Manager - Digital Paid Media Planner

Overview

Digital Paid Media Planner / Buyer — London

Your Mission

Paid media is where marketing budgets become streams, saves, and fans. In this role, you will plan, build, and optimise paid media campaigns for BMG artists, spanning frontline releases, catalogue, and special projects, across both UK and international markets.

Paid media has evolved. Manual lever pulling has given way to AI driven buying, signal quality, and objective selection. Advantage+, Performance Max, and the next wave of platform buying agents are redefining what "good" looks like. This role is for someone who understands that shift, embraces it, and knows how to get performance out of the new tools rather than resisting them.

This is a hands-on performance role in a fast evolving team. We are rebuilding how BMG plans, executes, and measures paid media, and this position sits at the heart of that change. The focus is on campaigns that truly move the needle for artists: streaming velocity, saves, and fan conversion, not just impressions served.

What You’ll Be Doing

• Plan, build, and manage paid media campaigns across Meta, YouTube, TikTok, Google Search, Spotify Ad Studio, and Spotify Marquee in both UK and international markets.
• Structure campaigns around clear performance objectives: algorithmic activation, release window amplification, conversion to DSPs (digital streaming platforms), merchandise, and ticketing. Allocate budgets against benchmarks, not guesswork.
• Select the right buying approach for each campaign. Use Advantage+ and Performance Max where they deliver results, and manual structures where they are more effective. Provide algorithms with the signals, objectives, and creative they need to perform.
• Collaborate with digital marketing managers to translate artist briefs into campaign structures, audience targeting, and creative requirements.
• Manage pacing, bid strategies, and live optimisation across active campaigns.

Performance & Measurement

• Run campaigns against clear KPIs: CPC (cost per click), CPV (cost per view), save rate, cost per converted listener, and conversion volume. Platform benchmarks are the starting point, not the goal.
• Analyse performance data quickly. Identify when a campaign is working, when it is not, and make decisive calls to reallocate, pause, or scale. Test, learn, scale.
• Contribute to BMG's evolving measurement approach, including Linkfire attribution, save rate tracking, and correlation with streaming outcomes.
• Maintain high signal quality by managing Conversions API, pixel hygiene, event deduplication, and consistent UTM parameters.

Platforms, AI & Partnerships

• Stay on top of how in-platform buying is evolving: AI driven optimisation, buying agents, automated creative, and new objective types. Understand where the craft has moved and bring that insight to BMG.
• Manage BMG's advertising accounts across Meta, Google, TikTok, and Spotify Ads, ensuring structure, access, billing, and account hygiene.
• Maintain relationships with platform representatives. Stay informed on beta products, new ad formats, and policy changes relevant to music marketing.
• Coordinate with global teams on account structure, spend thresholds, and sharing best practices.

Ways of Working

• Follow evolving campaign processes, naming conventions, and reporting templates.
• Use AI and automation tools where they add value, including reporting, audience research, creative workflows, and prompt based processes.
• Stay organised. This role involves managing multiple artists, markets, and budgets simultaneously, often under release window pressure.

What You Bring

• Hands-on experience running paid media campaigns, ideally in music, entertainment, media, or at an agency serving these sectors.
• Strong working knowledge of Meta Ads Manager, Google Ads, and TikTok Ads, from campaign setup to audience building, budget management, and result analysis.
• Clear understanding of how in-platform buying has evolved, including what Advantage+ and Performance Max do, when to use them, and how to get results from AI driven buying.
• KPI driven mindset, thinking in benchmarks and outcomes, and able to explain why a campaign hit or missed.
• Comfortable with performance data and attribution, able to distinguish signal from noise and act accordingly.
• Highly organised, able to manage multiple campaigns and stakeholders without missing details.
• Strong written and verbal communication skills.
• Curiosity about technology, exploring new tools, testing AI products, and thinking about their impact on paid media.

Now, What’s in It for You?

• 25 days pro-rated annual leave, plus 3 days between Christmas & New Year and an extra day for your birthday.
• Flexible working opportunities.
• Subsidised gym membership.
• Private Health Insurance.
• Competitive pension scheme.
• All parents, regardless of gender or sexual orientation, will receive 6 months of fully paid parental leave.
• Annual gig allowance.
• Artist showcases.
• Cycle to work scheme.
• Season Ticket Loan.
• Workplace Nursery Scheme.
• Access to our Employee Assistance Programme.
• Give As You Earn Scheme.
• A fun and sociable office environment.

Disability Inclusion & Interview Guarantee

As a Disability Confident Committed organisation, we guarantee an interview to applicants with disabilities who meet the essential criteria for the role. If you have questions about the Guaranteed Interview Scheme, please reach out to us at career.uk@bmg.com.