‘Growing sense of agility’: Channel 4’s CMO on transitioning to the C-suite
Appointed CMO last year after two years as MD at in-house agency 4creative, Katie Jackson is on a mission to align Channel 4’s content and brand marketing strategy.
For most new CMOs who join a company from another business, the first step is undertaking a brand diagnosis to analyse challenges and identify opportunities.
Channel 4 CMO Katie Jackson, who stepped into the top job from the broadcaster’s in-house agency 4creative, was able to bypass this process “very quickly”.
Having spent nearly two years as managing director of 4creative, Jackson became interim CMO in March 2024 before being made permanent in July. This internal transition, she explains, gave her a head start in reshaping the broadcaster’s marketing mix, tackling key jobs to be done and streamlining workflows.
“You come in as an internal candidate, feeling like you’ve got a better sense of the problems to solve and you also know the people,” Jackson explains.
