Station Manager

This Job Description May Cause Extreme Excitement and Career Growth

We are 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, sponsorships, 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 sponsorships) — 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.
• Sales team performance — budget attainment, pipeline conversion rate, average deal size.

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.

Sinclair is proud to be an equal opportunity employer and a drug free workplace. Employment practices will not be influenced or affected by virtue of an applicant's or employee's race, color, religion, sex (including pregnancy, gender identity, and sexual orientation), national origin, age, disability, genetic information, military or veteran status or any other characteristic protected by law.