Manager, Brand Marketing, Digital Business

Location: Mumbai| Function: SonyLIV | Reports to: Head of Marketing

Purpose

Design and deploy marketing strategy and plans by leveraging consumer insights, market analytics and innovation to increase consumer base, grow market share and penetration, create brand identity, and lead strategic partnership & alliances leading to higher viewership and engagement for international regions.

Key Responsibilities

- Marketing Strategy
- Examine competition performance and current entrant activities, analyze historic trends in brand performance, interpret changing consumer/ user behavior, and study changes in digital landscape across all the markets
- Marketing and brand campaign planning
- Prepare a performance marketing plan for specific properties and campaigns which are aligned to the overall marketing objectives
- Define performance criteria & type of engagement, determining budgets and negotiating with the partner for optimum costing in favor of the organization
- Use PR to drive the business objectives for the project/campaign
- Managing brand and social media
- Translate the brand goals and positioning into executable brand plans based on the go-to market strategy
- Create a marketing plan for defined target audience and customize the overall communication through impactful creatives and ensure the execution of the same
- Analyze the effectiveness of the brand plans and make appropriate changes to align with the overall objectives
- Monitor the execution of the social media plan and ensure a positive brand image of the property across all media assets
- Utilizing analytics
- Work with the analytics and research team and use insights to shape up the marketing plan

Key Metrics

- Growth & Reach: Consumer/subscriber growth, Market share and penetration, Viewership growth for the platform, Engagement rate (time spent, sessions, repeat viewership)
- Campaign Performance: Reach, impressions, and engagement across marketing campaigns, Cost efficiency: CPA, ROI/ROAS on campaign spend, Budget adherence vs. planned marketing spend,



Partner deal value/cost optimization achieved in negotiations
- Brand Health: Brand awareness, recall, brand sentiment/positive brand image index across media assets, Share of voice vs. competition
- Analytics driven Execution: Turnaround time from insight to campaign action, Improvement in campaign performance from analytics-led optimization

Critical Competencies

- Marketing strategy formulation using competitive and consumer insight analysis
- Performance marketing planning and execution
- Budget management and commercial negotiation with partners/vendors
- Brand management — translating brand positioning into go-to-market plans
- Social media strategy and reputation management
- Comfort working with analytics/research teams and interpreting data for decisions
- Understanding of the evolving digital/OTT landscape
- Strategic and analytical thinking (connecting market trends to actionable plans
- Stakeholder management — internal teams, external partners, agencies
- Negotiation skills
- Creative judgment (evaluating and guiding creative execution)
- Adaptability to fast-changing consumer behaviour and digital trends
- Strong communication and cross-functional collaboration
- Ownership and result orientation, given the role spans strategy through execution

Qualification

- Education: Post Graduate Diploma / MBA in Marketing Management
- Experience: 6-8 years
- Location: Mumbai
- Business/Channel/Function: Digital, SonyLIV

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 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 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

📌 Manager Brand Marketing (Mumbai)
🏢 Sony Pictures Networks India
📍 Mumbai