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John Sintras returns to Australia as SBS’ chief audience and content officer

One of Australia’s best-known media executives John Sintras has a new role in Australia, taking the chief audience and content officer position at SBS.

Sintras has a new role in Australia

Sintras was president of global business development and product innovation at IPG Mediabrands, but “transitioned” out of the business mid last year, following the departure of global CEO Henry Tajer.

Sintras replaces Helen Kellie who passed away in December last year.

Sintras’ return to Australia comes after he moved to New York for the IPG Mediabrands gig, which saw him work alongside Tajer’s Australian ‘entourage’, including Mat Baxter, Travis Johnson and Di Richardson.

Prior to his IPG role, Sintras was CEO and chairman of Publicis Groupe’s Starcom Mediavest.

The appointment also comes two months after SBS replaced Andrew Cook with Adam Sadler as director of media sales.

SBS’ managing director Michael Ebeid said Sintras is a seasoned and respected Australian media leader with a strong record of inspiring teams.

“As SBS increases its commitment to connect Australians with distinctive content and services on a range of devices and platforms, John’s passion in leveraging transformation and technology to deliver business growth, together with his in-depth knowledge of data optimisation and insights, will be invaluable for SBS’ future as a multi-platform digital broadcaster,” he said.

Sintras – who will have end-to-end oversight of SBS’ audience and content strategy, including its brands, marketing approach, audience engagement and analytics – said his background gave him an affinity with the multi-cultural broadcaster.

“I’m excited to be joining the great team at SBS,” he said. “As the son of Greek immigrant parents, I’m especially connected to SBS’ Charter to inspire all Australians to explore, appreciate and celebrate our diverse world.

“Australia continues to be a shining beacon of successful multiculturalism to the world. I’m looking forward to ensuring we continue to create and share meaningful and entertaining content that represents our many communities and cultures, whilst ensuring audiences can engage with SBS using personally relevant and innovative technology and platforms.”

Sintras begins the role on Monday, 16 April. Mumbrella understands Tajer is still on gardening leave, but he has been spotted at Sydney media events in recent months.

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