VP Commercial Strategy & Data

The Role

The role

Our team’s vision is to deliver the best global intelligence from brilliant data sets to maximise revenue across Global Sales, Zoo55, Brand Partnerships, Content & Production. Our purpose is to translate our data into forward-looking, meaningful, action-led creative & commercial recommendations to inform content, distribution & monetisation strategies.

As VP Commercial Strategy & Data you will lead and develop a high-performing team of data analysts and sales enablement experts to define why our content wins, where it should be sold, and how to value it in an increasingly fragmented landscape and what tools we need to do it.

You will lead on the development of a unified, automated data infrastructure for all 3rd-party market & viewership intelligence (Global broadcast ratings, SVOD viewership, Ampere, K7) which is scalable within an AI-driven ecosystem.

You will have extensive experience managing complex datasets and understanding how data & insights enable us to sell TV shows across broadcast and streaming for all our markets (EMEA, Americas, APAC). You will lead the automation and scaling of sales enablement toolkits alongside AI Agents and dashboards to ensure the global sales team can self-serve the best market intelligence without high-levels of manual intervention.

You will also lead on the development of a newly created team which will use focused on Go-to-Market global sales toolkits for scripted, unscripted and formats so our sales teams are equipped with the best insights, forecasts, and data-led narratives which maximize the value of our new shows and catalogue across all markets.

Main responsibilities

Commercial Strategy & Roadmap

• Architect the Global Sales Roadmap: Translate commercial goals into a cohesive Go-to-Market plan, aligning scripted/unscripted launch milestones with commercial sales cycles.
• Content Economic Profiling: Maintain a deep understanding of the global TV landscape to create data-led Content Archetypes that help the AI Agents recommend the right shows for the right buyers.
• Revenue Optimization: Drive pricing and packaging strategies by synthesizing disparate data sets into clear business cases for high-value negotiations.
• Strategic Advisory: Serve as a key partner to the C-Suite and Sales Leadership, answering complex business questions such as market expansion, windowing strategies, and catalogue valuations.
• Editorial-to-Data Translation: Bridge the gap between editorial themes and hard data performance, ensuring our automated narratives reflect the creative strength of the ITV Studios catalogue

Sales Enablement

• Tooling & Narratives: Oversee the creation of high-impact sales tools (ROI calculators, viewership forecasts, competitive positioning) that empower the sales team to negotiate effectively.
• Planning & go-to-market governance: Implement a strategic governance framework to prioritize high-value commercial initiatives and ensure resource allocation aligns with in-year and longer-term growth
• Pipeline Planning: Collaborate with Marketing and Sales to synchronize content launches and sales-enabling insights at the right time

Global Commercial Data strategy

• ​​Data Strategy & Unified Taxonomy: Establish a global commercial taxonomy to unify fragmented datasets (ratings, digital feeds, news feeds, and vendor data) into a single, queryable "Source of Truth" for the entire organization working closely with the lead data analyst and group data and Studios technology teams
• Multi-Year Data Roadmap: Design the requirements and execute a 1- to 3-year roadmap that transitions from legacy manual reporting to an automated, API-driven data ecosystem for global viewership data.
• Cross-Platform Attribution Modeling: Develop a unified methodology to attribute value and performance across linear and digital feeds, ensuring 1st-party data is normalized against 3rd-party viewership metrics
• Strategic Data and Market intelligence Vendor Management: Consider how we maximise the commercial benefit of 3rd-party intelligence data sets (Ampere, K7, etc.) in both commercial and technological application. Know how to robustly evaluate the technical and commercial so we have the best data to inform sales and strategic business decisioning

Self-serve enablement

• AI Sales Agent Product Ownership: Serve as the Product Owner for our B2B AI Sales Agents, defining the data logic and prompts required to automate 'Propensity to Buy' and 'Content Valuation' queries, reducing the organization's reliance on manual, bespoke analysis"
• Self-serve: define the data "self-service" strategy and implement platforms which provide near real-time visibility into our content’s value


 Global Viewership Data

• Best-in-class data sets: continuously evolve our measurement datasets across multiple markets and own and manage relationships with key vendors (Glance, BARB, Nielsen, AGF, Oztam) with support from the lead analyst
• Forecasting: Lead the development of predictive models to estimate content performance across linear and streaming platforms.
• Market Intelligence: Monitor global trends in content consumption and distribution to keep the business ahead of the curve on structural shifts which impact how and where we sell our content.

Team Leadership & Development

• Manage & Scale: Lead, mentor, and develop a dual-pronged team focused on Propositions (Sales Enablement) and content strategy and Global Viewership & Data Analysis.
• Culture: Foster a culture of commercial curiosity and analytical rigor, ensuring the team understands the "business of content," not just the data.

Skills you’ll need (minimum criteria)

• Data Strategy Leadership: extensive experience in a senior commercial strategy and data role, with a proven track record in unifying complex disparate datasets. The ability to design data flows and taxonomies that bridge the gap between "noisier" 3rd-party data and "cleaner" internal CRM and 1st party viewing data
• AI/Automation Implementation: A deep understanding of how Large Language Models (LLMs) and agentic workflows can be applied to commercial data to drive automated decision-making. Demonstrable experience in deploying AI, machine learning, or advanced automation tools within a Salesforce or CRM-heavy environment to scale commercial impact as well as more traditional self-serve tooling
• Change Management: Experience leading and developing a team into achieving more with large data sets and advanced statistical analysis
• Strategic & Operational versatility: Proven ability to oscillate between high-level strategic planning (5-year view) and operational execution (quarterly and annual sales cycles).
• Strategic Modeling: Expert-level ability to create robust commercial assumptions and "proxies" in data-poor environments or emerging markets where direct measurement is unavailable. Deep appreciation for financial modeling, forecasting, and performance metrics
• Data Translation: An expert storyteller who can distill complex datasets (ratings, demographics, churn) into simple, persuasive commercial narratives.
• Streamer and advertising ROI economics: know how data-led streamer buyers value content, the fundamentals of the subscriber economics, and be able to use data to prove the benefits of the content we’re selling in subscriber and revenue terms. The same for media valuations.
• Stakeholder Management: Exceptional ability to influence cross-functional teams (Marketing, Sales, Finance) without direct authority.
• Deal Acumen: Experience supporting high-value content negotiations; you understand the mechanics of SVOD, AVOD, and Linear licensing deals and how data can provide immediate value in achieving new sales or maximising rates
• Media Industry knowledge: deep knowledge and expertise across International Distribution and Content Strategy. You have a deep understanding of the global TV and streaming landscape and a desire to understand the drivers behind content success and can lean on that knowledge to provide qualitative creative conclusions alongside hard data