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Executive Director - Ad Sales Strategy

Apply NowApply Later Job ID 4af0dedd-5d41-4125-a72f-611dda947388 Location Mumbai, India Business Disney+ Hotstar Date posted Sep. 19, 2022

Job Summary:

Disney+ Hotstar is the fastest growing entertainment brand in India with one of the largest subscription services in the country, and millions more accessing quality entertainment that’s available free. Over the past six years, Disney+ Hotstar has been instrumental in shaping how Indians consume their favourite content, migrating audiences at scale from television to a device of their choice. 

ABOUT THE ROLE 

As Executive Director, Ad Sales Strategy, you are expected to be a key link between Content team and Sales teams and drive the brand philosophy and sales strategy for Disney+ Hotstar. You will effectively forecast, plan and price based on deep understanding of customer needs and patterns. You will own the build up of the 1 to 5 year operating plans for the Ads business, and work closely with management on the strategic roadmap for the platform, with a focus on key bets and initiatives to drive Ad Revenue for Disney+ Hotstar.

YOUR KEY RESPONSIBILITIES

  • Strategic KRAs
Customer and Pricing Strategy:
  • Defining the pricing strategy for Disney+ Hotstar offerings basis our business objectives, budget for the year, market scenario, competition etc. in order to ensure the sales organization achieves overall revenue target
  • Driving the pricing agenda -setting benchmarks, final sign-offs on deals, negotiating with agencies / clients if required
  • Build client wise strategy/ deal structuring for Disney + Hotstar which includes creating and recommending client pricing options for individual client deals, building monthly client packages including decisions on what time bands to allocate to each client based on what works for their target segments and track deviations in delivery
  • Build sponsor packages for impact shows and ensure maximum monetization for each property on the channel
  • Build band wise revenue budget, show and property wise pricing including determination of sponsor packages
  • Create and maintain strategies based on key genres to help understand the genre behavior, trends, movements etc. that may have impact on business

Strategic Forecasting:
  • Key owner for building strategic roadmap for the ads business along with management.
  • Creating revenue business plan across portfolio of offerings across entertainment and sports.
  • Building bottom up revenue plans for the fiscal, quarter & month
  • Tracking performance vs. annual plan, revising forecasts etc.

  • Operational, Process & Technology related KRAs
Product Understanding:
  • Developing insights into the genre & Disney+ Hotstar deliveries to develop customized pitches for clients
  • Creating & implementing trade marketing agenda for Disney+ Hotstar
  • Define a measurement process to ensure that clients and agencies are aligned on key performance metrics, establishing realistic business goals, and providing frontline support through reporting and analytics
  • Impact landscape sizing of a particular genre – understand the kind of impact properties across Disney+ Hotstar, changes and evolutions compared to the previous year and deeper understanding of the advertisers who buy impact

Cross functional collaboration 
  • Engage with sales teams for ensuring revenue rationalization by forecasting projections/trends for a healthy business and designing attractive packages for the sales team to take to the market, conducting roadshows
  • Prepare the sales team so they can handle queries from clients and media planners/buyers with confidence
  • Supporting ad sales team with operational tasks on rate cards, internal deal approvals, client sales proposals etc.
  • Liaising with internal stakeholders to understand product changes planned, new monetization opportunities etc.
  • Coordinate with various stakeholders across sales, programming, marketing and operations teams to ensure information dissemination, 100% fills and maximum revenue for each timeslot

Use of Tools and Systems:
  • Building an understanding of the industry and clients through industry reports, trends, articles and digital/ OTT data to know plans of our key clients and categories to pre-empt the sales team for proactive pitching
  • Analyze market trends, media performance versus brand parameters and other critical trends
  • Helps building client dockets to understand the advertising patterns for key advertisers versus competition genre wise, channel wise, brand wise, market wise and make recommendations basis the same to improve the efficiency of clients’ buys
  • Deep dive on how advertisers in various sectors buy across genres – understanding the top 7 categories, players, buying mix, impact purchased, channel mix, etc.

  • Financial Accountability / Commercial Impact:
  • Sales and Yield Delivery.
  • Achieve yield objectives of annual plan.
  • Develop a strategy for the next year including customer strategy, pricing strategy and offerings  wise plans to add up to the ad sales revenue

  • People Management KRAs
  • Building bench strength in team by providing coaching and shaping next in line.
  • Establishing clear deliverables and work plans for the team
  • Developing talent and career management by identifying learning opportunities, recognizing and rewarding high performance and coaching and mentoring

WHAT TO BRING

  • 12-15 years of post-qualification experience; previous 2 to 3 years experience in a similar role
  • Strong quantitative and analytical ability
  • Knowledge of media measurement tools
  • Excellent quantitative aptitude
  • Strong Interpersonal skills with an assertive personality
  • Excellent communication and presentation skills

OUR VALUES

  • We are customer obsessed
  • We are audacious in vision and action
  • We encourage honesty and open dialogue
  • We respect everyone and every point of view
  • We make objective and data-driven decisions
  • We believe trust and accountability go hand-in-hand
  • We invest in each other's growth
  • We bring our A-game and nothing else
  • We take charge and get it done

THE PERKS

  • The glory
  • Almost too much responsibility
  • No dress code
  • Unlimited leave
  • A fun-life balance
  • A ticket on our rocket ship to the moon
WHO WE ARE AS AN EMPLOYER 
We are an equal opportunity employer and all qualified applicants will receive consideration for employment without regard to race, colour, religion, sex, national origin, gender identity, disability, protected veteran status, or any other characteristic protected by law. We will consider employment qualified applicants with criminal histories consistent with applicable law. 

WHO WE ARE AS A COMPANY 
We’re Disney+ Hotstar. The go-to destination for over 300 million users for everything from Live Sports, Indian and International Shows and Movies to all Disney content, including Pixar, Marvel, Star Wars, National Geographic and Disney+ originals. Our mission is to revolutionize internet entertainment through smart personalization, and by building a global video platform that takes over the world wide web and the whole wide world. 

#Non-tech

About Disney+ Hotstar:

Hotstar is one of the fastest growing video-on-demand services. Scratch that. We’re Hotstar. The go-to destination for over 100mn active users who seek anything from award-winning English shows and movies to regional content to live sports. Our mission is to revolutionize internet entertainment through smart personalization, and by building a global video platform - talk about taking over the world wide web and the whole wide world. We believe there are only two ways to realize our goals – by daring or daring more.

About The Walt Disney Company:

The Walt Disney Company, together with its subsidiaries and affiliates, is a leading diversified international family entertainment and media enterprise with the following business segments: media networks, parks and resorts, studio entertainment, consumer products and interactive media. From humble beginnings as a cartoon studio in the 1920s to its preeminent name in the entertainment industry today, Disney proudly continues its legacy of creating world-class stories and experiences for every member of the family. Disney’s stories, characters and experiences reach consumers and guests from every corner of the globe. With operations in more than 40 countries, our employees and cast members work together to create entertainment experiences that are both universally and locally cherished.

This position is with Novi Digital Entertainment Pvt Ltd, which is part of a business we call Disney+ Hotstar.

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