Station Manager

Sinclair is seeking a hands-on, strategic Station Manager to lead this market. This is a frontline leadership role — not a desk job — and the top priority is revenue growth with a clear digital revenue strategy and an operational partnership with the General Manager. You will co-author the station operating plan, own digital growth, and translate strategy into measurable sales and operational execution with focus on overall revenue growth.

Primary Goals

• Co-create and execute the station Operating Plan with the GM — lead forecasting, P&L management, budget accountability, and tactical execution to hit quarterly/annual targets.
• Own the station’s digital revenue strategy — grow streaming/OTT, programmatic, social, display, mobile, email, and lead-gen income; build integrated digital products for local advertisers.
• Turn strategy into results — design go-to-market plans for linear + digital-first programs, measure performance, and iterate quickly to scale what works.

Core Responsibilities

• Develop and scale digital product offerings (OTT/CTV, programmatic, social, email, local search, lead-gen) and integrate them with traditional TV packages.
• Partner daily with the GM to set the Operating Plan: budgets, revenue targets, staffing plans, promotions calendar (gantt chart), 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; use analytics to drive pricing.
• Drive new business development with aggressive, targeted outreach and modern prospecting techniques (CRM, lead gen software, AI tools).
• Manage employee relations and station relations in absence of the GM — ensure on-air/digital continuity and execution during breaking news or weather events.
• Hire, mentor, and hold staff accountable; foster a collaborative culture that balances creativity with performance.
• Build and maintain strong local client relationships; identify and convert non-traditional revenue opportunities (events, sponsor ships, branded content).
• Ensure cross-department alignment (news, promotions, engineering, finance).

Success Metrics / KPIs (what you’ll be measured on)

• Digital revenue growth (OTT/CTV, programmatic, social, email, digital sponsor ships) — quarter-over-quarter and year-over-year.
• Integrated campaign penetration — percent of total revenue from campaigns that include digital + linear components.
• Operating Plan performance — revenue vs. budget, margin, and forecast accuracy.

Required Qualifications

• 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 growing digital revenue — direct experience with OTT/CTV, programmatic, social, email, and digital sponsorship products.
• Strong capability in data, analytics, and attribution — able to translate metrics into pricing, packages, and sales programs.
• Experience co-creating operating plans / P&L management with station leadership; strong budgeting and forecasting skills.
• Demonstrated leadership: hiring, coaching, motivating, and holding sales and operations teams accountable.
• Strong negotiation and closing skills; highly focused on new business development using modern prospecting tools (CRM, AI).
• Excellent written and oral communication skills; comfortable presenting results and strategy to senior leadership.
• Technical & tools:
  Excel, PowerPoint, CRM systems, programmatic/SSP/DSP familiarity preferred; OSI or similar traffic/billing experience a plus.

Preferred

• Experience building pricing, packaging for new linear + 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.

Why Sinclair

• Leadership role with measurable strategic impact across two markets.
• Opportunity to define and scale a modern, digital-first revenue engine while preserving linear strengths.
• Competitive compensation, benefits, and the ability to rapidly move ideas to market.