainment portfolios, NBCUniversal International Networks & Direct-to-Consumer delivers quality content and compelling brands to over 160 territories across Europe, the Middle East, Africa, Latin America and Asia Pacific.

Delivering a full range of entertainment experiences to local audiences across the globe, the unique brands include UNIVERSAL TV, SYFY, E! Entertainment Television, 13TH STREET, DIVA, Studio Universal, Telemundo, Bravo and DreamWorks. Universal+ (a hybrid linear and non-linear service) aggregates the group's brands on affiliate platforms, offering subscribers both live programming and an extensive range of compelling VOD content, including territory premieres and full boxsets, available all in one place.

NBCU's direct-to-consumer activity outside the US includes hayu, the all-reality SVOD service available in 27 territories ‚Äì including the UK, Canada and across Europe and Asia Pacific ‚Äì as well as the upcoming launch of Peacock on Sky in late 2021.

NBCUniversal is one of the world's leading media and entertainment companies in the development, production, and marketing of entertainment, news and information to a global audience. NBCUniversal owns and operates a valuable portfolio of news and entertainment television networks, a premier motion picture company, significant television production operations, a leading television stations group, world-renowned theme parks, and a premium ad-supported streaming service.

NBCUniversal is a subsidiary of Comcast Corporation. Only as it pertains to NBC Universal, here's how Comcast's Q2 can be summed up:

NBA Partnership Importance: NBC Universal sees its partnership with the NBA as a significant strategic move, bringing a broad, diverse, and youthful audience to their platforms, enhancing both broadcast and streaming reach.
Year-Round Sports Programming: The nine-month NBA season fills programming gaps and complements NBC Universal’s existing sports coverage, including the NFL, Olympics, and other major events, establishing regular sports viewership traditions.
Revenue and Subscriber Growth: The NBA partnership is expected to boost ad sales by integrating NBA content with other marquee programming. It also aims to drive subscriber growth on Peacock and linear platforms.
Content Diversification and Innovation: The collaboration with the NBA offers NBC Universal opportunities to create new entertainment content and engage in marketing collaborations, tapping into the NBA's cultural relevance.
Advertising Market Stability: Despite fluctuations due to seasonality, NBC Universal feels confident about the stability and growth potential of the advertising market, especially with events like the Olympics on the horizon.

Here's why some of Comcast's Management's arguments about NBCU are weak:

Reliance on Sports for Peacock Growth: While sports are a proven driver for subscriber acquisition, the argument assumes that sports alone can sustain long-term growth for Peacock. This could be overly optimistic, as sports rights are costly and competition is fierce.
Broad Audience Assumptions: The claim that NBA content will attract a broad, diverse audience may overlook the segmentation within sports viewership. Not all Peacock or NBC viewers may be interested in basketball, which could limit the anticipated audience expansion.
Impact on Other Programming: The statement that NBA content will allow NBC to "rebalance programming" suggests a potential reduction in investment in other types of content. This could alienate viewers who prefer non-sports programming, thereby impacting overall viewership diversity.
Overemphasis on Cultural Relevance: While cultural relevance is important, relying heavily on this factor may not guarantee sustained engagement or revenue. The focus should perhaps be more on consistent content quality and innovation.
Vague Long-Term Goals: Statements about the long-term goals of balancing sports, entertainment, and news on Peacock are broad and lack specific, measurable targets. This vagueness makes it difficult to assess the strategy's potential success.

Current State of the Media Streaming, Social Networks, and Other Content Providers Industry:

Industry Growth and Shift: Media streaming has energized the entertainment industry, largely due to cord-cutting trends where consumers move away from traditional cable to streaming services. Revenue is projected to grow at a compound annual growth rate (CAGR) of 2.1% from 2024 to 2029, reaching $236.7 billion.
Market Dynamics and Competition: The increase in the number of streaming services has led to heightened competition, prompting significant merger and acquisition activity among top players. Key companies like Disney, AT&T, and Comcast are consolidating their market positions through strategic acquisitions and mergers.
Consumer Behavior: High cable costs and the appeal of cheaper, flexible streaming options drive consumers towards media streaming platforms. The demographic shift indicates that younger consumers are more likely to adopt streaming, whereas older consumers remain more loyal to traditional cable services.
Technological Advancements: Investments in high-resolution streaming technologies (e.g., 4K, 8K, HDR) and the use of AI for personalized content recommendations are driving innovation in the industry. Content Delivery Networks (CDNs) and edge computing are enhancing the efficiency and quality of streaming services, reducing latency and improving user experience.
Financial Performance: The industry's profit margin is 14.7%, with revenue growth expected to continue as more consumers adopt streaming services. Purchase costs for content licensing have increased due to competitive bidding wars, impacting overall profitability.
External Factors and Regulatory Environment: The shift to mobile internet has increased the accessibility of streaming services, further boosting subscription numbers. Regulation in the industry remains low but is gradually increasing, with legal challenges and high startup costs posing significant barriers to entry.
Future Outlook: The distinction between streaming and traditional TV is expected to blur, with hybrid models offering both live and on-demand content becoming more common. Ongoing consolidation is likely as companies seek to expand their market share and streamline content offerings.