Senior Director, Audience Development

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.

The Senior Director, Audience Development will lead digital audience growth and fan engagement strategies across a roster of priority artists. This role is responsible for developing comprehensive audience development plans that drive fan acquisition, engagement, and consumption through digital marketing, brand partnerships, and emerging technologies.

Working cross-functionally with marketing, advertising, sales, and content teams, the Senior Director will oversee strategic initiatives designed to expand artist audiences, strengthen fan relationships, and support broader campaign objectives.

• Lead digital audience development strategy for an assigned roster of priority artists across catalog and emerging catalog releases.
• Develop and present full-scope audience development plans to internal stakeholders and artist teams.
• Lead first-party data acquisition strategies across websites, email, SMS, and digital fan engagement initiatives.
• Develop social media and short-form content strategies across major platforms in partnership with internal channel managers and agencies.
• Collaborate with Legacy's advertising team to align organic content strategy with paid media initiatives.
• Oversee influencer and creator campaigns in collaboration with the Audience Development team.
• Lead SMS and fan community engagement strategies to deepen direct-to-fan relationships.
• Work with website vendors and internal teams to manage artist websites and digital fan experiences.
• Monitor audience data, catalog trends, and campaign performance to inform strategy and optimize results.
• Identify and evaluate new digital tools, platforms, and technologies that support fan acquisition, engagement, and revenue opportunities.
• Lead pilot programs and test campaigns with internal and external partners and present results to senior leadership.
• Manage and develop direct reports within the Audience Development team.
• Provide mentorship, guidance, and strategic direction to help team members grow and succeed.
• Foster a collaborative, innovative environment that encourages experimentation and data-driven decision making.

• 9+ years of experience in digital marketing, audience development, or direct-to-consumer marketing within the music industry.
• Strong knowledge of Web, CRM, social platforms, creator ecosystems, and digital fan engagement strategies.
• Strong analytical skills with comfort interpreting marketing data, dashboards, and performance metrics to inform strategy and optimization.
• Strong analytical skills with comfort interpreting marketing data, dashboards, and performance metrics to inform strategy and optimization.
• Strong cross-functional collaboration skills with experience working across marketing, partnerships, and digital teams.
• Experience managing team members, external agencies, and cross-functional partners.
• Excellent communication and presentation skills with the ability to pitch strategies to internal stakeholders and artist teams.

• 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.