John Sintras returns to Australia as SBS’ chief audience and content officer

One of Australia’s best-known media executives and Australian Marketing Institute 2012 Certified Practicing Marketer of the Year Winner, John Sintras has a new role in Australia, taking the chief audience and content officer position at SBS.

Sintras was president of global business development and product innovation at IPG Mediabrands, but “transitioned” out of the business mid last year, following the departure of global CEO Henry Tajer.

Sintras replaces Helen Kellie who passed away in December last year.

Sintras’ return to Australia comes after he moved to New York for the IPG Mediabrands gig, which saw him work alongside Tajer’s Australian ‘entourage’, including Mat BaxterTravis Johnson and Di Richardson.

Prior to his IPG role, Sintras was CEO and chairman of Publicis Groupe’s Starcom Mediavest.

The appointment also comes two months after SBS replaced Andrew Cook with Adam Sadler as director of media sales.

SBS managing director Michael Ebeid said Sintras is a seasoned and respected Australian media leader with a strong record or inspiring teams.

“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’ future as a multi-platform digital broadcaster,” he said.

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