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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
APPROVED BY
