Senior Manager - Marketing, Sony YAY! (Kids Channel)

Job Title: Senior Manager Marketing

Department: Marketing

Location: Mumbai

Reporting To: Head Marketing

Experience Required: 10+ years in marketing, with proven experience in campaign execution, BTL marketing, and digital monetisation. Job Summary: We are looking for a dynamic and experienced Senior Manager Marketing to lead and execute high-impact marketing initiatives.

This role demands a strategic thinker with hands-on expertise in planning and launching brand campaigns, executing on-ground IPs and BTL activities, and driving digital monetisation and engagement. The ideal candidate will bring deep understanding of brand building, consumer engagement, and media integration with a strong grasp of budget management.

Key Responsibilities:

• Launch Campaigns Plan, coordinate, and execute multi-channel product and brand launch campaigns.
• Liaise with cross-functional teams to align messaging and creative output.
• Monitor performance and optimize campaigns for maximum impact.
• On-ground IP Management Lead end-to-end execution of on-ground Intellectual Properties (IPs) and branded events. Ensure alignment with brand goals and deliver exceptional on-ground consumer experiences.
• BTL Activities Plan and supervise Below-The-Line marketing campaigns including: Canter activations in key markets School Contact Programs for brand outreach Mall activations and experiential events Ensure timely execution and quality control at all touchpoints. YouTube Monetisation Collaborate with content and digital teams to optimise video content for monetisation.
• Work with creators to grow reach, engagement, and revenue on the YouTube platform. Social Media Promotions Plan and manage both paid and organic social media campaigns. Increase brand visibility, engagement, and fan base across key platforms.
• Track analytics and refine strategies based on performance. Budget Management Allocate marketing budgets effectively across campaigns and channels.
• Track spends and ensure adherence to budget with high ROI. Present reports and financial insights to senior leadership.

Qualifications & Skills:

• MBA/PGDM in Marketing or Media related field. 10+ years of relevant marketing experience, preferably in media, entertainment, or consumer-facing sectors.
• Strong project management and team leadership skills. Proven success in executing on-ground activations and digital campaigns. Deep understanding of content marketing, influencer ecosystems, and social platforms. Strong analytical mindset with the ability to work within budgets and track KPIs