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ViacomCBS Director, Brand Marketing & Strategy Planning in New York, New York

About The Brand

Nickelodeon, now in its 40th year, is the number-one entertainment brand for kids. It has built a diverse, global business by putting kids first in everything it does. The brand includes television programming and production in the United States and around the world, plus consumer products, digital, location-based experiences, publishing and feature films. Nickelodeon and all related titles, characters and logos are trademarks of ViacomCBS Inc. (NASDAQ: VIA, VIAB).

Overview and Responsibilities

The Director, Brand Marketing and Strategic Planning will lead the newly formed Brand Marketing and Strategy team at Nickelodeon and play a meaningful role in our approach to Marketing across series, brand, platforms, emerging media, etc. This group is responsible for the development of marketing strategies and recommendations in support of Nickelodeon and any of its related content and sub-brands.

The ideal candidate is passionate about brand marketing and can clearly articulate how phenomenal brands break through and resonate with consumers. Candidates should have experience crafting brand definition and architecture, and defining and executing brand building campaigns.

At Nickelodeon, we are kids’ first. We seek to always stay true to kids in everything we do—reflecting their world, values, hopes, humor and loves. At the end of the day, we look to leave the world a more playful place than we found it. Just like kids do. As part of our “kids’ first” mentality, we seek to reflect the diversity of kids’ lives and ensure that, regardless of background, they feel seen, represented and a member the Nickelodeon family.

This role is a fantastic opportunity to work with beloved IP, develop marketing campaigns for some of the most iconic kid brands, and research, explore and discuss the most exciting trends in culture, kids and media.

This position reports into the VP, Nickelodeon Brand & Strategy.


  • Serve as a strategic inspiring leader, invested heavily in Nickelodeon’s brand and shows, driving awareness, engagement and attribution across all platforms

  • Offer steady analysis and marketing implications through insights gained via research, trends, data analytics, agency partnerships, previous campaigns, etc.

  • Partner with Research, Series Marketing, Programming, and Media Planning and external agency teams to develop quarterly strategic plans that lay a framework for brand and audience growth

  • Develop all strategic positioning documents and campaigns

  • Advise Series marketing, Creative and Media teams to flesh out campaign tactics

  • Play an integral role in execution of our brand communications

  • Lead marketing strategy and campaign execution for all brand related series or specials like Kids’ Choice Awards

  • Develop strategic plans to drive the development of emerging media platforms for Nickelodeon (e.g. streaming, podcasts, etc.)

  • Oversee 2 Marketing Managers: one dedicated to multicultural marketing, ensuring Nickelodeon is represented and connecting with all demographics, ethnicities, communities— especially, but not limited to, Black and Hispanic audiences. The other prioritizes execution and definition of brand marketing initiatives

  • Develop and define an evolved brand belief, mission and purpose. Articulate brand architecture and drive development of other brand definition materials

  • Drive any brand redesigns, seasonal updates, affinity month support, etc.

Basic Qualifications

  • Bachelor’s Degree

  • 7-10+ years experience in consumer strategy, digital, marketing or media

  • Proven expertise in marketing and first-hand knowledge of media and working with marketing agencies

Additional Qualifications

  • Self starter with a can-do attitude

  • Able to multi-task in a fast paced environment

  • Exceptional communication (written and verbal) skills

  • Ability to understand, organize and articulate high-level, campaign, and tactical strategy

  • Proactive, strategic thinker with the ability to provide creative solutions

  • Deep understanding of the entertainment industry as well as social and digital marketing landscape

  • Ability to interpret analytics and apply research to make informed recommendations

  • Possess a multicultural mindset that both embraces and celebrates different perspectives, backgrounds, and abilities and maintains a passion for inclusion

  • Passion for kids & family entertainment

  • Experience working within and collaborating with cross-functional teams at all levels, as well as third party agencies and partners

  • Strong desire to work for a global brand and help drive brand affinity for Nickelodeon

  • Working knowledge of Microsoft-based software: Outlook, Word, Excel, PowerPoint

  • Previous experience marketing to children and parents a plus

  • Emerging platform strategy and/or marketing experience

ViacomCBS is an equal opportunity employer (EOE) including disability/vet.

At ViacomCBS, the spirit of inclusion feeds into everything that we do, on-screen and off. From the programming and movies we create to employee benefits/programs and social impact outreach initiatives, we believe that opportunity, access, resources and rewards should be available to and for the benefit of all. ViacomCBS is proud to be an equal opportunity workplace and is an affirmative action employer. We are committed to equal employment opportunity regardless of race, color, ethnicity, ancestry, religion, creed, sex, national origin, sexual orientation, age, citizenship status, marital status, disability, gender identity, gender expression, and Veteran status.

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Location : CityStateForPosting New York, NY

Job Locations US-NY-New York

Brand Nickelodeon

Job Type Full-Time Staff

iCIMS ID 2020-14387