Job Description

Associate Director - Ad Sales, Hindi Movies, English, Info FTC Apply Later

Job ID
10066739

Location
Bengaluru, India

Business The Walt Disney Company (India)

Date posted Oct. 17, 2023

Job Summary:

About the Role:
As the Region Head for Hindi Movies, English and Info FCT, this position is responsible for owning and driving the Ad Sales efforts for the channel in the region. The incumbent will be responsible for leading a team of Ad Sales professionals, devising regional sales strategies in line with the national plan, driving teams to achieve revenue targets, and anchor relationships with strategically critical key accounts and agencies in the territory. Context: Star Gold is our flagship Paid Hindi movie Channel in Tier-1 Market and is a critical part of any client\'s HSM plan. It has been amongst the leaders in terms of reach across Hindi set of channels across Movies and has been contributing significantly to revenues since the lockdown as well. The role, therefore, becomes very critical in achievement of regular revenues, identifying WTP/CP sponsorships as well as in driving pricing by having a complete hold over their portfolio / territory. Originally launched in 2012 as Movies OK, it was rebranded on 1 February 2020 as STAR Gold 2 along with Star Gold. STAR Gold 2 is the No.1 channel in Tier 2 space competing with 8 other channels. The cluster comprise of Star Gold Romance, Star Gold Thrills & UTV Bindaas. Star Romance & Thrills have recently been relaunched and out of them Thrills have come on Free Dish which have led to channel climbing up the rankings. SG Thrills is now among top 4 channels in the Hindi Movies genre and require focus to have incremental growth and at the same time SG Romance needs attention since it is a growing channel in the genre. Also, Star Movies & Star World are our flagship English Channels and are the biggest platform for movie premieres, and impacts like Oscars and Masterchef Australia. The role is very critical in achievement of regular revenues, identifying MOTM sponsorships, and monetizing Impacts, as well as having a complete hold over the portfolio / territory.
Key Responsibilities: Strategic / Policy related KRAs Carving out a regional revenue generation strategy for the channels basis market analytics, understanding of channel performance and expectations; and basis this strategy lay the roadmap for quarterly/bi-annual/annual channel sales targets.

• Work closely with the National Channel Head to create the quarterly/bi-annual and annual sales plan by providing inputs specific to their region (key accounts and their expected advertising spends, understanding of categories etc.)
• Develop and maintain relationships with key stakeholders within agencies and brands - CMOs, Brand Leads, agency leads so as to act as a thought partner for them to help them bring in efficiencies in their advertising campaigns. Also have direct visibility on upcoming campaigns.
• Build strategies to strengthen relationships within existing clients and to identify new clients

Operational / Process / Technology related KRAs

• Build a deep product (Genre/Channel) and market (clients, agencies) understanding along with economic factors that have a direct/in\xe2\x80\x94direct impact on client spends.
• Prospect agencies and clients alike to sell our suit of offerings and solutions
• Leverage key relationships with clients and agencies to drive high value deals, complex negotiations and identify opportunities to maximise market share and revenue.
• Map competition (Sales strategy/Programs/Clients) and use market intelligence to develop strategies to maximize market share
• Supervise execution of deals and campaign effectiveness evaluation. Manage escalations and conversions based on post evaluation.
• Work with cross-functional teams internally to ensure campaign success, growth of partnerships and identify additional monetization opportunities
• Work closely with PRS and Operations teams to deliver on deals to exceed advertiser and agency marketing objectives and expectations
• Ensure adherence to internal processes and compliance guidelines

Financial Accountability / Commercial Impact

• Monthly/Quarterly/Annual revenue projections for the region
• Driving team towards accurate revenue projections and ensuring achievement of revenue numbers within timeframe
• Ensuring achievement of CPRP benchmarks and high market share by team
• Achievement of CPRP benchmarks and high market share by team
• Drive team to identify opportunities for additional revenue sources through non FCT avenues \xe2\x80\x93 Brand Solutions
• Continuously strive to identify opportunities to maximise revenue opportunities in both TV and Digital, through a bundled approach

People Management KRAs

• Driving and motivating the sales force to achieve numbers by undertaking reviews and sales funnels, and driving sales processes
• Developing talent and career management by identifying learning opportunities, recognizing and rewarding high performance and coaching and mentoring
• Building a culture of cross-functional collaboration and driving team to productively work across functions (PRS, Operations, Analytics etc.) and resolving escalations / conflict management where required.
• Managing performance of direct reports by continuous performance feedback, timely course-corrections and working with HR to launch performance plans as and when required. Ensuring similar practices are followed by all people managers within team.

Performance Measures:

• Revenue contribution

• Price / yield
• Client Count (Effective coverage)
• Coaching and developing team

Qualifications:

• Minimum Qualification: MBA
• Total of 12-14 years of experience with sales experience

Personal Attributes:

• Business acumen
• Analytical thinking
• Networking
• Process orientation
• Conflict management
• Collaboration
• Negotiation and Influencing

About Disney Star:
Disney Star is a leading media & entertainment company in India that reaches over 700 million viewers a month in nine different languages. Our entertainment portfolio which cuts across general entertainment, movies, sports, infotainment, kids, and lifestyle content generates over 20,000 hours of original content every year. Disney+ Hotstar, India\xe2\x80\x99s leading streaming platform, enables us to reach and entertain audiences anywhere, anytime. Disney+ Hotstar has changed the way Indians consume their entertainment - from their favorite TV shows and movies to sporting extravaganzas. With leadership positions in every segment it occupies, Disney Star has been redefining the media landscape for more than 30 years now, anchored on the three pillars of story-telling, innovation and an unwavering focus on delivering to the expectations of our audiences. Join us, and let\'s continue to inspire a billion imaginations.