Digital Strategy Director Job at Immediate Media Co (London)

Job Description

At Immediate, we’re home to some of the biggest and most loved consumer brands in the UK, including Radio Times, Good Food, Gardeners’ World and History Extra. Our trusted, quality content reaches millions of people a month across digital, print, video, podcasts, apps and live events. We’re the destination for people looking to get more from the things they love. We help inspire them; deepening their knowledge, skills and fuelling their passions, to enjoy more of what life has to offer. Whether it’s the big things, or the little things; from reaching fitness goals to savouring good food, cultivating outdoor, or indoor, spaces, or enjoying the latest TV sensation with loved ones – we help bring our audiences joy. About the role: The Digital Strategy Director will provide the leadership Gardeners' World's digital future demands. This is a role for a platform-savvy, editorially grounded creative leader who can bridge the brand's celebrated legacy and its digital future — preserving the journalistic rigour, authority and authenticity that have made it a household name, while transforming the ways that expertise reaches people. You'll see the whole picture: what each digital touchpoint is for, who it serves and what it needs to do. And you'll redefine how the brand plans, produces and publishes content across every format — web, social, video, podcast, app and beyond — building the teams, workflows and culture to deliver it at scale.

Job Responsibility

Own and evolve the digital strategy, ensuring every touchpoint — web, social, video, podcast, app and aggregators — has a clear purpose, defined audience and compelling content proposition
Oversee the day-to-day management, optimisation and evolution of gardenersworld.com
Map the customer journey from discovery to subscription, making confident calls on where the brand should and shouldn't invest
Champion innovation, from a next-generation app to AI-assisted tools that enhance the audience relationship and production process
Work with the Head of Multimedia Operations to make editorial planning multimedia-first, keeping the flagship print product protected and celebrated even as digital becomes the primary engine of growth
Build a shared vision for the brand's multimedia output, creative identity and editorial style, true to both audience need and brand authenticity
Lead and inspire a team of digital specialists, fostering a culture of ambition and craft and breaking down silos between print and digital
Lead the upskilling of editorial teams in multimedia and AI-assisted working, recruiting new skills where needed
Oversee design's evolution from a print-focused discipline to one spanning motion, graphic and multimedia
Ensure the brand works with diverse talent to elevate its IP, and act as a senior advocate for digital across editorial and commercial
Deliver premium multimedia IP formats, with third parties where appropriate, securing the brand's credibility as a serious multimedia producer
Champion bold ideas that expand what a gardening brand can make and open new audience and commercial opportunity
Maintain the journalistic rigour, taste and brand voice that made Gardeners' World a household name, ensuring transformation never costs the depth and credibility audiences trust
Keep the brand's horticultural expertise the engine of its digital output — leveraged for the right people, on the right platforms
Understand the core segments — established gardeners, new gardeners and hobbyists — and tailor digital strategy to each
Build subscription propositions that reach beyond the existing base, driving acquisition among new and younger gardeners without compromising authority or depth
Use data and insight to drive content, platform and product decisions
Oversee rationalised, AI-assisted workflows, content management systems and production pipelines, optimising asset capture and reuse across formats
Establish clear KPIs and reporting for genuine visibility of digital performance, and champion a test-and-learn culture

Requirements

Editorial, content or creative leadership in broadcast or digital publishing, having led a team or brand through major digital transformation — ideally print-to-video/audio or traditional-to-social-first
A strong editorial background (magazines, lifestyle journalism or broadcast) and the judgement to grow audience trust without compromising integrity
experience strengthening well-loved brands is essential
End-to-end understanding of video production, with experience commissioning short-, long- and social-form video across YouTube, TikTok, Instagram and podcasts
An up-to-date grasp of major platforms and aggregators (Apple News, Google Discover) and where audiences are heading next
audience segmentation, CRM and subscription experience a plus
A track record of driving transformation across editorial, creative, marketing and commercial teams, with an empathetic, growth-minded leadership style
Confident use of AI tools across the content workflow
Comfortable turning analytics and research into strategy that serves commercial and subscription goals
A strong communicator and influencer, credible with senior leaders and across the wider media industry
A genuine, longstanding passion for gardening

What we offer

A relaxed working environment with regular socials including a summer festival
Supportive well-being initiatives and benefits, talks & workshops, and Mental Health First aiders & Champions
25 days holiday plus a day for your birthday
Our offices will be closed between Christmas and New Year’s which are in addition to your annual entitlement
Tailored training and development through both our inhouse learning platform and LinkedIn Learning
A progressive and transparent culture focused on your development
Flexible / hybrid working plus early finish Fridays
Cycle to work scheme
Enhanced Family Policies including paternity, adoption and surrogacy leave
We also provide a pregnancy loss, fertility, and carers policy
Competitive pension plans and Life Assurance
A newly renovated modern office with lots of collaborative spaces

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