The VP, Video Marketing & Integrations has the responsibility of bringing brand strategy to life via content available in front of our membership paywall and, primarily, via video format. Focus will be on “front of paywall” marketing video investments with alignment from both marketing & merchandising teams. Role encompasses both leadership and execution.
NBCU Integrations - Drive creative direction and delivery of integration opportunities across NBCU’s cable and network portfolio + independent production studios to increase awareness of and engagement with Craftsy.

• Develop pipeline of target networks & associated shows based on audience fit
• Develop relationships with key network & show producers and manage ongoing outreach
• Build pitch concepts in partnership with talent managers, business development and marketing partners that meet defined business objectives
• Create appropriate pitch materials including talent reels and visual concepts
• Executive producer spots execution on:
  • Budget development and management
  • Script development and iterations
  • Talent identification and management
  • Post support and feedback rounds
  • Marketing and creative team hand-off/collaboration as required to deliver user experience that maximizes defined business objective
• Participate in post-show performance debriefs run by business development and marketing leads to leverage insights in future integrations

Hero Content Development (e.g., “Masterclass”) – Partner on strategic roadmap, creative direction and delivery of video content intended for membership platform awareness and acquisition efforts in conjunction with Content Team lead.

• Partner on strategic roadmap for top-tier talent-led content to attract new audiences including target verticals, talent targets and appropriate pathing through existing content.
• Facilitate relationship development & contract negotiations (in conjunction with NBCU Cable & Entertainment Business Affairs team) plus manage talent through process
• Engage business development team on potential partner brand involvement
• Collaborate with marketing teams on launch plan including channel & PR / community strategies
• Participate in creative review of all final assets
• Participate in post-launch performance debriefs

Front of paywall content strategy & execution – Partner with Marketing & Merchandising teams to define & execute appropriate front of paywall strategy for content to drive acquisition efforts including onsite (Craftsy.com) and offsite (e.g., YouTube). Examples include:

• Content + Commerce Product Packages

• Licensed kits (Minion companion video)
• Class & short form trailer direction
• Block of Month / Knit-Alongs companion video

• Marketing Promotional Assets
  • Brand & product-level explainer videos (Craftsy Membership, Boundless collections, etc.)
  • Channel campaign videos (e.g., Facebook)
  • Membership short form promo videos

Field and make recommendations on ad-hoc NBCU opportunities to either pursue or reassign as appropriate including diginet (LXTV), international network blocks, international licensing packaging needs, etc.

Requirements
● 15+ years in video production – specifically commercial or television production; digital preferred – with proven ability to manage complex projects including pitching, production, people & budgets
● A marketing-first development & production mindset (never content for content’s sake) – understanding of key marketing fundamentals (audience, brand, measurement) & valued partner for marketing collaborators
● Strategic & leadership skills – brings a strategic POV to work and enjoys driving that POV within an organization
● Love of measurement and iteration – enjoys measuring results and using information to optimize future projects
● Interpersonal skills / influencer – must interact with multiple groups including business development, marketing, producers, editors, talent and NBCU executives
● Creative vision – love of creative process, understanding of brand-led thinking and ability to drive strategic direction; key partner for Craftsy creative team
● Passion for what’s next in digital content – a student of all things digital and how brands and media are winning in this fast-moving landscape
Eligibility Requirements
● Interested candidate must submit a resume/CV through www.nbcunicareers.com to be considered
● Willingness to travel and work overtime, and on weekends with short notice as needed
● Must be willing to work in Denver, CO
● Must have unrestricted work authorization to work in the United States