Senior Manager Impact, Sponsorships and Activations

Job Title: Senior Manager Impact, Sponsorships & Activations (ISA)

Company: Reliance Broadcast Network Limited (BIG FM)

Function: Impact, Sponsorships & Activations

Experience: 9 14 Years

Industry Preference: Media / Radio / Advertising / Integrated Marketing / Events / Experiential

Location: Delhi / Mumbai / Bengaluru / Kolkata

Reporting To: Business Head / Head Impact, Sponsorships & Activations

Role Purpose

The Senior Manager will be responsible for driving the strategic growth, revenue, and monetisation of the Impact, Sponsorships & Activations (ISA) business at BIG FM.

This role focuses on building high-value integrated brand solutions, developing and commercialising sponsorship-led opportunities, creating scalable Intellectual Properties (IPs), and cultivating strategic partnerships with leading brands and agencies. Operating as a business leader and strategic brand-solutions partner, you will transition client engagements beyond conventional media inventory toward differentiated, outcome-oriented brand experiences.

Key Responsibilities

1. Business & Revenue Leadership

• Own significant revenue and profitability targets for the ISA portfolio.
• Develop and execute the business strategy for sponsorships, activations, IPs, and integrated brand solutions.
• Build a strong, sustainable pipeline of high-value opportunities and identify new revenue streams, categories, and strategic partnerships.
• Drive large-scale and multi-market business opportunities by building long-term relationships with CXOs, CMOs, marketing leaders, and media agencies.

2. Strategic Brand Solutions

• Lead the development of high-impact, insight-led solutions addressing complex client business challenges.
• Create integrated solutions combining Radio, RJs, Content, Digital, Social Media, Influencers, Events, IPs, and Experiential platforms.
• Work with internal creative and specialist teams to ensure propositions demonstrate clear consumer and business impact rather than basic inventory sales.
• Lead high-value client pitches and strategic commercial negotiations.

3. Sponsorship Strategy & Monetisation

• Develop the overall sponsorship strategy for major organizational properties, establishing clear commercial architectures (Presenting, Powered-by, Associate, Category, Digital, and Experience partners).
• Commercialise national IPs, festivals, concerts, awards, conclaves, sports, entertainment, and digital content properties.
• Identify and negotiate with marquee sponsors to drive maximum yield and build multi-property, annual partnership frameworks with major brands.

4. Intellectual Property (IP) Development

• Identify consumer, cultural, and market trends that translate into proprietary, high-value IPs.
• Lead the creation of scalable and commercially viable IPs in partnership with Programming, Content, Marketing, Digital, and Creative teams.
• Establish monetization architecture and assess platform scalability prior to launch.

5. Activations & Experiential Business

• Lead large-scale consumer engagement and experiential platforms across retail, corporate, college, housing society, mall, market, roadshow, and rural/semi-urban ecosystems.
• Integrate on-ground activations with media, content, influencers, RJs, and digital platforms to deliver measurable client ROI.
• Build repeatable, high-margin activation models that can be scaled regionally and nationally.

6. Strategic Partnerships

• Develop strategic alliances with brands, agencies, event firms, content creators, influencers, and platforms to build co-created properties.
• Negotiate commercial structures that establish sustainable ecosystem value for BIG FM.

7. Team & Stakeholder Leadership

• Lead, mentor, and establish clear performance metrics for ISA team members to drive commercial thinking and client-centricity.
• Collaborate closely with Sales, Programming, Creative Brand Solutions, Digital, Marketing, and Events leadership to maintain governance across pitching, commercialisation, and execution.
• Ensure all projects operate with financial discipline and operational rigour.

8. Measurement & Business Impact

• Establish frameworks to measure campaign effectiveness, client outcomes, conversion rates, and repeat business.
• Deliver regular business reviews, revenue forecasts, and data-backed strategic insights to senior executive leadership.

Key Performance Indicators (KPIs)

• ISA total revenue and bottom-line profitability
• Sponsorship revenue and yield optimization on key properties
• Strategic account growth and incremental/new business conversion
• Number and financial value of integrated solutions closed
• IP creation, launch execution, and commercial success
• Strategic partnership expansion and client retention rates
• Team productivity, operational efficiency, and campaign ROI metrics

Required Skills & Competencies

• Strategic & Commercial Mastery: In-depth knowledge of integrated brand solutions, IP commercialisation, media planning, and sponsorship architecture.
• Relationship & Negotiation Power: Proven track record of senior-level outreach (CXO/CMO/Agency Leads) with high negotiation skills.
• Experiential & Activation Expertise: Strong understanding of on-ground engagement execution integrated with digital and audio platforms.
• Leadership & Team Building: Demonstrated capability in managing cross-functional alignment and leading multi-market teams.
• Communication: Exceptional storytelling, presentation skills, and commercial pitch preparation.

Candidate Qualifications

• Education: Graduate or Postgraduate degree in Marketing, Advertising, Media, Business Management, or a related discipline.
• Experience: 914 years of relevant experience across media, advertising, integrated brand solutions, sponsorships, experiential marketing, events, or brand partnerships. Direct experience leading large-scale sponsorships, IPs, and integrated campaigns is strongly preferred.