Station Manager

Sinclair Broadcast Group•New Bern, NC

About The Position

Sinclair is seeking a hands-on, strategic Station Manager to lead a market in a frontline leadership role focused on revenue growth, digital strategy, and operational execution. The Station Manager co-creates and executes the station Operating Plan with the General Manager, manages forecasting, P&L, budgets, and tactical plans, and turns strategy into measurable sales and operational results. The role owns the station’s digital revenue strategy across streaming/OTT, programmatic, social, display, mobile, email, local search, and lead generation, while integrating digital products with traditional television packages. The Station Manager leads sales strategy and team development, manages forecasting and KPI reporting, pursues new business, maintains local client relationships, and coordinates across station departments. In the General Manager’s absence, the role manages employee and station relations and supports continuity during breaking news or weather events. Success is measured by digital revenue growth, integrated campaign penetration, Operating Plan performance, forecast accuracy, and sales team results. Sinclair describes the role as offering strategic impact across two markets and the opportunity to build a digital-first revenue engine while maintaining linear strengths.

Requirements

At least 5 years of senior management experience at a TV station or media company, with hands-on experience in TV advertising sales and operations.
Proven record of growing digital revenue, with direct experience in OTT/CTV, programmatic, social, email, and digital sponsorship products.
Strong data, analytics, and attribution skills, including the ability to translate metrics into pricing, packages, and sales programs.
Experience co-creating operating plans and managing P&L with station leadership, along with strong budgeting and forecasting skills.
Demonstrated ability to hire, coach, motivate, and hold sales and operations teams accountable.
Strong negotiation and closing skills and a focus on new business development using modern prospecting tools such as CRM and AI.
Excellent written and oral communication skills and comfort presenting results and strategy to senior leadership.
Excel and PowerPoint skills and familiarity with CRM systems.
Familiarity with programmatic/SSP/DSP tools is preferred; OSI or similar traffic/billing experience is a plus.

Nice To Haves

Experience developing pricing and packaging for new linear and digital products and working with third-party vendors.
Demonstrated use of AI or automation in sales operations.
Background in community engagement that drives audience growth and advertiser affinity.
Programmatic/SSP/DSP familiarity.
OSI or similar traffic/billing experience.

Responsibilities

Co-create and execute the station Operating Plan with the General Manager, including forecasting, P&L management, budget accountability, and tactical execution against quarterly and annual targets.
Own and grow digital revenue across OTT/CTV, programmatic, social, display, mobile, email, local search, lead generation, and digital sponsorships; develop integrated products for local advertisers.
Create go-to-market plans for linear and digital-first programs, measure performance, and refine plans to scale successful offerings.
Develop and scale digital products and integrate them with traditional TV packages.
Partner with the General Manager on budgets, revenue targets, staffing plans, promotions calendars, and contingency plans for breaking events.
Lead sales strategy and execution, training and coaching the sales team to sell integrated, data-driven campaigns and demonstrate value through metrics.
Own sales forecasting, pipeline health, KPI reporting, and analytics-informed pricing.
Drive new business development through targeted outreach and modern prospecting methods.
Manage employee and station relations in the General Manager’s absence and ensure on-air and digital continuity during breaking news or weather events.
Hire, mentor, and hold staff accountable while fostering a collaborative, performance-oriented culture.
Build and maintain local client relationships and identify and convert non-traditional revenue opportunities such as events, sponsorships, and branded content.
Ensure alignment across news, promotions, engineering, and finance.
Meet performance measures for digital revenue growth, integrated campaign penetration, revenue and margin versus budget, forecast accuracy, sales budget attainment, pipeline conversion, and average deal size.