Overview:The Director of Global Title Marketing, Kids & Family is tasked with leading the development, execution, analysis, and ongoing optimization of global marketing campaigns for select Paramount+ Kids & Family titles.
This role serves as a key cross-functional leader and steward of both individual titles and broader franchises. Developing campaigns that connect with kids across different age groups while also motivating parents, caregivers, and family co-viewers.
The ideal candidate has solid marketing strategy skills and deep knowledge of kids entertainment, family viewing habits, and franchise building. They also understand how young audiences discover and engage with content as those habits keep changing. The Director must be a great leader, compelling storyteller, collaborative partner, and forward-thinking problem-solver who can manage multiple priorities in a dynamic environment.
This is an onsite position at our New York office.
Responsibilities include but not limited to:- Lead the development, execution, analysis, and ongoing optimization of global go-to-market strategies
- Translate series, film, character, and franchise attributes into differentiated campaign strategies that resonate with kids, parents, caregivers, and family co-viewers.
- Develop audience strategies that account for distinct developmental stages, interests, viewing behaviors, and levels of parental influence across preschool, kids, tweens, teens, and family audiences.
- Identify clear campaign objectives, audience priorities, strategic opportunities, and measures of success. Holding team members and partners accountable throughout campaign development and execution.
- Apply a global perspective while recognizing regional differences in family dynamics, cultural relevance, content discovery, and children's media consumption.
- Ensure campaign strategies and executions are age-appropriate, inclusive, brand-safe, and aligned with applicable privacy, advertising, and platform guidelines.
- Proactively identify key milestones, connect workstreams, resolve challenges, and ensure that creative and tactical executions ladder up to the overall strategy.
- Brief cross-functional teams on campaign strategy so each discipline can develop a cohesive, audience-led plan.
- Serve as a subject-matter expert and enthusiastic steward of assigned titles, characters, and franchises.
- Build marketing strategies that support both the immediate title launch and long-term health, relevance, and growth
- Partner with franchise, consumer products, licensing, retail, games, publishing, experiences, and other teams, where applicable. Creating related opportunities across the broader Paramount ecosystem.
- Foster productive and trusting relationships with key stakeholders to ensure plans are developed and executed in a timely, collaborative, and efficient manner.
- Maintain and build the team's knowledge of the Kids & Family landscape, including audience behaviors, platform trends, franchise development, and responsible marketing practices.
- Drive alignment among senior leadership and external partners. This includes: creators, executive producers, filmmakers, talent, studios, and co-production partners.
- Clearly articulate the audience opportunity, campaign positioning, and strategic choices, behind recommendations.
- Drive innovative thinking to develop 360-degree global stunts, partnerships, activations, and breakthrough campaign ideas that can generate excitement among kids and families.
- Identify opportunities to bring titles and characters into the real world through family experiences, fan events, cultural moments, educational initiatives, and strategic brand partnerships.
- Brief and lead "big idea" initiatives, managing internal teams and agency partners through execution.
- Evaluate ideas through the distinct lenses of child appeal, parent or caregiver relevance, family participation, brand safety, and earned-media potential.
- Partner with Media and Campaign Management teams to lead the development and execution of media campaigns across platforms that reach kids, parents, caregivers, and family audiences.
- Understand the challenges of reaching young audiences. This includes streaming, digital video, social platforms, gaming environments, connected television, family programming, and media focused on parents.
- Identify opportunities to reach parents and caregivers as content decision-makers while also building organic excitement and cultural relevance among young audiences.
- Analyze audience research, campaign performance, competitive intelligence, and cultural trends to identify opportunities and inform strategy. Lead cross-functional reviews of awareness, consideration, engagement, viewing, acquisition, retention, co-viewing, repeat viewing, and franchise affinity. Turning data into clear, actionable recommendations.
- Combine quantitative data with qualitative audience knowledge. Recognizing that parents, caregivers, and children may each play different roles in content discovery and viewing decisions.
Basic Qualifications:- Bachelor's degree or equivalent professional experience.
- 7+ years of entertainment marketing experience. With demonstrated experience developing campaigns for kids & family content, family entertainment, animation, or youth-focused brands.
Additional Qualifications:- Experience leading multi-channel campaigns from strategy through execution and performance analysis.
- Solid awareness of the distinct needs and behaviors of kids, tweens, parents, caregivers, and family co-viewing audiences.
- Demonstrated ability to market to young audiences responsibly and navigate relevant brand-safety, privacy, advertising, and platform considerations.
- Solid interpersonal skills and a proven ability to manage relationships with senior internal stakeholders, creators, talent, filmmakers, studios, agencies, and external partners.
- Robust strategic judgment and the ability to translate audience, cultural, creative, and business insights into actionable campaign strategies.
- Data-driven marketer with experience analyzing campaign performance and applying learnings to optimize results.
- Ability to manage multiple titles, priorities, and stakeholders within a dynamic and highly collaborative environment.
- Exemplary written, verbal, and presentation skills, with solid attention to detail.
- Experience marketing original series, films, animation, preschool content, or established Kids & Family franchises for a streaming service, studio, network, or entertainment brand.
- Experience developing campaigns that speak to both young audiences and parents or caregivers.
- Insight with emerging Kids & Family creators, platforms, fandoms, and digital content-discovery behaviors.
- Experience developing global campaigns and adapting strategies for different markets and cultures.
- Genuine affinity for Kids & Family entertainment, characters, storytelling, and fandom.
- A collaborative spirit, creative instincts, and a great sense of humor.
ADDITIONAL INFORMATION
Hiring Salary Range: $124,000.00 - 155,000.00.
The hiring salary range for this position applies to New York, California, Colorado, Washington state, and most other geographies. Starting pay for the successful applicant depends on a variety of job-related factors, including but not limited to geographic location, market demands, experience, training, and education. The benefits available for this position include medical, dental, vision, 401(k) plan, life insurance coverage, disability benefits, tuition assistance program and PTO or, if applicable, as otherwise dictated by the appropriate Collective Bargaining Agreement. This position is bonus eligible.
What We Offer:- Attractive compensation and comprehensive benefits packages. Check out our full list of benefits here:https://www.paramount.com/careers/benefits
- Generous paid time off.
- An exciting and fulfilling opportunity to be part of one of Paramount's most dynamic teams.
- Opportunities for both on-site and virtual engagement events.
- Unique opportunities to make meaningful connections and build a vibrant community, both inside and outside the workplace.
- Explore life at Paramount: https://www.paramount.com/careers/life-at-paramount
