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**Associate Creative Director - On Air Promotions, Movies, Channel MAX** **Location:** Mumbai **| Function:** OAP **| Reports to: Business Head – Hindi Movies** **Purpose** To lead the On-Air Promotion (OAP) strategy and brand-building initiatives for the channel. This role is responsible for driving creative excellence and producing high-impact promos that enhance channel equity, maximise reach, and grow viewership. **Key Responsibilities** 1. **Planning and budgeting** - Set and streamline OAP processes, documentation systems, and promo-tracker governance across all channels. - Ensure efficient use of process manuals and workflow structures for operational consistency. - Drive efficiency gains in people and resource utilisation. - Review ongoing performance vs. expectations and align processes as required. **2.Promotion planning** - Own cluster-level OAP & creative strategy for the channel. - Ensure consumer-centric, clutter-breaking communication that is competitive across brands. - Drive creative alignment with Programming & Brand teams to maintain distinctiveness. - Review on-air output vs. benchmarks and ensure adherence to brand tone, budgets, and timelines. **3.Promotion operations** - Drive achievement of GRP, share, and revenue targets for the channel through strategic OAP delivery. - Ensure all promo campaigns are aligned to channel and revenue objectives. - Monitor performance outcomes and ensure OAP initiatives support required GRP and share goals. **4.Managing team performance** - Build leadership bench strength and succession planning within the OAP cluster. - Create synergy across clusters by optimally sharing creative resources. - Lead capability-building, mentorship, and collaboration initiatives across the creative teams. - Champion team feedback culture and ensure high engagement. **Key Metrics** - Promo tracker adherence - Efficiency gains in people & resource utilization - On-air output quality vs benchmarks - Brand equity/perception shifts - Adherence to budgets & timelines - Achievement vs GRP, share & revenue targets - Performance mapped to bands - Leadership & capability-building initiatives - Team review feedback - Cross-cluster resource utilisation **Technical Competencies** - Understanding of consumer profile and preferences - Understanding of latest patterns of promotion and communication - Understanding of the entertainment industry - Knowledge of scripting, editing, graphics, and shooting for short formats **Why join us?** Sony Pictures Networks India Private Limited (SPNI) (formerly known as Culver Max Entertainment Private Limited) is an indirect wholly owned subsidiary of Sony Group Corporation, Japan. A leading media and entertainment conglomerate, SPNI comprises 29 Premium Channels in both SD and HD formats, including leading Hindi General Entertainment Television Channels - Sony Entertainment Television; Sony SAB and Sony PAL; Marathi General Entertainment Channel - Sony Marathi; Bangla General Entertainment Channel - Sony AATH; Hindi Movie Channels - Sony MAX, Sony MAX 1, Sony MAX 2 and Sony WAH; renowned destination for sports fans - Sony Sports Network comprising Sony Sports Ten 1, Sony Sports Ten 2, Sony Sports Ten 3, Sony Sports Ten 4, Sony Sports Ten 5; Kids Entertainment Channel - Sony YAY!; English Movie Channel - Sony PIX; Factual Entertainment Channel - Sony BBC Earth; Free Ad-Supported Streaming Television (FAST) channel in the US and Canada – Sony KAL; Digital entertainment OTT platform - Sony LIV and the independent production venture for original content and IPs for TV and digital media - Studio NEXT. This Network reaches out to over 700 million viewers in India and is available in over 150 countries. Recognized as an employer of choice within and outside the media industry, SPNI is a recipient of several awards, including India’s Best Companies to Work For 2021 by the Great Place to Work® Institute, India, Exemplars of Inclusion in AVTAR & Seramount’s Most Inclusive Companies Index 2024 and listed as one of the 100 Best Companies for Women in India for eight consecutive years by AVTAR & Seramount. In recognition of the company’s unique workplace culture and exceptional people practices SPNI won the ET Future Skills 2024 for Best Learning Program Supporting Change Transformation Business Strategy, and the TISS LeapVault CLO Awards 2024 for Best Employee Engagement Program and Best Games Based Learning Program. SPNI is in its 31st year of operations in India. Besides having overseas subsidiaries, it has a subsidiary MSM-Worldwide Factual Media Private Limited, and an affiliate, Bangla Entertainment Private Limited in India. For more information, log onto www.sonypicturesnetworks.com