Azmat Sayeda Jagmag
MUMBAI
Summary
An MNE professional with experiences across entrepreneurship & leadership roles. Key expertise in building and scaling brands & businesses across SVOD & AVOD audiences. Creating pop culture moments and delivering ROI
Overview
20
20
years of professional experience
Work History
Head Partnerships Marketing & Ad Solutions Marketing: D2C & Linear - INSEAK
Warner Bros Discovery
02.2021 - Current
- Bringing in the balance between brand and business thinking to maximize reach and revenue KPIs
- Reinvent the partner marketing approach, develop scalable frameworks, and implement global best practices learnings & sharing
- Prepare for the launch of MAX D2C service in the region, driving APAC’s scale and revenue potential through concerted focus on the partnership approach.
Marketing Head: India (discovery + & linear channels)
Warner Bros Discovery
02.2021 - 08.2023
- Leading a diversified portfolio of 18 broadcast channels including – Cartoon Network, Pogo & Dkids, Discovery, TLC, Animal planet & scale the niche app - discovery +
- Leading growth through uncertain and complex times: With the external and internal complexities at play, developed the “Grow
- Maintain
- Defocus” strategy to maximize ROI resulting in exponential growth in the kids cluster and enhanced ROI on the DTC efforts
- Change Management: After the merger of Warner Bros
- Discovery lead diverse teams across different verticals and organizations as they came together and creating a culture of trust and collaboration
- Implemented a platform agnostic team structure in India resulting in raising marketing bar, and optimum deployment of resources across linear & digital
- Unlocked a monetization stream: Pivoted marketing to a revenue generating function with focused efforts on marketing asset monetization with strong distribution deals for our music assets, YT strategy to double revenue within a year
- A strong distribution revenue share deal on The Sajna Song, resulting in Sajna recouping its cost within a year and becoming a strong revenue generating asset
- Influence Original Content Launch Strategy: Took ownership of original content launch planning strategy on discovery+ and play a key influencing role in leading and closing conversations with key stakeholders
- Institutionalized genre level creative analytics for military genre, murder mysteries, horror, offers creatives
- Achievement on key metrics across upper and lower funnel – Achieved 150-200% of targets on brand awareness, subs target – organic & inorganic, social , searches, Creative Optimization + Costs Rationalization
- Won 35+ major awards on marketing shows, & use of technology in marketing, include winning The Globies twice - The Globies is an internal award for the best marketing outcomes across WBD global teams
- Created and implemented the first ever Crisis Management Playbook in WBD India.
Founder
Masala Chai
01.2019 - 01.2021
- Launched, monetized and marketed Pooja Films Music Label: Jjust Music
- Created a sustainable growth business in regional music in India
- Created a strong ROI model and digital transformation for regional labels and content companies
- Revenue deals with music distribution platforms
- Lead the marketing and visibility across streaming services.
Marketing Head
Zee Entertainment Enterprise Ltd
01.2005 - 01.2018
- Across a tenure of 13 years, achieved fast track growth from marketing executive to CMO
- Through the tenure led marketing for Zee TV, Zee Cinema, Zee Anmol and was a part of the core leadership team that pivoted Zee from a non-native digital organization to a front runner in digital innovation and growth
- Core member of several special projects across launch of pay tv channels, FTA channels, Zee Network brand refresh, setting up the digital marketing ecosystem and launching several events across films & TV - viz Zee Cine Awards, Zee Rishtey Awards and more
- Led a team of over 30 people , managing budgets upwards of $30 Mn p.a, I fronted the liaison of unifying Zee’s international brand footprint in over 190 countries.
Advertising Executive
FCB Ulka
01.2004 - 01.2005
Independent Consultant
SonyLIV
- Consulted to craft the creative and media strategy of marquee originals across owned, purchased and earned mediums
- Drove the in-app growth and engagement efforts for domestic and international markets
- Set up the marketing & digital arm of leading Bollywood film production studio - Puja Entertainment
- Managed independent artists and unlocked distribution deals and marketing ROI for them by leveraging the power of consolidation.
Skills
- Strategy
- Ideation
- Achiever
- Relater
- Responsibility
- Business Strategy
- Brand Strategy
- ROI Management
- Streaming Tie Ups
- Partner Management
- Brand Solutions
- Framework & Process Development & Implementation
- Consumer Life Cycle Management
- Team Set Up & Management
- Consumer Insights
- Annual Budget Planning
- Content Marketing
- Digital Marketing and Innovations
- Media Planning
Academic Credentials
- Executive Leadership Program at IIM Ahmedabad
- Harvard Management Mentor Certification
- MBA (Marketing) from Chetana’s Institute of Management & Studies
- Bachelors of Commerce – H R College
Beyond Work
- Pop Culture Enthusiast
- Closet Writer
- Dancer
Industry Experience
- Media & Entertainment
- Entrepreneurship
- Music
- Broadcast
- Films
- Advertising
- D2C
Professional Highlights
- Within a span of 2.5 years at Warner Bros Discovery grew from an India role to leading a regional managing multi regional teams and global stakeholders
- Put discovery+, a niche DTC player on the mainstream pop culture map by successful use of mass marketing insights & music (Sajna Say Yes To The Dress), thus building a team with a marketing + revenue generating mindset
- Digital Transformation Leader: Channelized digital focus in non-digital native organizations like Zee & Discovery, to deliver triple digital organic growth on social & pop digital, and scaled India’ fastest growing niche app – discovery+
- Forayed into entrepreneurship and successfully demonstrated a positive ROI across businesses - music (National + regional music labels) and movies (Pooja films)
- Consulted with Sony LIV in its trajectory redefining year 2020-21
- Built one of India’s strongest entertainment brands - Sa Re Ga Ma Pa & Dance India Dance, creating cultural paradigm shifts & some of the biggest pop culture moment
- Felicitated as a leading woman in New Age Media & Entertainment by Google & co-authored brand case study for IIM
- Led marketing for top two pay tv mass entertainment channels - GEC & movies & No1 FTA channel
Timeline
Head Partnerships Marketing & Ad Solutions Marketing: D2C & Linear - INSEAK
Warner Bros Discovery
02.2021 - Current
Marketing Head: India (discovery + & linear channels)
Warner Bros Discovery
02.2021 - 08.2023
Founder
Masala Chai
01.2019 - 01.2021
Marketing Head
Zee Entertainment Enterprise Ltd
01.2005 - 01.2018
Advertising Executive
FCB Ulka
01.2004 - 01.2005
Independent Consultant
SonyLIV
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