What does the job of marketing director at a television channel involve?
My job involves developing marketing strategies for NCI, the New Ivorian Channel, namely:
- Promoting the channel and its programs: communication campaigns
- Establishing partnerships to optimize our presence across all types of media (print media, news sites, magazines, radio, cinema, etc.)
- Digital strategy: presence on social media through content designed specifically for different platforms, in order to build a large community around the channel and thus develop its audience
- Creation of tools to help sell advertising space (targeted offers, for example)
- Overseeing the analysis of audience studies
- Promoting important events in the program schedule to the public through communication initiatives
And your main mission?
My main mission is focused on developing advertising revenue, so all my actions revolve around this central objective: doing everything possible to build an audience and thus attract advertisers. In addition, I work closely with the Programming Department to ensure that we are in sync with what is offered on the air, i.e., to the public and to advertisers. The "Marketing" and "Programming" visions must always converge.
What is your background?
I have a master's degree in Marketing from a French business school, and this academic background is a significant asset. Then, my various experiences in the Ivorian audiovisual sector (7 years) have taught me, and continue to teach me, to understand the Ivorian audience and to develop instincts about the actions that work best. I am passionate about television and spend a lot of time scrutinizing audiovisual content from around the world. I therefore have a very viewer-focused vision. For me, the most important skill you can develop when working in a specific sector is to know it, understand it, and make it your own.
What other skills need to be developed for this job?
Among other things, it requires creativity, a good knowledge of the local advertising market, a good understanding of viewers' needs, strong analytical skills, and managerial and negotiation skills.
Do you work with a team? Do you collaborate with other departments?
I have been leading a team of nine people since the channel was launched. The team consists of a marketing manager, a digital manager, a research manager, a digital assistant, a sales and marketing assistant, a sales manager, and three sales representatives.
As explained above, I collaborate with the Programming Department, but also with the Production Department, as our three activities are closely linked.
What are the best aspects of your job? What
are
the main challenges?
I meet colorful people every day, as the media sector is very "artistic." The workload is heavy and requires flawless organization. However, when you love what you do, that's the first step toward success.