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Senior Director, Digital Commercial Strategy
Sony Music Entertainment
Coconut Grove, FL, United States
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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.
Reporting to the SVP of Growth & Innovation, the Senior Director, Digital Commercial Strategy will focus his or her efforts on the entire digital monetization strategy of frontline releases; fully exploring and exploiting any and all profitable revenue generating opportunities for the U.S. Latin Label.
The Sr. Director, Digital Commercial Strategy will work closely with executive leadership, internal business units and departments such as marketing and business intelligence, third-party partners and key accounts, as well as artists and artist management in order to ensure achievement of organizational objectives.
Responsibilities:
Drive Digital Sales Strategy and Outcomes for Frontline Artists
• Creatively, comprehensively, and continuously deliver against stated frontline digital sales and related performance objectives.
• Monitor market trends, develop relevant digital business insights, be keenly aware of digital platform features and partner performance, understand consumer behavior in context of each account / digital monetization platform, and identify / exploit new opportunities to grow the business.
• Develop and drive overall digital commercial strategies for frontline artists.
• Optimize pitching process for in-platform placement, secure promotional opportunities and campaigns.
• Own and drive international account campaigns and release pitches by leveraging the label’s existing affiliate and regional structure.
• Drive team to become the main liaison between the label and key streaming and digital retail partners including, but not limited to, Spotify, Apple Music, Amazon, Google/YouTube, VEVO, Slacker, Napster, Tidal, and more.
• Work closely with digital partners / accounts to communicate insights, analysis, and recommendations to actively increase the label’s business and improve operations.
• Develop strong partnerships with each digital account in order to maximize exposure for US Latin artists: original content, editorial features, intra-platform integrated marketing, operational excellence, insight collaboration, performance reporting, and executive relationship building as applicable.
• Establish quarterly business reviews with each applicable account in order to ensure continuous improvement in terms of operational efficiency, understanding of platform capabilities, and expansion of Latin genre exposure, sales results, and overall effectiveness of partnership.
Collaborative Marketing Campaign Development, Management and Measurement
• Collaborate with Radio and Marketing (label / project managers) teams to pitch internal and external partners for playlist inclusion as well as create and maintain owned playlists in order to grow active and engaged subscriber base.
• Work with Digital Marketing and Business Intelligence to conduct detailed research and analysis on label artists, releases, sales, streams, and revenue in order to evaluate and optimize campaigns for maximum exposure and results.
• Work with Marketing, Digital Marketing, and related agency partners to develop, deploy and optimize KPI-driven digital campaigns in support digital sales objectives.
• Objectively and accurately measure, analyze, optimize and report on marketing and sales performance in context of established budgets and stated business goals / KPIs (market share, revenue, etc.).
Team Leadership and Development
• Develop, lead, and empower the digital account team in order to maximize their knowledge, relationships, performance, and overall growth as productive team members.
• Prioritize and delegate workloads. Mentor, train, and develop staff.
• Be accountable, yourself, and hold direct reports accountable for following through on plans, activities and goals. Manage department performance through quarterly OKRs.
• Keep team up-to-date regarding innovation in and changes to the digital space as it impacts the label’s operations and objectives – from partners to platforms, tools to enabling technologies, and consumer insights to performance outcomes.
Qualifications:
• 5+ years’ experience in a creative digital marketing role with proven success in developing innovative campaigns leveraging paid, earned and owned media and in support of digital sales objectives.
• 2+ years’ recent, verifiable experience as a multi-million dollar (preferably 8-figure) digital business or eCommerce P&L owner and strategist; preferably on behalf of a major US or international music label.
• Must have a minimum of 2+ years’ experience hiring, supervising, and developing staff.
• Must have extensive knowledge of and experience in digital retail, streaming services, playlisting strategies, performance analytics and optimization, as well as overall digital technologies and trends.
• Must have deep knowledge of and existing relationships with the major digital accounts: Spotify, Apple Music, Amazon, Google/YouTube, VEVO, Slacker, Napster, Tidal, and more.
• Must have existing relationships with digital media outlets, industry bloggers, and social influencers.
• Must be able to demonstrate functional working knowledge of digital retail sales strategies, customer relationship management (CRM) and email marketing, social media (owned and earned), paid advertising (traditional + programmatic media buying across platforms), and conversion optimization.
• Must have experience delivering measurable business outcomes in context of high volume, high speed, complex and rapidly shifting digital business environments.
• Must have experience with planning, budgeting, project management, and performance reporting.
• Must have experience in and ability to develop and deliver effective presentations on complex topics to clients, executive management, and team members.
• Must have experience successfully managing multiple projects concurrently while providing direction to and overseeing the activities of team members, partners or other internal / external resources.
• Ability to objectively and accurately measure, analyze, optimize and report on marketing and sales performance is required. Current Google Analytics certification (GAIQ) preferred.
• Must be an independent worker and self-starter with outstanding creative, communications, leadership, 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).
• Must have a functional working knowledge of analytics tools such as Google Analytics, Next Big Sound, BuzzAngle, and Crimson Hexagon.
• Must be willing to work nights/weekends and be available for business travel as warranted.
• Fluency in English is required. Spanish is a major plus.
• Bachelor’s degree in Marketing, Communications, Media, TV/Film, Publishing or related discipline from an accredited university is required. Master’s degree (MS/MBA) preferred.