John Sintras has resurfaced in Australia as chief audience and content officer position at SBS.
Sintras exited IPG Mediabrands New York in June last year, where he was president of global business development and product innovation at the business.
He was one of the many Aussie expats who left IPG Mediabrands following the shock departure of Mediabrands’ global CEO Henry Tajer.
Sintras was part of Tajer's original "brain drain", which saw a group of Australian IPG staffers airlifted into New York, including Travis Johnson, Mat Baxter, Di Richardson, Cadreon boss Marc Lomas and audit specialist Charles Godbold.
Late last year AdNews revealed both Sintras and Tajer were relocating back to Australia. Tajer is yet to reveal his next move.
“John is a seasoned and respected Australian media leader with a strong track record of inspiring teams to make a purposeful difference - I’m delighted to welcome him to SBS’s Executive Team," SBS MD Michael Ebeid AM says.
“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 multiplatform digital broadcaster.”
Sintras will have end-to-end oversight of SBS’s audience and content strategy - specifically its brands, marketing approach, audience engagement and analytics – focused on delivering maximum impact of SBS’s Charter, across TV, radio and online.
"I’m excited to be joining the great team at SBS. As the son of Greek immigrant parents, I’m especially connected to SBS’s Charter to inspire all Australians to explore, appreciate and celebrate our diverse world," Sintras says.
“Australia continues to be a shining beacon of successful multiculturalism to the world. I’m looking forward to ensuring we continue to create and share meaningful and entertaining content that represents our many communities and cultures, whilst ensuring audiences can engage with SBS using personally relevant and innovative technology and platforms.”
Sintras replaces Helen Kellie who passed away in December last year.
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