Director, Audience Development - AWAL

About Sony Music Entertainment

At Sony Music Entertainment, we fuel the creative journey. We’ve played a pioneering role in music history, from the first-ever music label to the invention of the flat disc record. We’ve nurtured some of music’s most iconic artists and produced some of the most influential recordings of all time.

Today, we work in more than 70 countries, supporting a diverse roster of international superstars, developing and independent artists, and visionary creators. From our position at the intersection of music, entertainment, and technology, we bring imagination and expertise to the newest products and platforms, embrace new business models, employ breakthrough tools, and provide powerful insights that help our artists push creative boundaries and reach new audiences. In everything we do, we’re committed to artistic integrity, transparency, and entrepreneurship.

Sony Music Entertainment is a member of the Sony family of global companies.

We’re looking for a talented, creative and dynamic Audience Development Director to join the AWAL Recordings team and work with our incredible and growing roster of US & UK based artists, making an understanding of audience development and digital marketing across Pop, Alt and Hip Hop/ R&B key for this role.

Based out of our Culver City office and reporting to the Senior Vice President of Audience Development. you will be working closely with our US Marketing, Creative and A&R teams as well as our UK and International marketing counterparts. As a Director you will be responsible for all digital marketing and audience development elements of global marketing plans (specific focus on the US)–  this includes audience development and community engagement strategies, planning & executing of digital campaigns, social media strategy & short-form content ideation, fan acquisition and engagement (CRM), paid media campaigns, creator marketing, content seeding strategy and digital partner relations across your roster.

We are looking for someone with 5+ years of digital marketing experience within the music industry, preferably on the label or management side, with a proven track record of executing strategic and creative digital marketing campaigns. This person should be highly organized, display strong communication skills both internally and externally, and should consider themselves a “doer” as we take a very hands-on approach with all our artists and campaigns at AWAL.

What you'll do:

• Create and execute industry-leading digital marketing campaigns across a wide roster of artists, working closely with management and artists to deliver creative and impactful social media strategies, audience growth initiatives, and fan engagement campaigns that meet project goals and objectives
• Plan and execute digital advertising and paid media spends across all Google, Meta, TikTok, for all campaigns
• Oversee creator marketing and content seeding campaigns across TikTok, Instagram, Youtube and Snapchat
• Lead on community building / fan engagement strategy for all relevant platforms  - fan accounts, UGC campaigns, Discord activations, streaming/watch parties
• Spearhead conversations and creative pitches with digital platform partners (TikTok, Meta, Snapchat, VEVO, Pinterest, Tumblr) across your roster of artists
• Lead on digital brainstorms and short form creative content ideation throughout the campaign lifecycle to ensure artists are part of the online conversation and tapping into emerging trends
• Set goals and objectives for driving awareness, audience acquisition and conversion to measurable KPIs (streams, pre-saves, etc.)
• Track, analyze and report on key performance and audience behavior metrics to optimize digital marketing campaigns and inform new strategies for growth and engagement
• Work closely with AWAL Marketing, Creative and GCP teams to deliver cross-departmental fan engagement initiatives, IRL events and awareness campaigns
• Manage budgets across all key elements of the digital campaign (advertising, social media, creators, content shoots)

Who you are:

• 5-7 years experience working closely with artists and managers in the music industry (preferably at a label) and a proven track record of developing and executing impactful digital marketing campaigns across Hip-Hop, R&B & Pop/Alt artists
• Experience in building impactful digital campaigns, growing an artist’s digital footprint and converting passive listeners to engaged fans via social storytelling and creative audience development initiatives
• Expert knowledge of current and emerging digital trends in music, social platform best practices and short form content strategies that drive growth and virality
• A deep understanding Gen Z/Gen Alpha platforms (TikTok, Snapchat, Discord, Reels, Shorts) and niche audiences across the US and globally
• Organized self-starter with the capacity to manage a roster of 8+ active projects and the ability to prioritize effectively in a fast-paced environment
• Excellent communication skills, detail oriented and solutions focused; able to effectively meet project goals and deadlines
• Experience with Chartmetric, Cobrand/MelodyIQ (or similar sound tracking tools), Youtube Studio, Meta & TikTok Business Manager, SMS/CRM platforms (Laylo, Community, Mailchimp, etc.)

What we give you:

• You join an inclusive, collaborative and global community where you have the opportunity to channel your passion every day  
• A modern office environment designed to foster productivity, creativity, and teamwork empowering you to bring your best 
• An attractive and comprehensive 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 
• Investment in your professional growth and development enabling you to thrive in our vibrant community.  
• The space to accelerate progress, positively disrupt, and create what happens next  
• Time off for a winter recess

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.

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