Associate Vice President Marketing

Associate Vice President, Brand Marketing, Digital Business

Location: Mumbai| Function: SonyLIV | Reports to: Head of Marketing, Digital Business

Purpose

• We are looking for a Brand / Creative Marketing Manager to lead marketing for key entertainment verticals, with a focus on SET and Hindi Movies on Sony LIV. The role
• will be responsible for building a sharper understanding of these cohorts, identifying what drives viewership and engagement, and creating strong marketing plans for
• priority shows, movies and campaigns. This is a brand and creative marketing role, with a strong focus on consumer understanding, data-led planning, campaign thinking
• and cross-functional execution.

Key Responsibilities

Strategy

• Develop a strong understanding of the SET and Hindi Movies audience on Sony LIV, including viewing behaviour, content preferences, growth opportunities and retention
• drivers.
• Analyse performance data across shows, movies, campaigns and audience cohorts to identify what is working, what is not, and where marketing can create stronger
• impact.
• Track competition, category trends, audience shifts and content marketing best practices across entertainment, OTT, television and digital platforms.
• Work closely with business, content, programming, media, analytics and other internal teams to define sharper marketing priorities for SET and Hindi Movies.
• Build long-term marketing thinking for the assigned verticals, with a focus on driving viewership, engagement, retention, acquisition support and overall platform growth.
• Translate business objectives into clear marketing priorities, audience opportunities and content positioning.
• Bring a strong consumer and business lens to planning, ensuring that marketing is not limited to campaign execution but actively contributes to the growth of the vertical.
• Campaign Planning
• Create marketing plans for specific shows, movies, tentpoles and priority campaigns across SET and Hindi Movies.
• Define the campaign objective, audience, positioning, key message, creative direction, media role, platform support and success metrics for each priority property.
• Work closely with creative, media, PR, OAP, partnerships, analytics, content and business teams to build integrated campaign plans.
• Ensure every campaign has a clear consumer proposition and is rooted in the right content insight, audience behaviour and business requirement.
• Lead campaign planning from briefing to execution, including creative development, asset planning, launch timelines, stakeholder alignment and post-campaign learning.
• Identify opportunities to create stronger impact through sharper positioning, better packaging, platform placements, creator/talent usage, partnerships, media support and
• cross-promotion.
• Collaborate with analytics and business teams to track campaign performance and use learnings to improve future planning.
• Maintain a clear view of upcoming priorities, launch calendars, campaign requirements and dependencies across teams.
• Ensure campaigns are planned with enough lead time and delivered with strong coordination across all relevant stakeholders.

Key Metrics

• Brand growth metrics - Brand awareness, recall, preference, market share, and brand equity improvement
• Audience & platform growth: Increase in consumer base, viewership, user engagement, retention, and penetration
• Campaign performance: ROI/ROAS, reach, impressions, CTR, conversion rates, acquisition cost, and campaign effectiveness
• Social & digital performance: Social engagement rate, sentiment score, follower/community growth, and content performance
• Partnership impact: Strategic alliance outcomes, partner performance, cost optimization, and incremental audience growth
• Insight-led optimization: Effectiveness of data-driven decisions through consumer research, analytics, and market trends
• Technical Competencies
• Brand strategy & positioning: Ability to translate brand objectives into go-to-market plans and communication strategies
• Integrated marketing campaign management: Planning and execution across digital, PR, social, and performance channels
• Performance marketing expertise: Budget planning, media strategy, optimization, partner negotiation, and ROI management
• Consumer insights & analytics: Ability to interpret market research, consumer behavior, platform analytics, and competitive trends
• Digital ecosystem knowledge: Strong understanding of OTT, streaming platforms, content marketing, and digital audience behavior
• Social media & creative strategy: Building impactful creatives, managing brand presence, and maintaining positive brand perception
• Stakeholder & agency management: Managing cross-functional teams, agencies, partners, and external alliances
• Why join us
• Sony Pictures Networks India Private Limited (SPNI) (formerly known as Culver Max Entertainment Private Limited) is an indirect wholly owned subsidiary of Sony Group
• Corporation, Japan. A leading media and entertainment conglomerate, SPNI comprises 29 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.
• Recognized as an employer of choice within and outside the media industry, SPNI is a recipient of several awards, including Indias Best Companies to Work For 2021 by
• the Great Place to Workregistered Institute, India, Exemplars of Inclusion in AVTAR & Seramounts 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 companys 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 31st 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