Senior Audience Development Manager – AWAL
Overview
As a Senior Audience Development Manager, you will take the lead on creating, executing, and refining comprehensive digital marketing strategies for AWAL artists, from emerging talents to genre-defining stars with streams in the billions.
Reporting to the Senior Director of Audience Development, this role emphasises collaboration across the wider label, as well as close interaction with artists, artist management, partners, external agencies, and freelancers.
You will work hand-in-hand with both the Marketing and International Marketing teams to craft campaigns and strategies that are dynamic, standout, and truly global.
As a leading digital voice within the label, you will drive best practices and innovative marketing approaches, maximising opportunities for audience growth and fostering deeper connections between artists and their audiences. You will excel at identifying, analysing and segmenting audiences to inform your strategy, blending data-driven insights with your own thoughts and an audience-first approach.
You will also be a source of support and inspiration for the more junior members of the team, offering creative insights and sharing your knowledge and expertise.
We’re a passionate, supportive, and innovative team committed to artist ownership, creative control, and industry-leading success. Join us in shaping the future of music.
What you’ll do
- Build and deliver comprehensive, innovative digital strategies for a wide-array of artists
- Help artists develop their positioning, content pillars, tone of voice and their connection to fanbases online through social channels, short-form video platforms, eCRM & community platforms
- Work with global internal teams, including A&R, Audience Development, Global Commercial Partnerships, Sync, Brand Partnerships, International Marketing & Operations teams as well as external partners
- Advise on digital marketing, advertising and social media strategies to maximise results, engagement and growth
- Build comprehensive audience analyses and insights using in-house tools and a variety of data sources
- Set data-driven targets for audience growth while aligning with broader commercial goals.
- Manage and oversee relationships with artist channel management and other digital stakeholders
- Monitor and analyse performance of campaigns using an extensive suite of analytics and third-party tools
- Identify and deliver the digital opportunities created by real-world moments
Who you are
- Senior-level experience in an Audience/Digital role within the wider music industry, or with applicable experience in another role or industry
- Passionate about the intersection of music with digital culture, fan communities, creative content, new technologies and creators
- Familiar with AWAL’s business model and enthusiastic about our place in the market and company values
- Skilled at devising and delivering fan and partner activations
- Comfortable working with third-party agencies, freelancers, influencers and content creators, with a strong network of pre-existing relationships
- Experienced in managing and growing eCRM and 1st party databases on behalf of artists, with a good working understanding of data rights and GDPR
- Data-driven with strong first-hand experience of using various artist-owned and third-party data sources to create reports and analyses and report these back internally
- Highly organised with the ability to keep calm under pressure, manage a demanding workload and prioritise
- Motivated, adaptable, and excited by emerging digital trends and fast-moving cultural shifts.
- An excellent communicator capable of being tactful, diplomatic and insightful when dealing with people at all levels across the business
- Knowledge of Adobe Suite or similar software is desirable, but not essential
What we give you
- You join a vibrant global community with the opportunity to channel your passion every day
- A modern office environment designed for you, empowering you to bring your best
- 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
- We give you the platform to champion positive change, with the opportunity to contribute to our social impact, diversity, equity and inclusion initiatives
- We provide an excellent range of benefits like private medical cover, a generous pension scheme, life assurance, income protection, plus loads of music industry perks. There’s also time off over winter break
Equal Opportunities
As an active part of a culturally and socially diverse society, Sony Music’s aim is that our workforce is diverse and inclusive. Sony Music is an equal opportunity employer and supports workforce diversity.
We employ, retain, promote and otherwise treat all employees and job applicants according to their merit, qualifications, competence and talent. We apply this policy without regard to any individual’s sex, race, religion, origin, age, sexual orientation, marital status, medical condition or disability.
Privacy Policy
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Please note that applicants must be at least 18 years of age.
