Senior Director, Audience Development

The Senior Director of Audience Development spearheads the digital marketing strategy for SME’s tracks and artists, across social (organic & paid), web, CRM, and partnerships. If you are a forward thinking and data driven digital native, who is deeply engaged in media (owned & earned) and energized by the prospect of turning casual fans into superfans – this may be the role for you.

This role is part of Sony’s Audience Development team, and reports to the VP, Audience Development & Partnerships.

What you'll do:

• Define and evolve the audience development strategy. Working alongside team members, and internal/external stakeholders to implement multi-faceted digital campaigns for our artists, that drive incremental revenue via consumption, engagement, and fan acquisition.
• Lead a small team of audience development managers; challenging and empowering them to create and execute high performance digital campaigns. Offering guidance and creative collaboration through 1:1s and breakout meetings.
• Work alongside the Snr Director of Marketing Technology across first party data, tools, and emerging technology - implementing test campaigns to find new ways of reaching audiences with custom content and messaging. Using data to define the value of fans and develop best practices.
• Collaborate with internal content creators and external agencies to deliver best in class content across our audience development channels - ensuring all content is optimized for platform, placement, and target audience.
• Working alongside the team lead on social media partnerships. Forming direct relationships with partners and influencing support for our artists across priority campaigns.
• Partner with the Digital Advertising Director to bridge the gap between organic and paid social, ensuring that advertising campaigns are complimentary to organic activity.
• Collaborate on the influencer strategy, forming direct relationships with talent and agencies to launch best in class influencer campaigns.
• Provide regular audience development updates to the wider label teams: partner updates, case studies, campaign best practices, wrap-up reports etc. – giving context to the data and making informed recommendations.

Who you are:

• You have 6+ years of experience within a marketing/digital department at a record label, artist management team, or DSP.
• A social media expert with experience managing complex campaigns across multiple channels, and a proven track record of developing insightful marketing ideas that cut through the noise and drive engagement.
• An analytical marketer who understands how to harness first party data to connect the dots between social, newsletters, web, SMS, paid etc. to drive efficient and scalable results across audiences.
• Understands and is highly engaged in youth culture and market trends, the nuances of artist aesthetics and tone, and how to brief and deliver bespoke content for audiences across differing levels of fandom.
• An excellent communicator and thoughtful leader who works well with team members, external partners, and senior management – effective at influencing, listening, and advocating.
• An understanding of social media partnerships and earned media, and the ability to cultivate relationships with partners that influence collaboration.
• Experience in music streaming, including broad understanding of account base and streaming best practices.
• Skilled in the creation and delivery of presentations, giving context around data and crafting presentations with the audience in mind.
• Experience in digital advertising strategy and targeting.
• Intuitive understanding of streaming reporting tools and the ability to develop reporting based on consumption metrics.
• Ability to prioritize, problem solve, and mobilize while maintaining a positive and productive approach in high-pressure situations.
• Must be curious, adaptable, and passionate about music and music culture.

What we give you:

• An opportunity to fuel the creative journey on a global stage
• A modern, diverse and innovative work environment, with offices that include collaboration areas, cafeterias, event spaces, and more
• An investment in your learning & development
• A comprehensive and attractive benefits package including medical, dental, vision, life & disability coverage, and 401K + employer matching
• Voluntary benefits (like company-paid identity theft protection and resources for pets), mental health and meditation resources, industry-leading fertility coverage, fully-paid leave for childbirth or bonding, fully-paid leave for caregivers, programs for loved ones with developmental disabilities and neurodiversity, subsidized back-up child and elder care, and reimbursement for adoption, surrogacy, tuition and student loans
  
  

Sony Music is committed to providing equal employment opportunity for all persons regardless of age, disability, national origin, race, color, religion, sex, sexual orientation, gender, gender identity or expression, pregnancy, veteran or military status, marital and civil partnership/union status, alienage or citizenship status, creed, genetic information or any other status protected by applicable federal, state, or local law.

The anticipated annual base salary does not include any other compensation components or other benefits that an individual may be eligible for. The actual base salary offered depends on a variety of factors, which may include as applicable, the qualifications of the individual applicant for the position, years of relevant experience, specific and unique skills, level of education attained, certifications or other professional licenses held, and the location in which the applicant lives and/or from which they will be performing the job.

New York Pay Range

$130,000 — $145,000 USD