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Catalog Digital Marketing Manager
Sony Music Entertainment
Coconut Grove, FL, United States
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The Catalog Digital Marketing Manager of US Latin will be responsible for planning, executing, managing, measuring, and optimizing marketing initiatives on behalf of the US Latin Catalog division. Reporting to the Director of Sales, the Catalog Marketing Manager will leverage his or her marketing expertise, music and/or entertainment industry experience, and understanding of US Hispanic and Latin American audiences to grow and/or activate fan bases, encourage engagement with roster artists, facilitate audio and video content consumption, and actively drive revenue outcomes. The CatalogDigital Marketing Manager will work closely with sales leadership, internal business units and departments, third-party partners and agencies, content curation and production specialists, as well as artists and artist management in order to ensure achievement of organizational objectives.
The purpose of this position is to create advertising/marketing campaigns and initiatives that will position the Catalog business toward the future. The ideal candidate must have a track record of executing ideas, and strong understanding of music streaming, downloading, profit & loss, and analytics.
Sony Music Entertainment is a global recorded music company with a roster of current artists that includes a broad array of both local artists and international superstars, as well as a vast catalog that comprises some of the most important recordings in history. Sony Music Entertainment is a wholly owned subsidiary of Sony Corporation of America. 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 identity or expression, pregnancy, veteran or military status, genetic information or any other status protected by applicable federal, state, or local law.
Responsibilities:
Strategic Planning
• Work with Sales and Label leadership to establish an overarching and imminently executable strategy that will transform the US Latin Catalog division from a passive to an active revenue generator through innovative and engaging product development and marketing.
• Collaborate with Sales leadership to develop a product development, content creation, marketing and promotion calendar that aligns with and informs quarterly and annual sales plans and projections.
• Continually build, manage, and maximize a dynamic and diverse portfolio of omnichannel marketing and promotional partnerships in support of US Latin Catalog and Push business objectives.
Marketing Campaign Development, Management and Measurement
• Plan, execute, manage, measure, and optimize marketing and promotional campaigns and related initiatives in support of US Latin Catalog and Push (content sourced internationally for promotion and consumption in the US) sales objectives.
• Work with Sales and Finance leadership to establish, and subsequently manage, annual and project-specific marketing budgets (M&P). Set related ROI expectations aligned with sales targets.
• Work with Business Intelligence team to acquire, understand, and leverage available insights, analytics, and KPIs to shape, target, and measure and manage successful marketing campaigns.
• Leverage digital marketing expertise to both plan and, on a very hands-on basis, execute ROI-focused campaigns leveraging CRM, social, mobile, paid media, and content distribution platforms.
• As required, work with Digital team and agency partners to develop, execute, measure and optimize digitally-infused catalog for US and international markets.
• Work with international territories in order to ensure marketing plans, content delivery and related project needs are met and/or properly executed.
• Manage relationships with, provide direction to, and hold accountable those agency partners and contracted specialists engaged to assist in the achievement of division goals.
• Objectively and accurately measure, analyze, optimize and report on marketing performance in context of established budgets and stated business goals / KPIs.
Product Development and Content Creation
• Create album products for promotion and commercial exploitation overseas.
• Create and/or leverage existing “non-music” promotional content such as artist interviews, b-roll and behind-the scenes footage, audio and video IDs, EPKs and the like for exploitation.
• Work with Content and A&R teams to ensure comprehensive, consistent delivery of all content and product-related elements as well as manage release planning of commercial and promotional products
Qualifications:
Skills & Capabilities:
• Strong understanding of music streaming, downloading, profit & loss, and analytics.
• Must have a track record of executing ideas even when there are limited resources.
• Ability to objectively and accurately measure, analyze, optimize and report on marketing performance is required. Current Google Analytics certification (GAIQ) preferred.
• Past experience implementing video best practices using search words and the optimization of search engines.
• Must be able to demonstrate functional working knowledge of customer relationship management (CRM) and email marketing, inbound marketing, social media (paid, owned and earned), paid advertising (traditional and programmatic media buying across platforms), and SEO (preferred).
• Proven experience marketing to and a demonstrated understanding of US Hispanic and Latin American audiences is required.
• Experienced developing and distributing original content or repurposing existing content as might be used for promotional or monetization purposes is strongly preferred. Experience distributing content through video and/or audio streaming services is a plus.
• Must have experience successfully managing multiple projects concurrently while providing direction to and overseeing the activities of agency partners or other internal / external resources.
• Music and/or Entertainment industry experience strongly preferred. Must be a passionate music fan with broad knowledge of Latin music.
• Must be an independent worker and self-starter with outstanding creative, communications, project management, analytical, and organizational skills.
• Must be skilled in the operation of variety of software programs and productivity tools including Microsoft Word, Excel, PowerPoint, Outlook, and Salesforce.com (or similar SFA / CRM solution).
• Functional working knowledge of Photoshop and Illustrator (Adobe Creative Cloud) as well as video editing software (Final Cut Pro) is preferred.
Preferred Work Experience:
• 5 to 7 years of verifiable, hands-on experience planning and executing omnichannel marketing campaigns with a specific focus on digital channels is required.
• Experience within a music industry context is a major plus.
Education/Certifications:
• Fluency in English and Spanish is required. Portuguese is a plus.
• Bachelor’s degree in Marketing, Communications, or related discipline from an accredited university is required. Master’s degree (MS/MBA) preferred