Head: News & Sport (13012) at The South African Broadcasting Corporation (SABC)

Main purpose of the position

• To grow sustainable SABC revenue and market share through the sale of News & Sports focused advertising, sponsorship and associated products, services and solutions across its portfolio of linear television channels and radio stations, digital media assets and SABC Plus. This will be achieved through leading, in a disciplined, professional and performance-focused manner, a high-performing national sales team focused on News & Sport, with responsibility for building commercial relationships, identifying advertising & Sponsorship opportunities and meeting client’s advertising / sponsorship needs and requirements.

Key accountabilities

• In close collaboration with the News & Sports divisions, develop comprehensive segment-focused sales strategies and plans, in alignment with the SABC Strategy & Corporate Plan as well as the divisional News & Sports strategies, to achieve revenue targets and grow market share within the News & Sports segments of the broadcast media marketplace.
• Develop News & Sports-focused sales strategies and plans to take advantage of opportunities provided by targeted sporting events and codes as well as significant current and future events of national interest.
• Evaluate progress on the implementation of strategies and plans and course-correct accordingly should targets not be met.
• Lead and manage a team of sales professionals, in a disciplined, structured and focused manner to achieve and exceed set sales targets within the N&S segments of the broadcast media marketplace.
• Understand the needs, expectations and requirements of clients in N&S segments in order to develop differentiated solutions based on the SABC’s portfolio of traditional radio stations, television channels, SABC Plus and digital media assets.
• Collaboratively develop and propose to clients appropriate, relevant and innovative media solutions leveraging a mix of SABC stations, channels, streaming and digital media assets to meet budget requirements, optimize campaign performance and enhance revenue opportunities.
• Work collaboratively with the Creative Solutions Team to ensure that N&S sales team’s proposals and presentations are of high quality, offering insightful solutions and providing measurable outcomes.
• Ensure Salespeople actively use the SABC CRM system and adhere to all sales disciplines and reporting requirements.
• Ensure N&S Sales Team proposals & presentations are of high quality and offer insightful, measurable value & outcomes.
• Provide regular, comprehensive monthly reports on N&S sales progress against set targets, inclusive of a detailed sales pipeline report and performance against key metrics such as calls made, proposals delivered, value of proposals, conversion ratios, salesperson productivity and effectiveness etc
• Collaborate with Sales Intelligence, Creative Solutions, Sales Innovation, and Channel teams to successfully commercialize, and implement new product solutions and offerings.
• Proactively address Client needs and expectations, resolving any challenging issues to ensure mutual satisfaction.
• Engage in trade marketing efforts to maintain and enhance industry relationships, visibility, and ongoing communication.
• Collaborate with the News and Sports divisional heads and their teams, as well as ROMs and NSMs nationally, to leverage identified resources to support and deliver on sales / revenue generation opportunities.
• Build a performance-driven, disciplined approach to sales execution, underpinning a client-focused culture aligned to the new Sales Operating Model.
• Engage in effective stakeholder management maintaining transparent, ongoing communication with both internal and external partners.
• Analyse and segment public, commercial, and high-growth markets to better understand client requirements, unlock new revenue opportunities and expand SABC’s share across the N&S segments.
• Actively develops strategies and plans to gain revenue share in line with SABC’s audience numbers and market share.
• Leverage market intelligence, competitor analysis, and audience insights to shape sales strategy, influence advertiser spend, and drive data-led decision-making.
• Collaborate across Sports, News, VE, Radio and Digital divisions to craft integrated, cross-platform solutions that maximise client value.
• Champion innovation by incubating new products through Adventure and Digital Sales streams, with a focus on digital-first strategies and high-yield audience segments.
• Debrief Salespeople on a regular basis to collect relevant market and sales intelligence.
• Gather and make sense of ‘on the ground’ Market & Client intelligence to better understand market dynamics and evolving client needs & expectations
• Provide regular reports on ‘on the ground’ intelligence obtained to inform the work of the Intelligence & Analytics Team.
• Monitor & analyse competitor businesses to identify & exploit new business opportunities & increase market share.
• Interpret & use intelligence & research to optimize revenue (eg market trends, lost / dropped business, shifts in competitor strategies or operations).
• Provide input into pricing and rate-card tools and decisions based on market experience and realities
• Drive sustainable, profitable growth via tailored radio-specific media solutions, high-impact sponsorships, and value-rich client offerings.
• Leverage market intelligence and sales analytics to inform pricing, optimize campaign performance and increase revenue.
• Manage cost of sales and sales commitments with discipline, ensuring profitability, contractual compliance, and accurate monthly reporting.
• Contribute to sales revenue forecasting, target setting, and budgeting, ensuring plans are implemented, tracked, and adjusted to meet performance goals.
• Manage all budgets effectively and efficiently.
• Understand and adhere to all legislative, regulatory and other restrictions and governance requirements applicable to the Sports and News / Current Affairs sectors (particularly ICASA regulations and SABC Act requirements).
• Deliver all N&S-related sales and other reports timeously and accurately as required.
• Ensure and assure the data integrity of all sales information provided, including sales call reports
• Ensure that all N&S Sales Team Members’ time in market is optimised and that hybrid working is not abused.
• Establish and enforce robust governance frameworks, Standard Operating Procedures, and internal controls to ensure compliance with applicable legislation, regulations and SABC policies.
• Identify, monitor, and mitigate operational and commercial risks, including implementation of the Risk Management Plan and internal audits.
• Ensure accurate, timely reporting across CRM systems and ensure full visibility of performance and budget accountability.
• Track and mitigate actual and potential revenue leakage and enhance audit-readiness across the N&S sales value chain.
• Address issues raised in internal risk audits proactively, develop mitigation strategies & assist in resolution of audit findings.
• Build sound, long-term relationships of trust with members of sporting federations, sports clubs and associations as well as all other relevant N&S influencers & decision makers.
• Develop and maintain a database of N&S stakeholders within CRM system.
• Build and sustain strategic relationships across SABC platforms, agencies, clients, and key industry stakeholders to drive collaboration and revenue growth.
• Represent SABC N&S Sales at industry forums and market-facing events, ensuring strong visibility and influence within the advertising ecosystem.
• Foster mutually beneficial partnerships that unlock opportunities and long-term value for both clients and SABC.
• Champion regional sales effectiveness through collaboration with ROMs and NSMs.
• Enhance SABC’s brand presence and reputation through revenue driven engagements and strengthened commercial relationships with both agencies and clients.
• Recruit, select and contract high-performing N&S sales talent in collaboration with Human Resources.
• Implement structured N&S sales cadences, CRM disciplines and ongoing training to boost productivity, conversion rates, and execution consistency.
• Set clear N&S sales targets and performance expectations and apply effective consequence management to achieve targets.
• Recognise over-achievement and effectively manage the under-performance of members of the N&S Sales Team
• Manage and coach N&S Sales Team members to develop the necessary insights, knowledge and skills required to deliver successfully on expectations.
• Lead, inspire, and develop resilient, accountable N&S sales teams, with clear KPIs, career growth pathways, and recognition frameworks.
• Drive effective performance management in line with organisational standards, ensuring accountability and continuous improvement.
• Champion people development initiatives including succession planning, wellness, talent management, and employment equity.

Qualifications and experience

• NQF8 Degree in Sales, Marketing, Media or Business Management.
• Supplementary Media, Sales and / or other relevant training courses and certificates

Qualifications in Sports Management or associated disciplines would be an advantage

• 8–10 years of progressive, successful sales leadership and management within the media sales industry is a strong advantage.
• A minimum of 3 years’ experience of working with News and Sports-related advertising / sponsorship media sales at a senior level.
• Knowledge of ICASA and advertising regulations as well as the requirements of the SABC Act
• Advanced knowledge of CRM systems, media measurement tools, and performance reporting.
• Ability to use market intelligence and sales analytics to drive media sales performance, pricing strategies, and audience value delivery.
• At least five years of experience in media sales with demonstrable track record of success.