Sony Pictures Networks - Head - Marketing

POSITION CONTEXT :

The position is expected to develop innovative ways of building visibility for the channel, shows and network's brand within given budget. The position also is responsible for channel launch/ re-launches strategy and execution.

POSITION SPECIFICATION

Education : Post graduate in management with specialization in marketing

Experience : 15+ years of experience with experience of designing and execution large marketing campaigns and exposure to insights driven marketing innovations

POSITION INTERLINKAGES :

WITHIN THE ORGANIZATION OUTSIDE THE ORGANIZATION

- Programming team

- Research and insights team

- Sales & Distribution teams

- OAP team

- Digital team

- Corporate Comm.

- Finance

OUTSIDE THE ORGANIZATION :

- Creative and marketing agencies

- PR agencies

Event management agencies

- Media agencies

- Ad agencies

- Social media agency

TECHNICAL COMPETENCIES :

- Knowledge of marketing strategies

- Understanding of key trends and modes of marketing / media effectiveness across vehicles

- Understanding of target audience

- Understanding of digital and social media

- Analytical skills

- Negotiation skills

- Understanding of PR

- Understanding and consumption of content

BEHAVIORAL COMPETENCIES :

- Innovation and creativity

- Stakeholder management

- Building impactful partnerships

- Planning and organizing

- Execution excellence

- People management

AREAS OF RESPONSIBILITY :

AREA :

1. Devising marketing and PR strategy :

KEY ACTIVITIES :

- Create the annual marketing strategy basis the channel's content portfolio, content acquisition quantum and strategy, competition analysis, etc.

- Determine the marketing strategy and budget by striking the right balance between various modes marketing

- Build a brand map for the channel, that is based on strengths and areas of focus for the brand and enhance the equity of the brand

- Cascade channel-wise marketing strategy to team members, and allocate channel-wise budgets

- Develop a strategy for effective use of PR and social media as a marketing tool

KEY METRICS :

- Market share

- Ratings

- Awareness of content

- Engagement rate

- Shareability

2. Review of operations

KEY ACTIVITIES :

- Lead brand campaigns and ensure optimization of channel brand equity and attainment of brand equity targets as per the marketing and business plan

- Plan and oversee deployment of new and evolving modes of marketing including campaigns, events, activations, experiential marketing, strategic tie ups, etc.

- Oversee social media engagements (Facebook, Twitter, etc.) for the channels

- Provide inputs to team members on effectively liaising with media and on effective brand positioning

- Manage and support team members in driving strategic tie-ups and partnerships, creation of brand IPs and brand activations, and other branding and PR initiatives

- Jointly evaluate creative briefs with Programming/OAP teams to ensure briefs are backed and driven by research /consumer insights.

KEY METRICS :

- AVE Brand equity

- Channel share as per business plan

- Channel ratings

- Engagement rate/Shareability

- Media coverage

- Adherence to budget

3. New channel launches :

KEY ACTIVITIES :

- Drive the brand positioning strategy of the new channel and ensure successful launch of new channels with the right impact with consumers and trade

- Drive marketing, PR campaigns and events (360 degree marketing) based on the strategy, evaluate effectiveness and tweak approach as required; Review the brand equity of the channel periodically and ensure continuous evolution of channel's brand equity

KEY METRICS :

- Brand awareness

- Media coverage

- Engagement rate/Shareability

4. Vendor relations

KEY ACTIVITIES :

- Constantly scout the market to keep tab of the marketing landscape, USP of marketing agencies, new entrants, etc.

- Identify marketing agencies based on their strengths and the events requirements

- Manage relations with existing vendors, and evaluate performance of the marketing agencies during campaigns and provide feedback as required

KEY METRICS :

- Effective budget utilization

- Identification of the right vendor

5. Managing team performance

KEY ACTIVITIES :

- Track team performance at an overall and individual level and provide support/ guidance wherever required to ensure achievement of yearly plans

- Manage effective resource allocation across different teams, enhance the capability quotient of team members and drive higher team engagement through appropriate HR interventions

- Build an innovation led culture within the team which will result in great ROI

KEY METRICS :

- Team engagement score

- Attrition