Creator Manager

AWAL has revolutionised the recording business by putting the creator at the centre of everything we do and transforming the way artists release music. Whether an artist is looking for the best digital distribution or a comprehensive global campaign, AWAL has become the partner of choice for innovative artists at all stages of their careers. This has created a high-quality path for artists to achieve success while maintaining ownership of their masters. Our mission is to partner with independent artists to tell stories that shape culture.

As AWAL UK’s Creator Manager your primary focus will be on developing and nurturing relationships with content creators, agencies and media pages, running creator marketing campaigns and leveraging these partnerships to help tell artist stories around the world. As a team we meet in the London office from Monday–Thursday. People may choose to work remotely on Fridays.

What you'll do:

• Cultivate strong, ongoing relationships with a diverse network of content creators, influencers, agencies and media pages spanning multiple genres and verticals.
• Manage creator agency campaigns end to end, vet potential creators, negotiate fees, offering strategic recommendations to ensure campaigns achieve their specific goals.
• Develop a global creator approach around touring, including inviting relevant influencers to shows and activating experiences to create short form video (SFV) content.
• Oversee the creative vision for content seeding and influencer collaborations, ensuring all output connects with target audiences and stays true to the artist's brand.
• Work with the marketing team to build bespoke creator collaboration plans into the wider marketing strategy, utilising specific audience identification and artist positioning work to find relevant longer-term partners for influencer content.
• Monitor and analyze daily sound engagement KPIs to evaluate streaming conversions throughout the AWAL catalog.
• Evaluate social conversations and content patterns to uncover new opportunities for boosting artist discovery via short-form videos and creator partnerships.
• Track the success of ongoing campaigns, delivering consistent KPI updates, wrap-up reports, and actionable advice to maximize overall impact.
• Keep internal marketing and digital teams informed by regularly sharing the latest industry innovations and strategic trends.

To be successful in this role you will:

• Be an expert in creators, influencers and media pages that effectively drive streaming consumption & audience growth on digital platforms/ DSPs.
• Ideally have had a minimum of 2 years of experience in a record label or agency.
• Demonstrate exceptional relationship management skills in order to build trust with content creators, media pages, and influential fans.
• Be endlessly curious with a self-starter mentality.
• Have a deep understanding of platforms like TikTok, Instagram, Snap and Shorts as well as content trends that are driving sound growth and make recommendations as to how to implement them across our campaigns.
• Have familiarity with creator marketing tools and creator analytics platforms.
• Have a creative mindset paired with a detail-oriented approach to data analytics.
• Build strong collaborative content moments weaved into wider campaign strategies by successfully identifying current and potential audiences.

Who you are:

• You are well versed in creator / influencer marketing and content seeding strategies.
• You have existing relationships with creators, influencers, agencies, and media pages.
• You possess knowledge of UGC trends across short form platforms.
• You have strong organisational and communication skills.
• You have hands‑on expertise with social media platforms and an understanding of platform‑specific best practices and content formats.
• You are familiar with the AWAL business model & the company values.
• You have a start‑up, entrepreneurial mentality, with a preference for teamwork and collaboration.

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.