Associate Vice President Marketing

Associate Vice President, Brand Marketing, Digital Business

Location: Mumbai| Function: SonyLIV | Reports to: Head of Marketing, Digital Business

Purpose

We are looking for a Brand / Creative Marketing Manager to lead marketing for key entertainment verticals, with a focus on SET and Hindi Movies on Sony LIV. The role will be responsible for building a sharper understanding of these cohorts, identifying what drives viewership and engagement, and creating strong marketing plans for priority shows, movies and campaigns. This is a brand and creative marketing role, with a strong focus on consumer understanding, data-led planning, campaign thinking and cross-functional execution.

Key Responsibilities

Strategy

Develop a strong understanding of the SET and Hindi Movies audience on Sony LIV, including viewing behaviour, content preferences, growth opportunities and retention drivers.

Analyse performance data across shows, movies, campaigns and audience cohorts to identify what is working, what is not, and where marketing can create stronger impact.

Track competition, category trends, audience shifts and content marketing best practices across entertainment, OTT, television and digital platforms.

Work closely with business, content, programming, media, analytics and other internal teams to define sharper marketing priorities for SET and Hindi Movies.

Build long-term marketing thinking for the assigned verticals, with a focus on driving viewership, engagement, retention, acquisition support and overall platform growth.

Translate business objectives into clear marketing priorities, audience opportunities and content positioning.

Bring a strong consumer and business lens to planning, ensuring that marketing is not limited to campaign execution but actively contributes to the growth of the vertical.

Campaign Planning

Create marketing plans for specific shows, movies, tentpoles and priority campaigns across SET and Hindi Movies.

Define the campaign objective, audience, positioning, key message, creative direction, media role, platform support and success metrics for each priority property.

Work closely with creative, media, PR, OAP, partnerships, analytics, content and business teams to build integrated campaign plans.

Ensure every campaign has a clear consumer proposition and is rooted in the right content insight, audience behaviour and business requirement.

Lead campaign planning from briefing to execution, including creative development, asset planning, launch timelines, stakeholder alignment and post-campaign learning.

Identify opportunities to create stronger impact through sharper positioning, better packaging, platform placements, creator/talent usage, partnerships, media support and cross-promotion.

Collaborate with analytics and business teams to track campaign performance and use learnings to improve future planning.

Maintain a clear view of upcoming priorities, launch calendars, campaign requirements and dependencies across teams.

Ensure campaigns are planned with enough lead time and delivered with strong coordination across all relevant stakeholders.

Key Metrics

Brand growth metrics - Brand awareness, recall, preference, market share, and brand equity improvement

Audience & platform growth: Increase in consumer base, viewership, user engagement, retention, and penetration

Campaign performance: ROI/ROAS, reach, impressions, CTR, conversion rates, acquisition cost, and campaign effectiveness

Social & digital performance: Social engagement rate, sentiment score, follower/community growth, and content performance

Partnership impact: Strategic alliance outcomes, partner performance, cost optimization, and incremental audience growth

Insight-led optimization: Effectiveness of data-driven decisions through consumer research, analytics, and market trends

Technical Competencies

Brand strategy & positioning: Ability to translate brand objectives into go-to-market plans and communication strategies

Integrated marketing campaign management: Planning and execution across digital, PR, social, and performance channels

Performance marketing expertise: Budget planning, media strategy, optimization, partner negotiation, and ROI management

Consumer insights & analytics: Ability to interpret market research, consumer behavior, platform analytics, and competitive trends

Digital ecosystem knowledge: Strong understanding of OTT, streaming platforms, content marketing, and digital audience behavior

Social media & creative strategy: Building impactful creatives, managing brand presence, and maintaining positive brand perception

Stakeholder & agency manage