Director – Live Sports Marketing (Light / New Fans)

We are looking for a sports-obsessed marketer to lead audience acquisition and growth for live sports by expanding the light and new fan base across television and digital. In this role, you will drive how new audiences discover, sample, and return to marquee sports properties, building repeat viewing behaviour among casual fans and converting them into habitual sports viewers. You will lead real-time marketing interventions during live tournaments to maximize reach, drive consumption, and accelerate audience growth, with a strong focus on mobile as a key driver of new fan acquisition. This role is ideal for a marketer who combines growth thinking, consumer insight, and execution agility to scale live sports audiences in high-intensity, fast-moving environments.

What You Will Do:

Own the growth of the light and new fan cohort by expanding audience scale, increasing consumption per viewer, improving repeats intra-tournament , strengthening inter-tournament stickiness, and building platform loyalty.
Define cohort-specific growth strategies for marquee sports properties, setting objectives across awareness, intent to watch, reach, frequency, and viewership metrics.
Identify real-time opportunities during tournaments and activate interventions around marquee clashes, player spikes, rivalry narratives, regional fandom pockets, tournament turning points, and adjacent audience interests of light sports fans.
Translate audience, market, and viewership insights into actionable marketing interventions that improve discovery, engagement, and repeat consumption.
Develop and execute integrated marketing campaigns across television, digital, social, paid media, partnerships, PR and activations to maximize audience growth during live tournaments.
Partner with research teams to analyze viewership trends, audience triggers, and barriers, and use those insights to refine communication strategies and improve marketing effectiveness.
Lead cross-functional teams to deliver end-to-end tournament marketing plans with speed, precision, and strong operational discipline.
Provide data-driven recommendations to influence scheduling, promotional priorities, and in-season interventions that improve audience outcomes.
Track marketing and business metrics against defined goals, identify performance gaps, and drive corrective actions during and after campaigns.
Ensure marketing budgets are utilized effectively, ensuring optimal allocation of spends and strong cost efficiency.
Lead the mobile growth charter for live sports by accelerating adoption of on-the-go streaming, increasing habitual viewing, and driving deeper solo viewing behaviour.
Drive focused interventions across consumer insight, platform experience, partnerships, communication, and content merchandising to strengthen live sports consumption on mobile.
Collaborate closely with Programming, Research, Social, PR, Partnerships, Acquisition, Product, Distribution, Sales, and Commercial teams to align priorities and deliver tournament-level business outcomes.

What we are looking for:

8-10 years of experience in brand marketing, growth marketing, audience marketing, or category marketing, preferably in sports, media, entertainment, or consumer internet.
Strong understanding of sports audiences, live event marketing dynamics, and audience growth levers across digital and television platforms.
Proven ability to build and execute integrated marketing strategies that drive audience acquisition, engagement, and retention at scale.
Strong analytical orientation with the ability to interpret viewership data, identify audience opportunities, and convert insights into growth actions.
Demonstrated success in managing cross-functional teams and driving execution in fast-paced, high-pressure environments.
Experience managing large campaigns, optimizing budgets, and balancing long-term brand building with short-term business goals.
Strong leadership presence with the ability to influence stakeholders, drive alignment, and deliver results across multiple functions.
Passion for sports (especially Cricket),  and the agility to respond quickly to live tournament dynamics.