Head of Branded Content - Leading Independent Production Company - The Guardian : Job Details

AW Media Recruitment are delighted to be partnering exclusively with this London based indie that pushes the creative boundaries of factual content.

They are now entering an exciting phase of growth. Their aim is to significantly increase its market offering by securing investment to take advantage of the current evolving market dynamics, where shifting viewing habits and ad spend present a tremendous opportunity for more agile companies like theirs.

Their immediate focus is on digital, digital branded content and brand funded programming to generate revenue and cash flow. Concurrently, their development team is creating ideas for the traditional commissioning market, which typically involves longer lead times.

The US market is their primary target, offering substantial opportunities with its expansive global networks, large audiences, and advanced AFP (advertiser-funded programming) infrastructure.

Initially, they aim to deliver high-quality programmes within the following factual subgenres for both digital and broadcast platforms:

• Travel and Adventure
• Specialist Factual
• Popular Science
• History with a Travel-Adventure Component
• Documentary Series
• Reality TV (returnable format)

Their mission is to grow from a boutique production house into a mid-sized company, recognised for producing high-quality factual programmes with international appeal across various platforms.

THE ROLE:

As the Head of Branded Content, you will be responsible for driving revenue growth by building partnerships, securing commercial opportunities, and overseeing the monetisation of branded content across both broadcast and digital platforms. This role requires a creative visionary with strong commercial acumen and a proven track record in the branded content, advertising, or entertainment industry. The ideal candidate will bring a blend of storytelling expertise and strategic sales leadership to maximise brand partnerships, sponsorships, and audience engagement.

In this pivotal position, you will create and implement innovative branded content strategies, developing brand-related concepts and program ideas that foster early-stage engagement with brands and advertisers while ensuring alignment between editorial integrity and brand objectives. With a background in branded entertainment and extensive agency and brand contacts, you will work closely with our development team to translate brand requests, objectives, and briefs into brand-funded entertainment. Subsequently, you will lead pitches to broadcasters and digital channels featuring integrated brand partnerships.

The Head of Branded Content will also play a key role in establishing long-term brand relationships, negotiating commercial terms, and securing brand-funded developments. With well-established relationships with broadcasters and digital channels engaged in branded entertainment, you will leverage these connections to maximize commercial opportunities for our partners, embedding their brands seamlessly into show content or digital media.

Given their focus on travel programming and digital content, relationships and contacts in the travel industry would be a valued bonus in this role, but this is not essential.

Key Responsibilities:

1. Revenue Generation and Sales Strategy

• Develop and Execute Commercial Strategy: Create a comprehensive strategy for the Branded Content segment to maximize revenue and establish high-value content partnerships.
• Identify Revenue Opportunities: Pitch the existing slate of branded programs and digital content to potential clients and sponsors to secure new business.
• Collaborate with Brands: Work with brands and the in-house development team to create branded shows and digital content that align with brand objectives.
• Set and Meet Sales Targets: Establish sales targets and ensure revenue goals are consistently met or exceeded.
• Negotiate Partnerships: Lead negotiations with brands and advertisers to secure long-term partnerships.
• Develop Pricing Models: Create competitive pricing structures for digital branded content packages that maximize profitability.
• Engage with U.S. and Global Brands: Identify brands with a strong U.S. presence that align with our programs to further develop intellectual properties and secure initial development funding.
• Oversee Monetization: Manage the monetization of branded content across both broadcast and digital platforms.

2. Client Relationship Management

• Primary Client Contact: Serve as the main point of contact for key clients and partners, fostering strong relationships with brands and agencies.
• Tailor Solutions to Client Objectives: Understand client goals and customize branded content solutions to meet their marketing and communication needs.
• Maintain Long-Term Relationships: Cultivate ongoing relationships with clients and agencies to ensure repeat business and explore upsell opportunities.
• Provide Performance Insights: Deliver regular updates, reports, and insights on campaign performance and return on investment (ROI).
• Participate in External Meetings: Attend and present at customer meetings, events, and functions to support business development, which may require regular travel.

3. Cross-Functional Collaboration

• Collaborate on New Ideas: Work closely with the development team to generate innovative, brand-funded concepts.
• Ensure Editorial Integrity: Partner with the creative and production teams to meet brand objectives while maintaining the editorial integrity of programs.
• Coordinate Legal Matters: Liaise with external legal counsel on contract negotiations and compliance issues.
• Manage Budgeting and Integration: Collaborate with production teams on budgeting and product integration efforts.

THE PERSON

You will have a proven track record of securing funding for branded content across both broadcast and digital platforms. With a keen eye for identifying commercial opportunities, you are passionate about transforming these prospects into successful funded productions.

Key Attributes: