Senior Audience & Marketing Insight Manager – Revenue & Growth Team
Reporting into the SVP Revenue & Growth, with a dotted line into the VP Data, EMEA, you will be the analytical engine behind our audience & platform marketing strategies. Your goal is to transform complex datasets from social platforms (TikTok, Instagram, YouTube), fan touchpoints (Linkfire, D2C, first‑party data) and streaming services (Spotify, Apple Music) into actionable growth strategies. You will work side‑by‑side with the Revenue & Growth and Business Intelligence teams to identify high‑potential fan segments, optimise campaign ROI, and uncover new revenue streams across the WMUK roster. You will help to develop insights on how listeners consume content across platforms, who those listeners are and how to reach them, with the goal to provide recommendations to help the labels build successful campaigns and maximise revenue and market share.
You will be confident about mining multiple data sources to uncover high‑value insights about fans and listeners, their behaviours and preferences, and leveraging data to understand key drivers of performance and profitability, continually measuring the impact of initiatives and investment decisions.
Key Responsibilities
- Strategy: Develop and lead a forward‑thinking strategy for understanding audience behaviour, growth, and engagement on key social and digital platforms.
- Social Media Analytics: Report and analyse social media activity to identify what drives engagement and provide campaign‑level reporting and recommendations, working closely with Data & Insight teams across the business.
- Audience analytics: Own the strategy for the management of audience tools such as Co:Brand, Audiense, working with the labels to deploy, derive insight and build strategies.
- Campaign intelligence: Partner with the Senior Platform Marketing Manager to provide campaign and UGC performance benchmarking. Use data to determine which platforms are driving the highest conversion for specific artist genres.
- KPI Development: Help to define the metrics of success for social media marketing and ensure performance is tracked and democratised within the business.
- Fan journey mapping: Analyse the “full‑funnel” fan experience. Track how a fan moves from a TikTok discovery to a Spotify save, through to a Linkfire click and a D2C merchandise purchase. Identify friction points and drop‑offs in the conversion chain.
- Platform performance analysis: Monitor the health and fan sentiment of our roster across DSPs and social media. Create automated dashboards and deep‑dive reports that highlight shifts in algorithm behaviour, playlist performance, and audience demographics.
- Trend spotting: Proactively identify emerging patterns in consumption (e.g., “sped‑up” track trends or regional spikes) to help the label move faster than the competition.
- Cross‑functional reporting: Act as insight partner for A&R and marketing teams, translating “data‑speak” into “label‑speak.” Prepare high‑impact visualisations and insights for senior leadership and artist managers that demonstrate the success of platform strategies. Transform complex social and audience data into compelling narratives that guide long‑term artist development and reveal new opportunities for growth.
- Partner management: work with third parties to enrich in‑house data (e.g., WGSN, Audiense).
- A/B Testing & Experimentation: Design and analyse experiments on platform features (e.g., Spotify Marquee, YouTube Shorts) to determine the most cost‑effective ways to drive revenue and engagement.
Technical Skills & Qualifications
- Experience: 6‑9 years in data analytics, ideally within the music, entertainment, or digital agency sectors.
- Analytics prowess: adept at exploratory data analysis and statistical modelling (e.g., regression analysis, clustering techniques) to propose innovative solutions on topics such as customer segmentations to help determine high‑impact actions and strategies.
- Platform knowledge: Deep familiarity with native analytics tools (Spotify for Artists, YouTube Analytics, TikTok Business Center), third‑party aggregators (e.g., Chartmetric, Soundcharts), brand watch and social listening tools.
- Data toolkit:
- Proficiency in SQL and other data programming languages for data extraction.
- Experience with visualization tools like Tableau, Looker, or Power BI.
- Advanced Excel/Google Sheets skills (Pivot tables, complex formulas, modeling). Experience with relational databases.
- Experience leveraging AI.
- Desired: Familiarity with Python or R for predictive modelling.
- Marketing Tech: Understanding of attribution modelling, UTM tracking, and conversion pixels (Meta Pixel, Google Tags).
Core Competencies
- Commercial curiosity: You don’t just report that numbers went up; you explain why and how that generates revenue.
- Agility: The music industry moves daily. You can pivot from a global superstar’s album launch to a viral “breaking artist” moment without losing focus.
- Communication: Ability to present complex data findings to non‑technical stakeholders (Artists, A&Rs, and Marketing Managers) in a clear, persuasive manner.
- Social media obsessed: You live on Social Media platforms and have a deep understanding of how they work and engage audiences.
- Analytical mindset: ability to identify trends in large datasets, display creativity in problem‑solving, and generate new ideas.
- Detail‑oriented, excellent communicator, and enthusiastic collaborator that works well with team members.
- Ability to thrive in a fast‑paced environment, manage multiple tasks at once and work to deadlines.
WMG is committed to inclusion and diversity in all aspects of our business. We are proud to be an equal‑opportunity workplace and will evaluate qualified applicants without regard to race, religion or belief, age, sex, sexual orientation, gender, gender identity or gender reassignment, marital or civil partnership status, disability, pregnancy, childbirth or any other characteristic protected by law.
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