Senior Marketing Manager (Catalogue)

Sony Music’s Commercial Group is looking for a progressive Senior Marketing Manager – a unique opportunity to lead culturally resonant, forward-thinking campaigns for some of the most iconic and influential artists across the catalogue roster. Reporting to the Head Of Marketing, the Senior Marketing Manager will be responsible for their own roster of artists, crafting and executing innovative marketing strategies that breathe new life into catalogue music, as well as overseeing two Marketing Managers, helping shape the creative and strategic direction of the wider team.

Closely working with artist management and, in some cases, artist estates, wider domestic and international Sony Music departments and external agencies (creative, promo, etc), the Senior Marketing Manager will be tasked with upkeeping and growing popularity and consumption of catalogue repertoire, identifying anniversaries, milestones, cultural moments, trends, new music ‘re-heat’ opportunities, etc around which to market an artist’s catalogue in both the physical and digital space. Key to identifying opportunities will be a keen understanding of consumption data and audience insight, with both things informing strategy throughout campaigns and forward planning.

This role is perfect for someone tenacious, strategic, and plugged into culture—not just music, but fashion, film, art, tech, and beyond. We are looking for individuals who thrive on finding new ways to connect timeless music with today’s audiences, who culturally lead and understand the evolving music marketing trends. You will need to have previous marketing management experience and demonstrate experience with the full marketing mix, ensuring excellence in campaign execution.

Sony Music Commercial Group oversees a vast collection of legendary artists and their iconic bodies of work. The Commercial Group produces, manages, and maintains this catalogue, representing nearly every musical genre, building legacies for our artists that stand the test of time in the same way that their music has. Commercial Group strives to bring fans even closer to their favourite artists, and to introduce audiences to other artists across Sony’s catalogue, ensuring that our artists and their culture-defining catalogues remain culturally relevant for generations to come. We reimagine the past to inspire the future!

What you'll do:

• You will lead end-to-end artist marketing campaigns across multiple genres and deliver against strategic and commercial goals. Spearhead market-leading integrated artist campaigns from concept to execution across all areas of business to continually expand fan bases and grow consumption of artists’ catalogues. You will be responsible for project timelines, deliverables, internal and external stakeholder comms, and post campaign analysis.
• You will interrogate data (via Sony’s tools and analyst teams) to identify opportunities and to craft campaigns which are powered by learnings from that data, and which can be measured against it post-campaign.
• Identify interesting and creative opportunities for catalogue marketing activations in both the physical and digital space – reissues, anniversary campaigns, content marketing, re-heat campaigns, remixes/re-imaginings, etc – to drive relevance and engagement
• Align with Commercial Group’s digital marketing team to develop artists’ online presence, ensuring that digital activity plays a key role in all your campaigns, and to strengthen plans spearheaded by the digital team.
• Work with promo teams and media agencies to create holistic plans to support your campaigns, adhering to approved project budgets.
• Work with Commercial Group’s digital media planner to implement strategic advertising plans to support your campaigns in the digital space, and work with Sony’s external media agency on projects which require non-digital advertising elements.
• Collaborate closely with the sales and digital partnership teams to develop and pitch collaborative campaigns with partners
• Manage two Marketing Managers, supporting their campaign execution (with the Head Of Marketing) and their development/growth. Work closely with the Head of Marketing to shape team strategy and priorities.

Finance

• You will be responsible for pre-approved campaign budgets, coordinating PO and invoice payment, allocation of spend and monitoring of expenditure, P&L targets, budget approvals and project KPIs.
• You will work with the finance team to plan and forecast during the budgeting process, and will be tasked with contributing to increasing profitability of Commercial Group’s roster through successful campaigns.

Data and analysis

• You will use Sony Music’s suite of data tools for both pre and post campaign analysis, making informed strategic decisions based on data analysis. Commercial Group’s dedicated analyst will support your data research to help identify growth areas and assist in setting measurable targets.
• You should be data savvy, and naturally curious to better understand audiences to continue expanding our artists’ fan bases. Furthermore, you should be keen to monitor changes in the market, with an emphasis on the industry, our competitors and their campaigns.

Culture

• Be deeply immersed in culture, curious about the whole cultural landscape and culture-led industries. Musically, a ‘more is more’ approach when it comes to genres/styles/subcultures.
• Be informed and curious about technological advancements in the wider media landscape and be creative about how these could be applied to your campaigns.
• Be immersed in social media and the various ways people use these platforms to increase their audience and reach, both within music and the wider culture.You will work closely with Commercial Group’s digital team to maximise trending tracks stemming from viral social media activity.
• Be aware of the partnership landscape and how brands and media can be used to enhance your artist projects. Be connected in these areas so that you can work closely with Sony’s central teams and continually look for new partnership opportunities for your artists.

International & Frontline

• For some key UK-repertoire artists, you will work closely with the international catalogue marketing team, keeping them abreast of campaigns with global reach as they come together, aligning on ex-UK objectives, and ensuring they have the information and tools they need to work with global markets to deliver strong local campaigns.
• You will work closely with our US equivalent team, Legacy Recordings, to manage UK campaigns for US repertoire releases.
• You will also work with catalogue embeds within the RCA and Columbia frontline labels, who are responsible for working shallow catalogue (ie younger than 3 years, and still under the remit of frontline teams), sharing learnings and supporting their efforts with a view to elongating the life-cycle of frontline repertoire and seamlessly integrating it into the Commercial Group ecosphere after around.3 years post initial release

Who you are:

• A proven marketing leader with experience in music, entertainment, or culture-led industries, you will be creative, innovative, and tenacious.
• Passionate about storytelling, creativity, and the power of catalogue music, you will show versatility and be able to work across different genres, and simultaneous campaigns
• You will be a confident team leader and collaborator, able to inspire and guide others.
• You will be creative and show an innovative approach to campaign ideation and execution.
• You will have working knowledge of the digital landscape.
• You will be commercially minded, with strong budget management and analytical skills

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

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.

Please read our privacy policy before beginning the application process as you will need to agree to the terms of the policy before submitting your information.

Please note that applicants must be at least 18 years of age.

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