The Challenge
Netflix is hunting for a marketing leader who can crack the kids & family space-where you're juggling preschoolers, tweens, parents, and entire households with different discovery behaviors. You'll own end-to-end campaigns for Netflix's animated, unscripted, and event series, building franchises that extend beyond the screen.
Your Mission
Establish yourself as the subject matter expert on preschool/kids marketing strategy across UCAN's slate; conduct deep consumer insight audit across age segments (Preschool, Kids, Tweens, Family Co-Viewing)
Launch 2-3 hero title campaigns from strategy through creative brief, demonstrating fluency across YouTube, influencer partnerships, and parent-targeting tactics
Map cross-functional dependencies and build alignment with content, consumer products, regional marketing, and creative teams on campaign positioning and go-to-market strategy
Build filmmaker and talent relationships for 3-4 upcoming launches; deliver compelling creative briefs that translate insights into actionable direction
Own full campaign lifecycle for 4-5 major Kids & Family series releases; demonstrate measurable engagement and conversion lift across segments
Partner with Consumer Products to identify 2-3 franchise expansion opportunities; shape character/world positioning that drives loyalty and repeat engagement
Develop playbook for age-segment-specific campaign strategies (parent-driven discovery vs. kid-fandom vs. co-viewing); document best practices and templates
Lead cross-functional task forces and brainstorming sessions; establish yourself as trusted strategic advisor to content and product leadership
KPIs You'll Own
Campaign Engagement Rate
Track social, YouTube, and platform-specific engagement for each title launch across age segments
Title Discovery & Subscriber Acquisition
Measure marketing contribution to new subscriber acquisition and household activation for Kids & Family titles
Parent vs. Kid Discovery Split
Monitor attribution breakdown to validate parent-driven (Preschool) vs. kid-driven (Kids) discovery tactics
Franchise Extension Velocity
Track consumer products partnerships and character/world extensions influenced by marketing insights
Creative Effectiveness
A/B test creative variations across segments; measure lift vs. control on brand lift, consideration, and view intent
Tools & Stack
Your Team
Your Manager
UCAN Title Marketing Genre Lead (or Senior Director, Title Marketing)
Current Team
Cross-functional peers in regional marketing, creative production, publicity; dotted-line relationships with Consumer Products, Content, and Product teams
New role or expansion of Kids & Family marketing capacity
The Package
Salary
$130K-$160K base
Variable
Likely 15-20% annual bonus based on campaign performance and title success metrics
Equity
Netflix doesn't typically grant equity to non-executive roles
Remote
On-site, Los Angeles, CA. Netflix is largely office-based for collaborative creative work.
Benefits & Perks
Company Intelligence
Netflix is the world's leading streaming entertainment platform with 250M+ subscribers. They're obsessed with merging creativity, intuition, and cutting-edge tech to push the boundaries of storytelling globally. Kids & Family is a core pillar of their strategy, requiring trust-based marketing that balances kid joy with parent decision-making.
Team Size
500+
Funding
Public (NASDAQ: NFLX)
Customers
250M+ subscribers globally
Culture
Direct, data-driven, creative, uncomfortable-with-growth mindset; culture of candor and high performance
Is This Role For You?
- You have 5-7 years of marketing experience in kids, family, or youth entertainment (animated series, toy franchises, children's brands)
- You understand the distinct psychology of Preschool (parent-gated), Kids (peer-influenced fandom), and Family Co-Viewing audiences-and can tailor strategy/creative/platform mix accordingly
- You're fluent in 360 marketing tactics: YouTube strategy, influencer partnerships, community building, events, co-marketing, and earned media for families
- You're a strategic creative thinker who can write killer briefs, manage talent/filmmakers with empathy, and rally cross-functional teams around bold campaign ideas
- You're comfortable in a fast-moving, data-informed environment where you own end-to-end campaign success and iterate based on real-time performance
- You've only done B2B or adult-focused marketing; the psychology of marketing to kids and parents is fundamentally different
- You need high autonomy but struggle with heavy cross-functional dependencies (Netflix marketing requires deep collaboration with Content, Product, Consumer Products, Regional teams)
- You're not genuinely interested in kids & family entertainment or don't have a point-of-view on age-appropriate storytelling and brand safety
Interview Process
Recruiter screen (30 min)
Background, kids marketing experience, why Netflix Kids & Family appeals to you
Hiring manager interview (45 min)
Deep dive on campaign examples, cross-functional collaboration, subject matter expertise in age segments and tactics
Case study / creative brief assignment
You'll be given a hypothetical Kids or Family title and asked to develop a go-to-market strategy and creative brief (take-home, ~2-3 hours)
Cross-functional panel (60 min)
Conversations with Content Lead, Consumer Products, and Regional Marketing counterparts on collaboration style and campaign thinking
Leadership round (optional, 30 min)
Senior director or VP-level discussion on strategic vision for Kids & Family slate and Netflix's entertainment mission
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About Growth Marketing roles
Growth marketers drive user acquisition, activation, and retention through data-driven experimentation. They sit at the intersection of product, data, and marketing — running A/B tests, building funnels, and scaling what works.