Head - On Air Promotions & Communication, Sony SAB

Sony Pictures; Austin; On-site; CAD 100,000 - 130,000; Full time

Job summary

A global media company in Quebec is seeking a Head of On-Air Promotions. This senior leadership role will lead the creative strategy for on-air communication, driving high-impact promotional campaigns. Ideal candidates will have 15-20 years of experience in broadcast media, proven team leadership in TV networks, and strong skills in storytelling and production. The position offers a dynamic work environment with a focus on innovation and collaboration, empowering a talented team to deliver compelling content.

Qualifications

• 15–20 years of experience in broadcast media, TV promotion, or on-air creative roles.
• Proven experience leading OAP/Creative teams in a TV network or major OTT platform.
• Strong understanding of GEC (General Entertainment Channel) landscape and audience behaviour.
• Expertise in promo conceptualization, storytelling, production, and editing workflows.
• Ability to handle multiple projects with tight deadlines in a dynamic environment.
• Exceptional leadership, communication, and creative direction skills.

Responsibilities

• Own and drive the end-to-end on-air creative strategy for all shows.
• Conceptualize impactful launch campaigns that build anticipation and drive premiere ratings.
• Lead, mentor, and inspire a 10-member OAP team, fostering creativity and accountability.
• Work closely with programming, marketing, and digital teams for insights and alignment.
• Continuously evaluate promo performance and optimize messaging for improved reach.
• Oversee the final cut of all promos, ensuring excellence in storytelling and editing.

Skills

Creative Strategy & Promo Direction

Storytelling & Scriptwriting

Ratings Analysis & Data-Informed Creativity

Project & Stakeholder Management

Brand Communication

Job description

Career Opportunities: Head - On Air Promotions & Communication, Sony SAB (3372)

Job Description: Head – On-Air Promotions (OAP)

Position: Head – On-Air Promotions

Department: OAP

Reports To: Business Head – SAB

Team Size: Approx 10

Role Overview

The Head of On-Air Promotions (OAP) will lead the creative and strategic vision for Sony SAB’s on-air communication. This senior leadership role is responsible for conceptualizing, producing, and delivering high-impact launch and sustenance promos that drive viewership, strengthen brand identity, and attract new audiences to existing and upcoming shows. The role demands a seasoned creative strategist with broadcast expertise, strong storytelling instincts, and the ability to manage a high-performing OAP team.

Key Responsibilities

1. Promo Strategy & Creative Leadership

• Own and drive the end-to-end on-air creative strategy for all shows—new launches, tentpoles, movies, special events, and ongoing programming.
• Develop compelling promo campaigns that resonate with SAB’s brand values and audience expectations.
• Ensure all creatives align with channel positioning, brand tone, and content strategy.

2. Campaign Development (Launch & Sustenance)

• Conceptualize impactful launch campaigns that build anticipation and drive premiere ratings.
• Design consistent sustenance promo plans to maintain viewership throughout a show's lifecycle.
• Innovate with formats—teasers, character spots, narrative promos, short-form, long-form, IP-led visual ideas, and branded creative assets.

3. Team Leadership & Workflow Management

• Lead, mentor, and inspire a 10-member OAP team, fostering creativity, accountability, and high performance.
• Manage project timelines, resource allocation, and production pipelines to deliver high-quality outputs.
• Encourage collaboration across writing, editing, design, and production units.

4. Cross-Functional Collaboration

• Work closely with programming, marketing, digital, scheduling, and research teams for insights and alignment.
• Collaborate with external agencies, production houses, and voice-over artists to enhance creative output.
• Coordinate with channel leadership to ensure cohesive brand communication across platforms.

5. Viewership & Brand Impact

• Continuously evaluate promo performance and optimize messaging for improved tune-in and reach.
• Champion new creative trends, innovations, and storytelling styles to elevate the channel’s on-air identity.

6. Quality Control & Brand Consistency

• Oversee the final cut of all promos, ensuring excellence in storytelling, editing, graphics, and sound design.
• Maintain a strong brand voice and visual identity across all materials.

Qualifications & Experience

• 15–20 years of experience in broadcast media, TV promotion, or on-air creative roles.
• Proven experience leading OAP/Creative teams in a TV network or major OTT platform.
• Strong understanding of GEC (General Entertainment Channel) landscape and audience behaviour.
• Expertise in promo conceptualization, storytelling, production, and editing workflows.
• Ability to handle multiple projects with tight deadlines in a dynamic environment.
• Exceptional leadership, communication, and creative direction skills.

Key Skills

• Creative Strategy & Promo Direction
• Storytelling & Scriptwriting
• Ratings Analysis & Data-Informed Creativity
• Project & Stakeholder Management
• Brand Communication

Success Measures (KPIs)

• Impactful launch ratings for new shows
• Sustained viewership growth for existing shows
• High-quality creative outputs delivered within timelines
• Effective team performance and skill development
• Improved brand perception and consistency across OAP assets

Professional Attributes

• Relevant understanding of the industry & business
• Takes Initiative/ Energizes others with his/her passion
• Proactively seeks newer and better ways of operating
• Displays "Can Do" energy/ Is resourceful and persistent in overcoming obstacles
• Demonstrates accountability and is decisive in taking prudent risks/ Stretches to take risks that he/she believes in
• Takes responsibility for failures and learns from them/Suggests improvements
• Is comfortable taking hard calls and making decisions for own area
• Empowers the team and supports new ideas and data
• Requires minimal supervision and direction
• Is a strong team player, owns & celebrates success of the team or a team member
• Strives for excellence as an individual and as a team member
• Anticipates & proactively drives change
• Challenges status quo & pushes persistently for change, simplification & speed
• Is respected & inspires respect
• Is a willing listener/Frequently leverages others ideas to improve own work area
• Operates with unyielding Integrity
• Collaborates with others in an open and transparent manner
• Does not hesitate to give timely and honest feedback