Digital Director

Mowalola, founded by Nigerian designer and visionary Mowalola Ogunlesi, is a dynamic fashion brand celebrated for its bold, contemporary, and culturally infused designs. The brand has gained critical and commercial success. Mowalola blends futuristic aesthetics with cross‑cultural influences, delivering unique and distinctive ready‑to‑wear collections that deconstruct maximalist glamour. The brand fosters creativity and innovation, making it a beacon for the next generation of fashion enthusiasts.

Core Purpose: Serve as the lead operator for Mowalola’s digital ecosystem, responsible for developing and executing digital strategies that grow the artist’s music career, expand the audience, support music releases, increase fan engagement, and translate the artist’s creative vision into sustained cultural relevance and commercial growth across platforms.

Responsibilities

• Digital Strategy & Audience Growth
  • Develop and oversee the artist’s long‑term digital growth strategy.
  • Execute strategies designed to increase awareness, audience size, and fan engagement.
  • Identify opportunities to expand the artist’s visibility across social media and digital platforms.
  • Build and oversee content strategies that support artist growth, music releases, and long‑term brand development.
  • Lead audience acquisition initiatives across organic and paid digital channels.
  • Convert attention into long‑term audience growth and fan retention.
  • Ensure all digital activity supports the artist’s long‑term vision, positioning, and career objectives.
• Content & Digital Ecosystem Management
  • Create content plans around songs, projects, performances, releases, and key career moments.
  • Maintain a consistent online presence across all digital platforms.
  • Manage social media calendars, posting schedules, and content rollouts.
  • Coordinate content creation with photographers, videographers, editors, designers, and creative partners.
  • Coordinate digital rollouts, content calendars, and release campaigns.
  • Manage digital assets, content libraries, and platform organisation.
  • Reflect the artist’s creative identity, music, and brand in all digital activity.
• Growth & Opportunity Creation
  • Proactively create opportunities for audience growth and digital expansion.
  • Identify trends, opportunities, and cultural moments relevant to the artist.
  • Monitor platform trends, cultural conversations, and emerging opportunities that increase exposure.
  • Develop campaigns that encourage sharing, conversation, and viral discovery.
  • Coordinate collaborations with creators, influencers, brands, and digital communities.
  • Seek opportunities to increase visibility, engagement, and cultural relevance.
  • Move the artist from one stage of audience growth to the next.
• Fan Engagement & Community Development
  • Develop fan‑engagement initiatives and audience‑building campaigns.
  • Build systems that convert casual viewers into active fans and active fans into core supporters.
  • Drive growth in followers, engagement, streams, subscribers, and fan retention.
  • Monitor audience engagement and community growth across platforms.
  • Deepen fan participation and community engagement.
  • Strengthen relationships between the artist and audience through digital experiences and interactions.
  • Help build a sustainable and engaged fan ecosystem around the artist.
• Cross‑Functional Collaboration
  • Work closely with the Music Manager to align marketing timelines with release schedules.
  • Partner with A&R to ensure digital strategy supports artist development objectives.
  • Coordinate with creatives, editors, designers, and external partners to execute campaigns.
  • Align all teams around audience growth and release objectives.
  • Source and coordinate influencer, creator, and digital partnerships where appropriate.
  • Support publicity efforts by amplifying interviews, press, appearances, and media moments.
  • Align digital activity with both creative and commercial objectives.
• Performance & Accountability
  • Establish clear objectives and success metrics for digital campaigns and growth initiatives.
  • Track performance analytics and provide regular insights and recommendations.
  • Analyse audience behaviour and platform performance to optimise future strategies.
  • Monitor progress against audience growth and engagement goals.
  • Track and report on key growth metrics and campaign performance.
  • Recommend innovative marketing approaches that increase the artist’s cultural impact and market presence.
  • Own the expansion of the artist’s digital footprint and overall fanbase.

Qualifications

• Essential Qualifications
  • Strong passion for music, fashion, culture, and contemporary creative industries.
  • Deep understanding of digital culture, social media ecosystems, and audience‑building strategies.
  • Strong understanding of how music is discovered, consumed, and shared across digital platforms.
  • Ability to identify growth opportunities and proactively create momentum without constant direction.
  • Self‑starter with strong ownership, accountability, and ability to manage multiple priorities in fast‑moving environments.
• Preferred Qualifications
  • Experience managing digital platforms for artists, creatives, brands, or cultural projects.
  • Experience developing and executing digital marketing, audience growth, or content strategies.
  • Experience coordinating content creation across photographers, videographers, editors, designers, or creative teams.
  • Understanding of fan engagement, community building, and audience development.
  • Experience managing campaigns, content rollouts, or release marketing initiatives.
• Industry Qualifications
  • Strong understanding of how the music industry works (artist development, marketing, distribution, audience growth, and monetisation).
  • Deep understanding of major digital platforms including TikTok, Instagram, YouTube, X, and emerging platforms.
  • Knowledge of content strategy, platform algorithms, audience behaviour, and digital consumption trends.
  • Strong awareness of youth culture, internet culture, and emerging digital trends.
  • Understanding of how digital platforms influence cultural relevance, discovery, and artist growth.
• Strategic & Business Skills
  • Identify audience growth opportunities and turn them into measurable outcomes.
  • Strong judgment in evaluating digital opportunities, partnerships, and collaborations.
  • Balance creative storytelling with audience growth and commercial objectives.
  • Strong analytical thinking and ability to interpret audience, platform, and campaign performance data.
  • Develop systems and processes that support long‑term digital growth.
• Communication & Relationship Building
  • Strong interpersonal and collaboration skills with the ability to build trust quickly.
  • Communicate effectively with artists, creatives, executives, and external partners.
  • Coordinate multiple stakeholders across projects, campaigns, and releases.
  • Strong written and verbal communication skills.
  • Represent the artist and brand professionally across digital and creative environments.
• Fashion & Cultural Brand Qualifications (Mowalola Context)
  • Deep understanding of fashion as a cultural and storytelling system, not just an industry.
  • Aware of how music, fashion, art, nightlife, and media combine to shape culture.
  • Position artists within cultural conversations beyond just music spaces.
  • Understanding of how digital platforms shape identity, influence, and cultural relevance.
  • Strong awareness of global youth culture, internet communities, and trend cycles.
• Bonus (Not Required, but Highly Valuable)
  • Experience growing audiences, communities, or digital platforms for artists, brands, or cultural projects.
  • Experience working directly with notable artists, fashion brands, media platforms, or cultural figures.
  • Strong understanding of analytics, audience insights, performance reporting, or growth strategy.
  • Experience executing influencer campaigns, creator partnerships, or digital collaborations.
  • Experience across multiple markets or international cultural scenes.
  • Hands‑on experience in content creation, editing, creative direction, community building, or digital production.

Ideal Candidate Profile

The ideal candidate is a culturally connected operator across music, fashion, and culture. They are proactive, resourceful, and able to turn ideas into action in fast‑moving environments. They combine strategic thinking with strong execution and are comfortable working across creative spaces. Most importantly, they are motivated by long‑term growth and building from the ground up, helping shape an emerging artist and cultural ecosystem rather than a traditional role.

Opportunity Structure

This role is best suited for someone looking to build alongside an emerging artist and creative ecosystem. While the position is not initially salaried, it offers meaningful hands‑on experience, direct access to industry networks, involvement in high‑level creative and business decision‑making, and the opportunity to play a foundational role in shaping the artist’s long‑term career. As the artist’s business and opportunities grow, there will be potential for the role to evolve into a long‑term leadership position with increased responsibility, compensation, and participation in the broader success of the venture. We welcome applicants from both traditional and non‑traditional backgrounds. Whether your experience comes from artist management, fashion, creative production, nightlife, community building or launching projects, we are looking for people who know how to create opportunities, build relationships, and make things happen.