Associate Vice President Marketing - Brand & Creative Marketing, Digital Business

Role Overview

This position as Associate Vice President in Brand Marketing within the Digital Business at SonyLIV is based in Mumbai. Reporting to the Head of Marketing, Digital Business, the role centers on leading marketing efforts for key entertainment verticals, specifically Sony Entertainment Television (SET) and Hindi Movies. The focus involves developing deep insights into audience behaviors, content preferences, and engagement drivers to orchestrate compelling marketing strategies for priority shows, movies, and campaigns.

Key Responsibilities

• Gain comprehensive knowledge of the SET and Hindi Movies target audiences, including content consumption patterns and factors influencing retention and growth.
• Evaluate and interpret performance metrics for shows, movies, campaigns, and audience segments to determine effective marketing tactics and areas for improvement.
• Monitor competitors, market trends, audience changes, and best practices across entertainment and digital platforms to inform marketing approaches.
• Collaborate extensively with internal teams such as business, content, programming, media, analytics to define focused marketing priorities for assigned verticals.
• Develop long-term brand marketing plans aimed at increasing viewership, enhancing engagement and retention, supporting acquisition, and overall platform expansion.
• Convert business goals into actionable marketing priorities that align audience needs with content positioning.
• Design detailed marketing campaign plans for individual shows, movies, and major promotional activities, specifying objectives, messaging, creative guidance, media roles, and success indicators.
• Lead campaign execution from brief to launch, managing creative development, asset coordination, timelines, stakeholder communication, and post-campaign assessments.
• Identify and leverage opportunities for amplified impact via brand positioning enhancements, packaging, cross-platform placements, talent collaborations, partnerships, and media strategies.
• Partner with analytics and business teams to continuously assess campaign results and refine future plans based on insights.
• Maintain awareness of upcoming campaign schedules, dependencies, and required coordination among teams to ensure timely and cohesive delivery.

Performance Indicators

• Growth in brand attributes including awareness, recall, preference, and equity.
• Advancement in audience base, consumer engagement, retention rates, and overall platform penetration.
• Campaign effectiveness measured by ROI, reach, impressions, click-through rates, conversion, and cost metrics.
• Social media influence through engagement rates, sentiment, follower expansion, and content interaction.
• Outcomes from strategic partnerships such as alliance productivity, cost management, and audience growth.
• Optimized marketing decisions grounded in consumer research, analytics, and market trends.

Core Competencies Required

• Expertise in brand strategy formulation and positioning to align brand goals with market demands.
• Strong skills in integrated marketing campaign management across digital, PR, social, and performance advertising.
• Proficiency in performance marketing practices including media budget allocation, strategy optimization, partner negotiations, and ROI tracking.
• Ability to analyze consumer insights, platform metrics, and competitive landscapes to inform strategy.
• Extensive knowledge of the digital ecosystem, OTT platforms, streaming services, and content marketing dynamics.
• Capability to craft creative social media strategies that enhance brand presence and perception.
• Experience managing multiple stakeholders, agencies, and external partners effectively.

About Sony Pictures Networks India (SPNI)

SPNI is a prominent media and entertainment multinational operating 29 premium channels across various languages and genres, including Hindi Entertainment, Marathi, Bangla, Movies, Sports, Kids, English Movies, and Factual Entertainment. It also operates the digital streaming platform Sony LIV and has ventures like Studio NEXT. The company reaches over 700 million viewers nationally and is present in more than 150 countries.

Recognized for its inclusive workplace culture and employee engagement, SPNI has received numerous accolades such as India’s Best Companies to Work For, Inclusion Exemplars awards, and Best Learning and Employee Engagement Program awards.

For more information, visit the organization's official website.