Senior Brand Manager - Sony AATH( Kolkata)

Manager - Marketing, Sony AATH

Location: Kolkata

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

• Strengthen Sony AATH's brand awareness and brand health.
• Plan and execute consumer and trade marketing campaigns across social media, email, and other channels.
• Support sales and distribution teams to improve brand perception and market presence.

2. Revenue & Sales Enablement

• Support advertising sales revenue generation.
• Collaborate with the sales team to create integrated marketing solutions for advertisers.
• Monitor revenue performance and recommend corrective actions to achieve targets.

3. Show Launches & Media Visibility

• Plan and execute marketing campaigns for new show launches.
• Drive visibility through social media, barter partnerships, PR, and strategic alliances.
• Track campaign performance and optimize for reach, engagement, and awareness.

4. Channel GRP Performance

• Align marketing activities with channel viewership objectives.
• Monitor campaign effectiveness to help achieve targeted GRPs (Gross Rating Points).

5. Operational & Financial Optimization

• Encourage innovation by ensuring each team member leads at least one initiative every quarter.
• Optimize marketing budgets and identify cost-saving opportunities while maintaining campaign effectiveness.

Key Performance Indicators (KPIs)

• Deliver 2–3 sales support initiatives.
• Execute 5+ distribution-led initiatives.
• Improve brand perception metrics.
• Achieve revenue targets.
• Increase launch-week slot reach by 20%.
• Grow social media reach and engagement by 15% year over year.
• Close 3 major barter deals and 15+ strategic alliance partnerships.
• Achieve target average channel GRPs.

Business Competencies

• Strategic thinking and commercial acumen
• Creativity and innovation
• Stakeholder management and collaboration
• Problem-solving and execution excellence
• Project management
• Strong communication and presentation skills

Technical Competencies

• Marketing strategy and campaign planning
• Consumer insights and data-driven decision-making
• Understanding of on-air promotions
• Media planning and advertising ecosystem knowledge
• Budget management and ROI measurement

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