Director, Digital Media Planning - AWAL

About Sony Music Entertainment

At Sony Music Entertainment, we fuel the creative journey. We’ve played a pioneering role in music history, from the first-ever music label to the invention of the flat disc record. We’ve nurtured some of music’s most iconic artists and produced some of the most influential recordings of all time.

Today, we work in more than 70 countries, supporting a diverse roster of international superstars, developing and independent artists, and visionary creators. From our position at the intersection of music, entertainment, and technology, we bring imagination and expertise to the newest products and platforms, embrace new business models, employ breakthrough tools, and provide powerful insights that help our artists push creative boundaries and reach new audiences. In everything we do, we’re committed to artistic integrity, transparency, and entrepreneurship.

Sony Music Entertainment is a member of the Sony family of global companies.

As Director, Digital Media Planning with AWAL, you will support paid media strategy and campaign execution across multiple markets. This role will work closely with global artist marketing and audience development teams to plan, optimize, and analyze digital advertising campaigns that drive audience growth, engagement, and consumption for priority artists and releases. You will challenge traditional music marketing frameworks, blending data-driven insights with creative curiosity to ensure our artists consistently cut through the noise of a rapidly evolving digital landscape.

What you'll do:

• Media Planning & Strategy
  • Develop paid media plans aligned with marketing priorities for artist campaigns, releases, and project initiatives.
  • Identify optimal platform mix, audience segment & targeting strategies, and budget allocation across digital channels.
  • Translate marketing objectives into performance-driven media strategies.
  • Design and analyze experiments using platform features (Spotify Marquee, YouTube Shorts, etc) to determine the most cost-effective ways to drive revenue and engagement.
• Campaign Execution & Optimization
  • Collaborate with internal and external teams to identify and create campaign assets
  • Work with internal teams and agency partners to launch, manage, and optimize campaigns across platforms such as:
    • Meta (Instagram / Facebook)
    • TikTok
    • YouTube / Google
    • Snapchat
    • Programmatic and display platforms
    • Emerging platforms
  • Monitor performance and adjust campaigns to maximize reach, engagement, and conversion metrics.
• Analytics & Reporting
  • Analyze the "full-funnel" fan experience and track how a fan moves from a TikTok discovery through a link click to a Spotify save to a merch or ticket purchase. Identify friction points and drop-offs in the conversion chain.
  • Track campaign performance and deliver actionable insights and reporting.
  • Analyze audience and platform data to refine targeting strategies and improve ROI.
  • Build performance dashboards and post-campaign recaps for key stakeholders.
• Global Collaboration
  • Work with artist marketing teams in the US, UK and international to align media strategy with campaign goals including audience segmentation and targeting.
  • Coordinate with creative and audience development teams to ensure campaign cohesion.

Who you are:

• 5+ years experience in digital media planning or performance marketing
• Experience working with global advertising agencies across multiple genres
• Experience running direct campaigns on Meta Ads Manager, Google Ads, TikTok Ads Manager, and YouTube
• Strong analytical and reporting skills
• Experience with music, entertainment, or creator-driven marketing campaigns preferred
• Ability to manage multiple campaigns across different markets simultaneously

What we give you:

• You join an inclusive, collaborative and global community where you have the opportunity to channel your passion every day
• A modern office environment designed to foster productivity, creativity, and teamwork empowering you to bring your best
• An attractive and comprehensive benefits package including medical, dental, vision, life & disability coverage, and 401K + employer matching
• Voluntary benefits like company-paid identity theft protection and resources for pets, mental health and meditation resources, industry-leading fertility coverage, fully paid leave for childbirth or bonding, fully paid leave for caregivers, programs for loved ones with developmental disabilities and neurodiversity, subsidized back-up child and elder care, and reimbursement for adoption, surrogacy, tuition, and student loans
• 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
• Time off for a winter recess

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, gender identity or expression, pregnancy, veteran or military status, marital and civil partnership/union status, alienage or citizenship status, creed, genetic information or any other status protected by applicable federal, state, or local law.

California based applicants have certain rights under California law. Please see our California Recruitment Privacy Policy for more details.

The anticipated annual base salary does not include any other compensation components or other benefits that an individual may be eligible for. The actual base salary offered depends on a variety of factors, which may include as applicable, the qualifications of the individual applicant for the position, years of relevant experience, specific and unique skills, level of education attained, certifications or other professional licenses held, and the location in which the applicant lives and/or from which they will be performing the job.

California Pay Range

$100,000—$120,000 USD