Sintras re-appears locally as chief audience and content officer for SBS

Former media agency leader to oversee audience and content strategy across TV, radio and online

John Sintras
John Sintras

Notable agency and media leader, John Sintras, has re-emerged in Australia as chief audience and content officer for SBS.

Sintras was most recently based in New York as global president of business development and product innovation at IPG Mediabrands, with a remit across driving growth across all business units. Prior to this, he was CEO and chairman of Starcom Mediavest Australia and also oversaw the agency’s global strategy and product offering.

SBS managing director, Michael Ebeid, said Sintras’ track record as a media leader was a key reason for his appointment. His responsibilities extend across end-to-end oversight of audience and content strategy, specifically brand, marketing approach, audience engagement and analytics, across TV, radio and online.

The role was previously held by Helen Kellie, who passed away on 23 December of an incurable cancer.

“John has a strong track record of inspiring teams to make a purposeful difference – I’m delighted to welcome him to the SBS executive team,” he said in a statement. “As SBS increases its commitment to connect Australians with distinctive content and services on a range of devices and platforms, John’s passion in leveraging transformation and technology to deliver business growth, together with his in-depth knowledge of data optimisation and insights, will be invaluable for SBS’s future as a multi-platform digital broadcaster.”

Sintras said he’s also excited to be joining the SBS team. “As the son of Greek immigrant parents, I’m especially connected to SBS’s charter to inspire all Australians to e4xplore, appreciate and celebrate our diverse world,” he said.

“Australia continues to be a shining beacon of successful multiculturalism to the world. I’m looking forward to ensuring that we continue to crea5te and share meaningful and entertainment content that represents our many communities and cultures, while ensuring audiences can engage with SBS using personally relevant and innovative technology and platforms.”

Sintras officially takes up his new reins on 16 April and reports to the CEO and managing director.

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