Sonali Datta Email and Phone Number

Strategically shaping the content offering across SVOD & AVOD for Disney+ hotstar - focused on Hindi, English portfolios, fiction & non fiction. Development of the pipeline on time, and with consumer learnings & storytelling method built into script.

Running the strategic agenda for the Content unit - defining how we win, what we build basis business ambition. Building research, consumer knowledge and method into scripts. Focused on Disney+ hotstar Hindi Specials

Built the department : combines storytelling tools, data science, consumer research, content learnings — working with writers, analysts alongside programmers and production houses, as well as marketing — to deliver bigger hits Was also the central strategy person framing and holding annual business plans and bridging the task on which content bets will deliver + what further shows to commission Achievements: - Star Plus achieves the highest shares of its last 7 years - new methods applied in developing content : an engine room that can deliver better hit rates (Star Plus hit rates surpass industry) - constant show wise diagnostic and improvement to see ratings uptick - consistent 6-7 out of 10 top shows in the country belong to Star Plus

Delivering ad revenues for English portfolio (12 channels) - across Star Movies, Star World, National Geographic & Fox Life brands. Led a team of 8 & worked with 50-60 frontline sales, operations & traffic/ presentation teams across the 4 branches + Channel Programming/ Marketing, Legal, Commercial, Finance. Achievements: * Consistent national wallet shares of 35-40%+ levels for Star in the market* Highest-ever values on multiple impact properties & sponsorship tiers (handled monetisation for: Koffee with Karan S6, Game of Thrones S8, Masterchef Australia S10 & S11, The Oscars ‘18 & ‘19, Megaicons S1 on Nat Geo) * Brand+content propositions for advertisers on TV & beyond (on ground, digital, contests, merchandise, shoots etc) - eg Maruti Nexa’s #greatestfanever; Johnnie Walker’s 18 onground events around ‘White Walker’ edition launch* Cross-screen content selling: TV+ hotstar (45-50% hotstar revenue on Koffee S6 driven by the TV team) + cross-channel/network selling packages (eg Blenders Pride Fashion Week; Free Solo) * Award winning content-brand integration product concepts designed & executed on Koffee with Karan S6 : Emvies Gold, Abbys Gold accorded to our Media Agency partners - Essence.

Drove the MD's strategic agenda for India's largest media conglomerate, covering all businesses - Entertainment, Hotstar, Sports, International beams and Fox networks - in close coordination with heads of businesses & support functions. Supported key breakthroughs: setting the Sports business agenda, launch of Hotstar, re-creation of Kabaddi (from a local sport to a national sporting league); brand re-launches (Star Sports, Channel V, Life Ok) Prepared Star India's annual business strategy for 21st Century Fox discussions; other key discussion documents for top stakeholders in the industry (e.g. BCCI - for cricket, CMOs of key consumer companies, Investors/PE companies, Confederation of Indian Industries, FICCI) or internally.Independently delivered projects: South region business strategy; role of Hindi movies in our bouquet; International business case for hotstar.

Worked in ~20 client engagements, across India, US, UK, Australia, Middle East --- esp in Consumer & Retail industries:* Helped FMCG/Consumer MNCs reduce costs - working across the AMEA region * Optimised the way marketeers buy media: finding a paradigm for driving efficient buying year on year (aside from agency pitches)* Helped retailers drive up Sales per Square Feet: by applying category management principles harder; created a sharper approach to apparel retail merchandising* Simplified business processes/ redefined layers of authority to bring faster execution in multiple industries (Retail, Telecom, Real Estate)* Conducted due diligences: for a PE firm to enter retail (examined hypermarkets, departmental stores and supermarket formats), for a large-scale industrial equipment player to enter logistics for retail* Ran project management offices for launches in Retail, in Telecom (e.g. retail: coordinating with merchandising, warehousing, dispatch, architects and so on to ensure timely store launch)* Built business plans for companies to enter / grow new business* Re-defined KPIs to drive up team effectiveness

Interned with the FX Sales, Research desks in NY. Supported in creating a value-at-risk tool, profiling potential corporate sales leads and contributing to the FX outlook research for the key currencies