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Senior Director, Marketing & Media Strategy


New York, NY, US, 10036

New York

BET Networks,  a subsidiary of Paramount Global,  is the nation's leading provider of quality entertainment,  music,  news,  and public affairs television programming for the African-American audience. The primary BET channel reaches more than 90 million households and can be seen in the United States,  Canada,  the Caribbean,  the United Kingdom,  and sub-Saharan Africa. BET is the dominant African-American consumer brand with a diverse group of business extensions:,  a leading Internet destination for Black entertainment,  music,  culture and news; BET HER,  a 24-hour entertainment network targeting the African-American Woman; BET Music Networks - BET Jams,  BET Soul and BET Gospel; BET Home Entertainment; BET Live,  BET's growing festival business; BET Mobile,  which provides ringtones,  games and video content for wireless devices; and BET International,  which operates BET around the globe.





The Senior Director, Media Strategy & Planning, leads all aspects of the strategic development of title-focused marketing campaigns. With specific ownership of paid media strategy, media plan development, and optimization. Serving as the strategic partner for our media agency, this role will lead objective setting of media goals and optimization of media spending.


Sitting at the intersection of media and analytics, this role is responsible for setting business-driving objectives for a given campaign, activating and measuring performance against those objectives via off-platform media planning and measurement. As well as, clarifying a title’s respective role within the portfolio through the use of consumer insights, media performance data, and marketing analytics.


They will also set and shepherd a coordinated media strategy, ensuring its uniformity with overall marketing strategy and business objectives. It necessitates constant collaboration with marketing show leadership, media teams, consumer insights & research, data science, and other groups to provide foundational value for the broader organization.


This role will focus on media planning, long range media strategy optimization, marketing efficiency, measurement, and test and learn media activities.

The Director will manage at least one direct report, as well as agency day-to-day operations. They should have experience mentoring and / or supervising junior staff both in their professional growth and in the successful delivery of their initiatives, as well as managing strong coordinated agency relationships. This position will report to the Senior Vice President – Brand Strategy & Marketing.



  • Develop marketing strategy and lead discussion for individual series alignment to kick off marketing plan process. Identify the role of a title within the portfolio and provide objective, pertinent data to inform business and marketing goal setting.
  • Collaborate closely with internal marketing strategy partners including marketing strategy, consumer insights, research, marketing analytics to ensure cohesive and detailed considerations are accounted for and planned against.
  • In partnership with media AOR, guide the development of marketing target for given series.
  • Review and refine multi-channel media plans, ensuring alignment with overall series marketing and business objectives.
  • Coordinate the development and continuous refinement of the media strategy for BET original series and tentpoles in order to achieve agreed-upon goals and key performance indicators.
  • Improve the marketing budget and safeguard the company’s investments across all media platforms. This entails evaluating, recommending, and managing annual budget planning, upfront programs, and recommending short-term deals to secure meaningful added new value and financial efficiencies.
  • Contribute to evolution of company strategy and measurement opportunities that can serve to improve media efficiency and targeting across campaigns. Examples include MMM and MTA measurement solutions, marketing target segmentation, etc.
  • Manage a dedicated team of 1-2 media strategy professionals.



  • 8+ years working in entertainment marketing with a focus on marketing & media strategy, planning, and activation.
  • Extensive knowledge of marketing, advertising and media planning principles. A working knowledge of interactive TV applications and data-driven buying methods. Media agency experience heavily preferred.


Additional Qualifications

  • Excellent verbal and presentation skills -- be comfortable presenting to large audiences and capable of answering questions about data and insights from senior leadership.
  • Passion for the entertainment space and BET’s programming! Strong knowledge and understanding of the cable television industry, particularly the Black consumer market. This includes the programming, marketing, and distribution aspects of the competitive category targeting this consumer.
  • Ability to supervise and manage the work of junior teammates while helping them to develop and broaden their own abilities.


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


At Paramount, 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. Paramount 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. 


If you are a qualified individual with a disability or a disabled veteran, you may request a reasonable accommodation if you are unable or limited in your ability to use or access. as a result of your disability. You can request reasonable accommodations by calling 212.846.5500 or by sending an email to Only messages left for this purpose will be returned.

Paramount believes in creating environments that allow our primary focus to remain on providing entertainment, education and information to our millions of viewers around the world. As part of this commitment to health and safety, Paramount requires COVID-19 vaccines for current U.S. employees, including all newly hired employees, subject to applicable law. Union employees are subject to the agreement reached between the Company and the applicable Union.

Nearest Major Market: Manhattan
Nearest Secondary Market: New York City