Job Description

JOB DESCRIPTION
POSITION DETAILS


POSITION TITLE

Asst. Manager- Marketing – Sony YAY!

NAME


FUNCTION

Marketing

SUB-FUNCTION

Marketing


SUPERVISOR POSITION

Manager – Marketing, Sony YAY!

SUPERVISOR NAME

Richa Vyas


GRADE

F1

LOCATION

Mumbai



POSITION PURPOSE



The position is responsible for content marketing and ensure it reaches out to the right consumers using the right media platforms and associations



POSITION SIZE


FINANCIAL / OPERATIONAL

NON-FINANCIAL


DIRECT REPORTEES

0


INDIRECT REPORTEES

0


GEOGRAPHICAL COVERAGE


Domestic



POSITION CONTEXT



Each channel has multiple shows/properties that need marketing support, the role supports in the d esign and deployment of marketing strategy and plans by leveraging consumer insights and innovation in order to increase consumer reach, market share, and ratings of the channel in alignment with the brand identity.



POSITION SPECIFICATION


Education

Post Graduate Diploma in Management with specialization in marketing


Experience

Experience in building strategic and creative consumer marketing campaigns, preferably with a background in entertainment (TV and/or film) or worked at a top innovative brand, advertising agency with an emphasis on Content Marketing Min 5+ Years of experience



POSITION INTERLINKAGES


WITHIN THE ORGANIZATION

OUTSIDE THE ORGANIZATION

• Programming team
• OAP Team
• Corporate PR Team
• Distribution Team
• Ad Sales & Branded Content
• Commercial Team
• Legal Team
  

• Creative and marketing agencies
• Event management agencies
• Media and PR agencies
• Ad agencies
• Digital Agencies
• Print and Radio partners etc
  

TECHNICAL COMPETENCIES

BEHAVIORAL COMPETENCIES

• Understanding the nuances of Brand Communication and Campaigns
• Understanding of preferences and consumption pattern of consumers
• Language precision
• Understanding of the Broadcast industry
• Understanding of BARC data
• Data interpretation and analysis skills
• Understanding of content
• Understanding of marketing concepts and techniques
• Willingness to learn and pick up new assignments

• Stakeholder management
• Effective and clear briefing to the agency
• Working with People
• Vendor management
• Presenting and Communicating
• Analytical ability
• Planning and organizing
• Coping with pressures
  

AREAS OF RESPONSIBILITY


#

AREA

KEY ACTIVITIES

KEY METRICS


1

Creating Effective Launch and Sustenance Communication

• Understand the show/brand proposition and plan/create a communication plan/s as required for Launches/Sustenance/Campaign etc
• Create consumer-insight frameworks to arrive at right propositions and sharp briefs
• Brief agencies on the requirement/insight and evaluate the agency ideas
• Work out a 360 degree communication plan and seek approvals on the best solution
• Work with the creative agency to develop plans and translate the same in to creative deliveries
• Planning and executing the communication translation to all the media mixes (print, outdoor, social, digital etc)
• Optimal utilization of media vehicles as per budget
• Deployment of new and evolving modes of marketing

• Channel and show ratings wt the medium
• Share of voice
• Reach
  

2

Public Relations

• Brief PR team for new initiative/sustenance campaign requirements
• Work on show or movie launches/new seasons campaigns with the team
• Crack media (TV/Print/Digital/Influencers etc) associations to amplify all our PR initiatives
• Create aggressive trade/consumer plans for the brand/shows across the year to have high buzz across all the P1 markets
• Identify innovative ways of creating buzz/virality around brand high points – Consumer/Trade
• Creating/executing plans to keep amplifying the equity of stakeholders in trade
• Creating innovative ways to have a sustained engagement with trade/consumers
• Getting effective releases written by the agency
• Ensuring effective brand presence across all trade events and conferences
• Tracking competition

• Coverage
• Media Amplification
• Partners
• Innovation
  

3

Distribution

• Regular reporting of the brand’s latest distribution status on ground
• Partnering with the DTH and MSO operators in all markets to use their platform to amplify the brand communication across the year
• Strike annual barter associations with all the major players across the markets for a sustained awareness campaign on their platforms
• Create and execute annual promotion plans with all the operators

• Plan efficiency
• Associations and barter value
• Sustenance
  

4

Strategic Associations

• Identify and crack potential associations wrt media (Print, TV, Radio, Digital etc), relevant brands (eg, kids), other partners for instance malls/theme parks for amplification of brand communication through their inventories
• Identifying and creating content integration partners (Show/Movies) etc
• Cracking and executing barters deals across all the markets

• Engagement Score
• Views& Reach
  

5

On Ground

• Briefing and calling for pitches from execution agencies for events required
• Getting the most effective plan closed and executed efficiently
• Innovating ways on on ground engagement
• Ensuring timely execution of all elements required
• Following with the commercial team for timely closure of the processes
• Ensuring timely payment to the vendors

• Efficient planning and execution
• Timely closure of elements as required
• Seamless event execution
• Innovative approach
  

6

Innovation

• Involved in ideation, responsible for supporting new initiatives for brand engagement
  

• No of innovations and amplification received
  

7

Manage vendor relations

• Identify required agencies based on their strengths and the events requirements
• Manage relations with existing vendors (Marketing and Creative Agencies, Ad Agencies, Event Management Agencies, etc.)
• Evaluate performance of vendors during campaigns and provide feedback as required

• Effective budget management and utilization
• Identification of the right vendor
• Ensuring delivery as per timelines
  

DATE OF REVIEW

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