Senior Audience Development Manager - Commercial Group
London, England
Lead audience development strategy for CG artists, driving measurable growth across Social, Streaming, D2C and First party data. This role owns end-to-end digital plans that blend creative ideation with commercial impact at scale. As a senior leader, you will shape best practice and influence artist teams and partners.
What you'll do:
- Own the end to end delivery of Digital and Audience campaigns across CG priorities, ensuring plans are aligned to agreed commercial objectives (streaming consumption, sales) and delivered within approved budgets and access constraints.
- Partner closely with artists, management and agencies to develop compelling content strategies, translating ideas effectively across platforms while remaining authentic to artist worlds and fan behaviours.
- Manage the Audience Development team (2 members of staff), setting direction and overseeing delivery of digital and content plans, with a focus on DSP/Social support, First-Party Data acquisition, Creator and Community strategy, and D2C. Develop the team’s ways of working with newest team members Video Producer and Music Content Creator.
- Proactively identify new and nontraditional opportunities for artist promotion, including emerging platforms, creators, formats and partnerships.
- Develop best practices to enhance 1PD acquisition for UK rep locally and internationally (with the support of UK International and Digital Media). Ensure there is an ongoing CRM plan with regular mailers across UK priorities and champion new CRM tools.
- Collaborate with CG’s Artist Marketing, Commercial and Non Commercial Partnerships, UK International and Central Digital teams to support streaming strategy, D2C initiatives and international audience growth across priority releases and campaigns.
- Act as a senior advocate for CG, representing the label with artists, managers, markets and partners, and contributing to CG’s reputation for innovative, audience first digital marketing.
Who you are:
- Senior digital leader with deep experience delivering commercially impactful audience and content strategies.
- Proven ability to influence artist management and senior stakeholders, establishing new ways of working with partners.
- Experienced people leader, able to prioritise effectively, manage complexity and maximise team output.
- Entrepreneurial and commercially minded; able to leverage data and insight to inform ideas, challenge assumptions and influence decision making with confidence.
- 5+ years experience in digital, audience or marketing roles.
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
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.
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Please note that applicants must be at least 18 years of age.
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