F.Y.I.

SBS restructures its marketing department

SBS has drafted Westfield’s Ola Kay and internally promoted Nicki Martin into senior marketing roles. The announcement:

SBS today announced a new internal marketing structure and staff appointments to more effectively target SBS’s core audiences.

Former Westfield Group Marketing Manager for Community, Ola Kay will take on a newly created Marketing Manager role, with responsibility for planning and managing the marketing communications for two of SBS’s key segments: Cultural Information Seekers and World Sports Fans.

SBS Communications Manager Nicki Martin also steps into a Marketing Manager role alongside Kay, focusing on the broadcaster’s younger audience segments Entertain Me’s and Cult Lads.

The structure follows a new focus for SBS Marketing for 2010 and beyond, utilising the broadcaster’s unique audience insights to achieve deeper and more relevant engagement with these four core audience segments.

SBS Group Marketing Manager Katherine Raskob said: “We have invested significant resources in pioneering audience research over the past two years and we have now

built an extensive marketing communications plan that will allow us to form stronger connections with audiences in a way that is relevant and discerning for each set.”

SBS has new plans in process to further refine this research in order to continue to understand shifts in audience demographics.

“We are very pleased to have such a highly skilled team working with audience engagement and able to adapt quickly to new insights about audiences as we discover them,” Raskob said.

Ola Kay and Nicki Martin assumed their new roles last week.

They report directly to Group Marketing Manager Katherine Raskob.

Source: SBS press release

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