Social Monetisation Lead (IC)

Vacancy No

VN2894

Location City

London

Location Country

United Kingdom

Job Description

Department : Advertiser Strategy

Reporting to : Head of Advertiser Strategy

Location : London

Status : Permanent

Job Grade : M

DEPARTMENT DESCRIPTION

The Advertiser Strategy team helps advertisers connect with Channel 4's audiences, content and platforms through innovative commercial opportunities and market-leading advertising solutions. Bringing together expertise in commercial marketing, branded entertainment, partnerships and social monetisation, the department collaborates closely with Sales, 4Studio and other specialist teams across Channel 4 Sales to identify new revenue opportunities, develop market-ready propositions and create innovative advertising and partnership solutions that deliver value for both advertisers and audiences.

JOB PURPOSE

The Social Monetisation Lead is responsible for developing and enabling the commercial monetisation strategy for Channel 4's digital ecosystem, with a particular focus on YouTube and TikTok. Acting as the key commercial conduit between 4Studio and Channel 4 Sales, the role identifies and develops revenue opportunities that maximise the value of Channel 4's social inventory, content and creator partnerships through direct sales.

Working closely with 4Studio's Head of Social & Platforms, the Social Monetisation Lead translates platform, audience and inventory opportunities into scalable commercial products and propositions that can be effectively brought to market by Channel 4 Sales teams.

The role is accountable for forecasting social direct sales revenues, understanding inventory capacity and supply, and enabling Sales teams through effective proposition development, go-to-market support and subject matter expertise.

The role is accountable for the successful development, adoption and commercial performance of Channel 4's social monetisation proposition and serves as Channel 4's specialist in social and creator-led commercial opportunities.

KEY RESPONSIBILITIES

Social Monetisation & Commercial Development

• Develop commercial products, incremental sponsorship opportunities and sales packages that maximise the value of Channel 4's YouTube and social inventory.
• Work with 4Studio to translate content, audience and platform opportunities into scalable commercial propositions.
• Define commercial packaging, frameworks and monetisation approaches for social inventory in partnership with Sales and Commercial Leadership.
• Monitor platform developments, advertiser demand and creator economy trends to identify future revenue opportunities and proposition enhancements.
• Revenue Forecasting & Inventory Planning
• Own forecasting and revenue modelling for social direct sales opportunities, providing regular reporting, analysis and revenue projections, effectively communicating to all stakeholders and building required actions.
• Develop a detailed understanding of inventory, audience scale and content pipelines to ensure commercial opportunities align with available supply.
• Identify risks, opportunities and capacity constraints that may impact commercial performance and revenue delivery.
• Provide recommendations on inventory utilisation and future monetisation opportunities to maximise commercial value.

Product, Partnership & Network Development

• Collaborate with 4Studio, Distribution & Partnerships and Business Affairs to develop new social revenue streams and commercial models.
• Support the development of creator network, multi-channel network and social partnership opportunities that expand Channel 4's commercial offering.
• Help establish commercial frameworks and partnership structures that enable long-term revenue growth across social platforms.
• Ensure new opportunities are commercially viable, scalable and aligned with Channel 4's strategic objectives.

Sales Enablement & Go-To-Market

• Develop and maintain sales collateral, commercial narratives, case studies, training materials and go-to-market toolkits.
• Equip Strategic Account, Growth Account and Agency Engagement teams with the knowledge and resources required to confidently sell social opportunities.
• In partnership with Sales Enablement, deliver ongoing education and capability-building programmes across the Commercial organisation.
• Provide expert guidance and support to sales teams throughout the sales process.
• Commercial Support & Cross-Functional Collaboration
• Provide specialist social monetisation expertise on strategically important client opportunities and commercial briefs as required by Sales Leadership.
• Accompany sales teams on key client opportunities where specialist social monetisation expertise is required.
• Act as the key link between 4Studio and Sales, ensuring alignment between content strategy, inventory planning and commercial priorities.
• Build strong relationships across 4Studio, Partner Lab, Sales, Distribution & Partnerships and Business Affairs to drive alignment and commercial success.

ESSENTIAL EXPERIENCE & SKILLS

• Significant experience within digital media, social platforms, content monetisation or creator-led businesses.
• Strong understanding of YouTube monetisation, social platform economics and digital advertising business models.
• Proven experience developing, packaging and bringing commercial products or propositions to market.
• Experience creating go-to-market strategies, commercial narratives and sales materials.
• Experience forecasting revenue, analysing commercial performance and building business cases.
• Strong commercial acumen with the ability to identify monetisation opportunities from content, audiences and platform assets.
• Experience working cross-functionally to bring new products, propositions or partnerships to market.
• Excellent stakeholder management skills, with the ability to influence and drive alignment.
• Strong presentation, communication and storytelling skills.
• Ability to translate complex platform and product concepts into clear commercial opportunities for sales teams and customers.
• Highly organised with strong analytical, planning and problem-solving skills.
• Commitment to equity, inclusion and Channel 4's values.

DESIRABLE EXPERIENCE & SKILLS

• Experience developing creator network or multi-channel network propositions.
• Established understanding of the UK advertising agency landscape and digital buying ecosystem.
• Experience launching new commercial products, platforms or revenue streams.
• Knowledge of relevant advertising, sponsorship and content compliance considerations.

Basic salary per annum starting from

£71,094.00

Application questions to complete

Please remember to complete the additional application questions by uploading a Word or PDF attachment. These questions really help us get to know you better and we won’t be able to consider your application without them.

• Please outline how you meet the ‘Essential Experience & Skills’ outlined in the Job Description (Max 500 words)

Benefits

There are a million reasons why it’s great to work at Channel 4, here are just a few of the perks for you;

• Private medical insurance
• Free Virtual GP access for employees
• Free Female Health hormone test each year
• Free Tastecard membership
• Access to financial wellbeing resources
• Discounted Gym memberships
• Pension
• Life Assurance
• Income Protection
• Holiday Purchase

Hybrid working

From September 2023, C4 has operated a 60/40 working pattern, equating to three office days per week.

Having everyone in the office three days a week gives us more opportunity to build our high performing, inclusive culture; to collaborate and to learn and share with each other, as well as helping to coordinate a regular pattern of home and office working days. Employees then have the flexibility to decide where they spend the rest of the working week. All our offices are open five days a week.

Applications Close Date

17 Nov 2026

Equal Opportunities

Channel 4’s purpose is to create change through entertainment; by representing unheard voices, challenging with purpose and delivering content which reflects the diversity of different communities across the UK.

We are only able to deliver on this remit by having a workforce rich in diversity of thought, background and lived experience. As an employer we encourage applications from candidates from all backgrounds and do not discriminate based on disability, age, gender reassignment, gender expression, criminal history, length of time spent unemployed, marriage or civil partnership status, national origin, pregnancy and maternity status, race, religion or belief, sex, and sexual orientation.

Disability Confident Scheme:

Channel 4 is a member of the Business Disability Forum (BDF) and has also maintained the highest level of the Department of Work and Pension's Disability Confident scheme - Level 3: Leader. Under the Disability Confident Scheme, we aim to offer an interview to all candidates who have a neurodiverse condition, impairment or long-term condition and who meet the essential criteria for an advertised job. If you wish your application to be considered under the Disability Confident Scheme, please select yes when completing the application questions. For more information, please visit the Disability Confident Campaign website.

For our roles and schemes that receive a high volume of applications it may not be possible to provide an interview to all applicants who meet the essential criteria and in this situation we can only select applications that best meet the skills needed for the role.

Care Leaver Friendly Employer:

Channel 4 is a Care Leaver Friendly Employer. By signing the Care Leaver Friendly Employer Charter and adopting its principles, we are supporting an immensely talented yet often under-served and under-represented community of young people/ adults. We commit to offering an interview (and constructive feedback) to applicants who identify as care experienced and meet the essential criteria for the role as outlined on the job description. Applicants should indicate if they wish to apply under our Care Leaver Scheme by selecting the option on the application form.

For our roles and schemes that receive a high volume of applications it may not be possible to provide an interview to all applicants who meet the essential criteria and in this situation we can only select applications that best meet the skills needed for the role.

Workplace Adjustments:

We are committed to providing disabled applicants a level playing field when applying for a job and support whilst employed to perform to the best of their ability and develop their careers. If you have a neurodiverse condition, impairment or long-term condition and require any adjustments, additional support or alternative arrangements during the recruitment and wish to discuss this confidentially, please let us know via the following e-mail recruitment@channel4.co.uk