Director, Head of Programming - Frndly TV

Roku•Denver, CO

2d•Hybrid

About The Position

The Director, Head of Programming at Frndly TV will shape the company’s content strategy and value proposition to drive subscriber growth, engagement, retention, and monetization. Working closely with Frndly TV’s senior leadership team and Roku’s content distribution organization, this role is responsible for developing and executing a programming strategy that strengthens Frndly TV’s position in the streaming space. This role requires both strategic leadership and hands-on execution, including translating programming strategies into actionable acquisition plans and directly negotiating and closing content deals. The Director, Head of Programming will evolve Frndly TV’s content offering, using a deep understanding of the evolving pay TV landscape to maximize brand value and long-term business impact.

Requirements

Proven ability to develop and execute content and programming strategies that drive measurable business outcomes.
Strong understanding of the evolving pay TV, vMVPD, and streaming landscape.
Demonstrated experience negotiating and closing content licensing agreements and partnerships.
Highly data-driven, with the ability to translate audience insights and performance metrics into actionable decisions.
Strong curatorial judgment and instinct for identifying high-potential content opportunities.
Experience managing content budgets, forecasts, and ROI.
Effective cross-functional collaborator and clear communicator with senior leaders and external partners.
12+ years of experience in programming strategy, content acquisition, or related roles within streaming, vMVPD, cable, or the broader entertainment industry.
Bachelor’s degree

Nice To Haves

MBA or advanced degree preferred.

Responsibilities

Own Frndly TV’s programming strategy, from market analysis and strategic planning through partner negotiations, deal structuring, and execution.
Identify content gaps and evaluate new programming opportunities that support subscriber growth, engagement, and retention.
Leverage viewership and performance data to inform strategy and licensing decisions and optimize content performance.
Build and maintain strong relationships with content partners across and beyond the Roku ecosystem; serve as the primary point of contact for all Frndly TV content providers while driving long-term strategic partnerships.
Collaborate cross-functionally with Marketing, Retention, Ad Sales, and Product to ensure content strategies support broader business objectives and are implemented effectively.
Manage programming budgets, forecasts, and financial performance.
Monitor and communicate content performance against defined KPIs to inform future investments and strategy.
Develop a deep understanding of Frndly TV’s business model, subscriber base, and operational mechanics to inform programming decisions.