Industry Profile: ViacomCBS sales director - effect Nisar Malik

6 October 2020

Our Industry Profile takes a look at some of the professionals working across the advertising, adtech, marketing and media sector in Australia. It aims to shed light on the varying roles and companies across the buzzing industry.

This week we speak to Network 10 sales director - effect Nisar Malik.

Time at the company:
This is my second time at Network 10. For my first stint, I was at the company for just under a decade. I started out as a sales executive then worked my way up to group sales director.

When 10 relaunched its sales team 18 months ago, I came back as the national sports director. In May, we became ViacomCBS Australia & New Zealand taking on additional responsibility for ViacomCBS’ subscription channels including MTV and Nick and in June I expanded my sport sales director responsibility to become sales director of our integration business, Effect.

How would you describe what the company does?
ViacomCBS Australia & New Zealand produces and broadcasts content that is premium for the young and young at heart through our free-to-air channels (10, 10 Peach, 10 Bold and 10 Shake), subscription channels (MTV, Nickelodeon, Nick Jr. and Comedy Central), our digital platform 10 Play, podcasting platform 10 Speaks and subscription video on demand service, 10 All Access.

We aim to make the world a ‘smaller place’ by bringing brands and audiences closer to our content and platforms.

What do you do day-to-day?
I manage a group of sales leaders specialising in the sale of our network’s major franchises. My team and I help brands connect with our audiences across our platforms, through our premium content.

Define your job in one word:

I got into media because:
When I was younger I was told I needed a serious job, so a family member suggested I apply for a sales fax copy role at Media Sales Network. A client (who I still know well) was impressed with my work and set up a phone call with then Network 10 Melbourne sales director, Steven Leeds, and he hired me on the spot.

After falling into the industry, I’ve never looked back. We work in a very fortunate industry where no two days are alike and we have the capability to connect clients to millions of people in this big country of ours.

What’s the biggest challenge you face in your role?
Finding new ways to tackle the current COVID environment has been challenging for us as a network, and for our clients.

Being able to bridge the gap between audiences who want to be informed and entertained and clients who want to connect with them has become a little more challenging through this time.

I feel like we're stepping up to the plate by being more flexible than ever and reacting to the market in real time, while continuing to be supportive toward our clients.

What’s the biggest industry-wide challenge you’d like to see tackled?
I think we’re all looking forward to the release of VOZ.

One audience measurement system to answer all our questions and get the full picture of viewing behaviour!

Previous industry related companies you have worked at:
Before moving back to 10, I worked at Australian Radio Network (ARN) where I was agency sales director. Prior to ARN, I worked in a number senior sales roles across the media industry including at Nine Entertainment Co. and Southern Cross Austereo.

Notable campaigns you have worked on:
Last year I worked on Network 10’s first Melbourne Cup Carnival since 2001! This remains a big focus for the network. We offer a full 360-degree, 365-day proposition, having all rights and providing a multi-platform playground for clients to own.

Who has been a great mentor to you and why?
My mother. Growing up in a single parent household she showed me and my brother that anything was possible through hard work and a good attitude.

A lot of experiences and lessons I have learnt through my childhood, because of her, have really helped me in business and in my family life.

Words of advice for someone wanting a job like yours?
Knowledge is key, so seek out information and ask questions. Know your product and client inside and out.

Don’t let yourself get in the way of learning, don’t be afraid to say ‘I don’t know, can you please show me?’

Take people under your wing, their success will be yours and the company’s.

I’ve always tried to be ‘first man on the field, last man off’ to learn and absorb as much as I can.

If I wasn't doing this for a living, I'd be:
I honestly couldn’t imagine doing anything else other than what I’m doing in the industry I am in. We are so fortunate to be doing what we do where no two days are the same and you can progress as far as you want, provided you’re prepared to roll your sleeves up!

My mantra is:
Get knocked down seven times, but stand up eight.

Music and TV streaming habits. What do you subscribe to?
I do tend to watch a lot of Network 10 as I’m genuinely interested in our content but also, for a lazy fix, you have to Netflix and chill.

For the gym, I’ve got my Spotify playlists set up and ready go! And every now and then I listen to a Joe Rogan podcast to break things up.

In five years' time I'll be:
A happy but tired father of two beautiful daughters!

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