The Franchise Marketing team positions, launches, sustains and builds SPT brands across all traditional and emerging platforms. Franchise building and consumer activation is key to driving business results throughout the multi-windowed lifespan of a series.
Reporting to the SVP, Marketing, the Director, Digital Marketing will be responsible for developing, creating and supporting digital and social-based marketing initiatives as well as digital retail platforms across all Sony Pictures Television (SPT) properties with an eye toward increasing series awareness, tune-in and maximizing digital revenue.
Strategize in partnership with the U.S. Franchise Marketing team to drive and elevate digital and social marketing of SPT series throughout all windows of distribution.
Develop breakthrough and buzz-generatingonline, mobile and social initiatives supporting internal and external distribution partners with a focus on increasing awareness and digital consumption.
Manage paid media agency relationship and negotiate and execute paid media campaigns (creative approvals, delivery, reporting) by show to encourage conversation and increase fan-base.
Function as digital expert on all SPT brands with an eye towards identifying and maximizing earned media value.
Strategize and execute paid influencer activations to drive series awareness.
Manage and consult with SPT brand leads on global digital extensions.
Manage and consult with SPT Licensing & Merchandising team on digital retail platforms and product rollouts.
Identify and educate all teams on emerging innovative solutions and digital competitive initiatives.
Maintain a roster of relationships across the digital landscape (Facebook, Twitter, Google, YouTube, Snapchat, Pandora, etc.) with an immediate ability to execute both short and long-term marketing goals of all SPT teams.
Manage SPT’s “Social Listening Projects” leading day-to-day efforts tracking consumer response to all marketing initiatives as well as SPT-distributed series, while reporting on detailed sentiment to ensure the strongest pulse on social conversations.
Lead the execution of assigned projects focused on promoting franchise growth, driving ancillary revenue streams, and delivering against SPT objectives for multi-windowed lifespan of properties, including VR/360 initiatives.
Work with internal teams, including Current Programming, Production, Creative Services, Media Relations, Consumer Products, Home Entertainment, International Distribution, Research, Finance and Legal groups to form strategic alliances, ensuring all opportunities are fully realized and objectives are being met.
Collaborate with other Sony divisions (Corporate, Theatrical, Music, PlayStation) to create and execute synergistic efforts across brands and platforms.
Act as official liaison for all digital platforms and own relationships with internal and external partners’ digital teams, social agencies, social sites, third party sweeps, and online databases.
Manage the development and execution of digital promotional partnerships ensuring kickoff with internal and external colleagues, inviting input and feedback from key stakeholders, managing timelines and ensuring seamless execution from development to completion and timely post-merchandising.
Create show URL’s and social profiles, and oversee social profile setup and management.
Partner with network digital/social counterparts to recommend and capture content for sustain and support with media when necessary, as well as managing talent-based social initiatives (Facebook Live, Live Tweeting, etc.)
Facilitate social promotion of official store products, launches or auctions with partners, talent, PR, etc. Create and execute digital extensions of online stores, monitor social feedback on products or product requests, optimize merchandising strategy in online stores.
Provide consultation and support for and share digital marketing strategies with worldwide SPT Marketing team.
REQUIREMENTS
Ability to foster collaboration, value others’ perspectives and gain support and buy-in for organizational proposals.
Experience managing agency and vendor relationships.
Ability to drive results and think strategically.
Ability to think and implement at an enterprise level.
Excellent communications and interpersonal skills.
Knowledge of web development tools and programs.
Understanding of marketing and sales processes, including paid media.
Strong project management skills.
Excellent analytical ability, attention to detail, and ability to work independently and in teams.
Deep understanding of and insight on digital across the entertainment and media business.
Experience in managing brand sites, social media and e-commerce.
Ability to lead and influence at all levels across the organization.
Very strong time management and multitasking skills.
Knowledge of social analytics tools and best practices.
Ability to work cross functionally, both internally and externally.
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