Senior Manager - Marketing, Sony AATH

Senior Manager - Marketing, Sony AATH

Location: Kolkata| Function:  Marketing | Reports to: Head – Marketing, Sony AATH and Channel YAY!

Purpose

The position is responsible for leading marketing strategy, brand-building, and consumer-centric initiatives for Sony AATH, aiming to drive market share growth, GRP and ad-revenue targets, and strengthen audience engagement. We are looking for a strategic leader who can balance creative, consumer-centric initiatives with revenue targets and cross-channel priorities, while fostering strong collaboration across Programming, OAP, Sales, Distribution, and external partners. The ideal candidate will hold high accountability for strategic campaigns, high-profile launches, and measurable business outcomes.

Key Responsibilities

1. Brand Saliency & Consumer Engagement

• Plan and execute activities to maintain and enhance brand saliency and hygiene across Sony AATH.
• Drive consumer and trade campaigns via social, email, and other channels.
• Support Sales and Distribution initiatives to improve brand perception.

2. Revenue & Sales Enablement

• Support ad sales revenue generation for Sony AATH.
• Partner with Sales to create integrated marketing and promotional solutions.
• Monitor and track revenue performance against targets; recommend corrective actions.

3. Show Launches & Media Visibility

• Lead the planning and execution of new show launches.
• Ensure campaigns deliver high visibility via social media, barters, and strategic alliances.
• Monitor performance metrics and optimize campaigns for maximum reach and engagement.

4. Channel GRP Performance

• Ensure marketing and promotional activities support channel viewership and GRP targets.
• Monitor campaigns and adjust plans to achieve target GRPs for Sony AATH.

5. Operational & Financial Optimization

• Encourage team members to own at least 1 initiative per quarter.
• Identify cost-saving opportunities and optimize marketing budgets

Key Metrics

1. Delivery of 2–3 sales support activities


2. 5+ distribution-led initiatives


3. Improvement in brand perception metrics


4. Revenue delivered vs targets


5. Slot reach +20% from launch week


6. Social media reach/engagement +15% YoY


7. Close 3 big-ticket barters and 15+ strategic alliance deals


8. Achieving average GRP
   
   

Critical Competencies

1. Strategic thinking & business acumen


2. Creativity and innovation


3. Collaboration and stakeholder management


4. Problem-solving, Project management & execution excellence


5. Impactful communication

Technical Competencies

1. Marketing strategy & campaign planning


2. Consumer insight analysis & application


3. On-air promotion understanding


4. Media & advertising ecosystem knowledge


5. Budget management & ROI assessment

Why join us?

 Sony Pictures Networks India (SPNI) is the consumer-facing identity of Culver Max Entertainment Private Limited which is an indirect wholly owned subsidiary of Sony Group Corporation, Japan. A leading media and entertainment conglomerate, SPNI comprises 28 Premium Channels in both SD and HD formats, including leading Hindi General Entertainment Television Channels - Sony Entertainment Television; Sony SAB and Sony PAL; Marathi General Entertainment Channel - Sony Marathi; Bangla General Entertainment Channel - Sony AATH; Hindi Movie Channels - Sony MAX, Sony MAX 1, Sony MAX 2 and Sony WAH; renowned destination for sports fans - Sony Sports Network comprising Sony Sports Ten 1, Sony Sports Ten 2, Sony Sports Ten 3, Sony Sports Ten 4, Sony Sports Ten 5; Kids Entertainment Channel - Sony YAY!; English Movie Channel - Sony PIX; Factual Entertainment Channel - Sony BBC Earth; Free Ad-Supported Streaming Television (FAST) channel in the US and Canada – Sony KAL; Digital entertainment OTT platform - Sony LIV and the independent production venture for original content and IPs for TV and digital media - Studio NEXT. This Network reaches out to over 700 million viewers in India and is available in over 150 countries. 

Recognised as an employer of choice within and outside the media industry, SPNI is a recipient of several awards, including India’s Best Companies to Work For 2021 by the Great Place to Work® Institute, India, Exemplars of Inclusion in AVTAR & Seramount’s Most Inclusive Companies Index 2024 and listed as one of the 100 Best Companies for Women in India for eight consecutive years by AVTAR & Seramount. In recognition of the company’s unique workplace culture and exceptional people practices SPNI won the ET Future Skills 2024 for Best Learning Program Supporting Change Transformation Business Strategy, and the TISS LeapVault CLO Awards 2024 for Best Employee Engagement Program and Best Games Based Learning Program.

SPNI is in its 30th year of operations in India. Besides having overseas subsidiaries, it has a subsidiary MSM-Worldwide Factual Media Private Limited, and an affiliate, Bangla Entertainment Private Limited in India.

For more information, log onto www.sonypicturesnetworks.com