Station Manager

Sinclair Broadcast Group•New Bern, NC

About The Position

Sinclair is seeking a hands-on, strategic Station Manager to lead a market. This frontline leadership role prioritizes revenue growth, a clear digital revenue strategy, and operational partnership with the General Manager. The Station Manager will co-author the station operating plan, own digital growth, and translate strategy into measurable sales and operational execution. The role focuses on developing and scaling digital products and integrating them with traditional television packages; planning and executing sales strategies; and managing forecasting, pipeline health, budgets, and key performance indicators. The Station Manager partners daily with the General Manager on the operating plan and manages employee and station relations when the General Manager is absent, including continuity during breaking news or weather events. Success is measured by digital revenue growth, integrated campaign penetration, operating-plan performance, and sales team performance.

Requirements

At least 5 years in senior management at a TV station or media company, with a hands-on background in TV advertising sales and operations.
Proven track record of growing digital revenue, with direct experience in OTT/CTV, programmatic, social, email, and digital sponsorship products.
Strong capability in data, analytics, and attribution, including translating metrics into pricing, packages, and sales programs.
Experience co-creating operating plans and managing P&L with station leadership, with strong budgeting and forecasting skills.
Demonstrated leadership in hiring, coaching, motivating, and holding 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, including comfort presenting results and strategy to senior leadership.
Proficiency with Excel, PowerPoint, and CRM systems.

Nice To Haves

Familiarity with programmatic/SSP/DSP tools.
OSI or similar traffic/billing experience.
Experience building 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.

Responsibilities

Co-create and execute the station Operating Plan with the General Manager, including forecasting, P&L management, budget accountability, and execution of quarterly and annual targets.
Own the station’s digital revenue strategy and grow streaming/OTT, programmatic, social, display, mobile, email, and lead-generation income.
Develop and scale digital product offerings, including OTT/CTV, programmatic, social, email, local search, and lead generation, and integrate them with traditional TV packages.
Design go-to-market plans for linear and digital-first programs, measure performance, and iterate to scale successful approaches.
Partner with the General Manager on budgets, revenue targets, staffing plans, promotions calendars, and contingency plans for breaking events.
Lead sales strategy and execution; train and coach the sales team to sell integrated, data-driven campaigns and demonstrate value with metrics.
Own sales forecasting, pipeline health, and KPI reporting, and use analytics to drive pricing.
Drive new business development through targeted outreach and modern prospecting techniques.
Manage employee relations and station relations in the General Manager’s absence, ensuring on-air and digital continuity during breaking news or weather events.
Hire, mentor, and hold staff accountable, fostering a collaborative culture that balances creativity with performance.
Build and maintain local client relationships and identify and convert non-traditional revenue opportunities, including events, sponsorships, and branded content.
Ensure alignment across news, promotions, engineering, and finance departments.