Head - On Air Promotions & Communication, Sony SAB

Career Opportunities: Head - On Air Promotions & Communication, Sony SAB (3372) Job Description: Head – On-Air Promotions (OAP) Position: Head – On-Air Promotions Department: OAP Reports To: Business Head – SAB Team Size: Approx 10 Role Overview The Head of On-Air Promotions (OAP) will lead the creative and strategic vision for Sony SAB’s on-air communication. This senior leadership role is responsible for conceptualizing, producing, and delivering high-impact launch and sustenance promos that drive viewership, strengthen brand identity, and attract new audiences to existing and upcoming shows. The role demands a seasoned creative strategist with broadcast expertise, strong storytelling instincts, and the ability to manage a high-performing OAP team. Key Responsibilities 1. Promo Strategy & Creative Leadership - Own and drive the end-to-end on-air creative strategy for all shows—new launches, tentpoles, movies, special events, and ongoing programming. - Develop compelling promo campaigns that resonate with SAB’s brand values and audience expectations. - Ensure all creatives align with channel positioning, brand tone, and content strategy. 2. Campaign Development (Launch & Sustenance) - Conceptualize impactful launch campaigns that build anticipation and drive premiere ratings. - Design consistent sustenance promo plans to maintain viewership throughout a show's lifecycle. - Innovate with formats—teasers, character spots, narrative promos, short-form, long-form, IP-led visual ideas, and branded creative assets. 3. Team Leadership & Workflow Management - Lead, mentor, and inspire a 10-member OAP team, fostering creativity, accountability, and high performance. - Manage project timelines, resource allocation, and production pipelines to deliver high-quality outputs. - Encourage collaboration across writing, editing, design, and production units. 4. Cross-Functional Collaboration - Work closely with programming, marketing, digital, scheduling, and research teams for insights and alignment. - Collaborate with external agencies, production houses, and voice-over artists to enhance creative output. - Coordinate with channel leadership to ensure cohesive brand communication across platforms. 5. Viewership & Brand Impact - Continuously evaluate promo performance and optimize messaging for improved tune-in and reach. - Champion new creative trends, innovations, and storytelling styles to elevate the channel’s on-air identity. 6. Quality Control & Brand Consistency - Oversee the final cut of all promos, ensuring excellence in storytelling, editing, graphics, and sound design. - Maintain a strong brand voice and visual identity across all materials. Qualifications & Experience - 15–20 years of experience in broadcast media, TV promotion, or on-air creative roles. - Proven experience leading OAP/Creative teams in a TV network or major OTT platform. - Strong understanding of GEC (General Entertainment Channel) landscape and audience behaviour. - Expertise in promo conceptualization, storytelling, production, and editing workflows. - Ability to handle multiple projects with tight deadlines in a dynamic environment. - Exceptional leadership, communication, and creative direction skills. Key Skills - Creative Strategy & Promo Direction - Storytelling & Scriptwriting - Ratings Analysis & Data-Informed Creativity - Project & Stakeholder Management - Brand Communication Success Measures (KPIs) - Impactful launch ratings for new shows - Sustained viewership growth for existing shows - High-quality creative outputs delivered within timelines - Effective team performance and skill development - Improved brand perception and consistency across OAP assets Professional Attributes - Relevant understanding of the industry & business - Takes Initiative/ Energizes others with his/her passion - Proactively seeks newer and better ways of operating - Displays "Can Do" energy/ Is resourceful and persistent in overcoming obstacles - Demonstrates accountability and is decisive in taking prudent risks/ Stretches to take risks that he/she believes in - Takes responsibility for failures and learns from them/Suggests improvements - Is comfortable taking hard calls and making decisions for own area - Empowers the team and supports new ideas and data - Requires minimal supervision and direction - Is a strong team player, owns & celebrates success of the team or a team member - Strives for excellence as an individual and as a team member - Anticipates & proactively drives change - Challenges status quo & pushes persistently for change, simplification & speed - Is respected & inspires respect - Is a willing listener/Frequently leverages others ideas to improve own work area - Operates with unyielding Integrity - Collaborates with others in an open and transparent manner - Does not hesitate to give timely and honest feedback #J-18808-Ljbffr