Senior Manager, Brand Marketing, Digital BusinessLocation: Mumbai| Function: SonyLIV | Reports to: Head of Marketing, Digital BusinessPurposeWe 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 rolewill be responsible for building a sharper understanding of these cohorts, identifying what drives viewership and engagement, and creating solid marketing plans forpriority shows, movies and campaigns. This is a brand and creative marketing role, with a strong focus on consumer understanding, data-led planning, campaign thinkingand cross-functional execution.Key ResponsibilitiesStrategyDevelop a strong understanding of the SET and Hindi Movies audience on Sony LIV, including viewing behaviour, content preferences, growth opportunities and retentiondrivers.Analyse performance data across shows, movies, campaigns and audience cohorts to identify what is working, what is not, and where marketing can create strongerimpact.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 PlanningCreate 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 andcross-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 MetricsBrand growth metrics - Brand awareness, recall, preference, market share, and brand equity improvementAudience & platform growth: Increase in consumer base, viewership, user engagement, retention, and penetrationCampaign performance: ROI/ROAS, reach, impressions, CTR, conversion rates, acquisition cost, and campaign effectivenessSocial & digital performance: Social engagement rate, sentiment score, follower/community growth, and content performancePartnership impact: Strategic alliance outcomes, partner performance, cost optimization, and incremental audience growthInsight-led optimization: Effectiveness of data-driven decisions through consumer research, analytics, and market trendsTechnical CompetenciesBrand strategy & positioning: Ability to translate brand objectives into go-to-market plans and communication strategiesIntegrated marketing campaign management: Planning and execution across digital, PR, social, and performance channelsPerformance marketing expertise: Budget planning, media strategy, optimization, partner negotiation, and ROI managementConsumer insights & analytics: Ability to interpret market research, consumer behavior, platform analytics, and competitive trendsDigital ecosystem knowledge: Strong understanding of OTT, streaming platforms, content marketing, and digital audience behaviorSocial media & creative strategy: Building impactful creatives, managing brand presence,



and maintaining positive brand perceptionStakeholder & agency management: Managing cross-functional teams, agencies, partners, and external alliancesWhy 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 GroupCorporation, Japan. A leading media and entertainment conglomerate, SPNI comprises 29 Premium Channels in both SD and HD formats, including leading Hindi GeneralEntertainment Television Channels - Sony Entertainment Television; Sony SAB and Sony PAL; Marathi General Entertainment Channel - Sony Marathi; Bangla GeneralEntertainment Channel - Sony AATH; Hindi Movie Channels - Sony MAX, Sony MAX 1, Sony MAX 2 and Sony WAH; renowned destination for sports fans - Sony SportsNetwork 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!; EnglishMovie Channel - Sony PIX; Factual Entertainment Channel - Sony BBC Earth; Free Ad-Supported Streaming Television (FAST) channel in the US and Canada – SonyKAL; Digital entertainment OTT platform - Sony LIV and the independent production venture for original content and IPs for TV and digital media - Studio NEXT. ThisNetwork 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 India’s Best Companies to Work For 2021 bythe 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 BestCompanies for Women in India for eight consecutive years by AVTAR & Seramount. In recognition of the company’s unique workplace culture and exceptional peoplepractices SPNI won the ET Future Skills 2024 for Best Learning Program Supporting Change Transformation Business Strategy, and the TISS LeapVault CLO Awards2024 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

📌 Senior Manager (Maharashtra)
🏢 Sony Pictures Networks India
📍 Maharashtra