Audience Marketing Manager

As the Manager, Audience Marketing, you will be focused on growing SME Hong Kong’s catalog to maximize our revenue and market share in the Hong Kong market. This is an exciting opportunity for a passionate music-lover to create and deliver novel and innovative digital marketing campaigns for some of the Canton-pop world’s best-known catalog, deepening catalog music’s connection with existing fans and winning over new audiences.  

This individual will also lead the Physical Sales & D2C functions and will be responsible for driving revenue growth through physical music products and merchandise through direct-to-consumer channels. The role develops innovative commerce strategies, manages retail and e-commerce partnerships, and delivers fan-focused offerings that enhance artist engagement while maximizing commercial performance. 

Additionally, the role is responsible for building meaningful and long-term relationships between artists and their fans through data-driven engagement strategies, community development, CRM, and direct-to-fan initiatives. The role will work closely with Marketing, Digital, Commerce, and Artist teams to drive fan growth, deepen engagement, enhance fan experiences, and support sustainable audience and revenue growth. 

What you will do:

Campaign Creation  

• Develop and deliver stand-out, extensive reach campaigns around Sony Music’s local catalog 
• Create campaigns celebrating artist milestones, album anniversaries, birthdays etc.  
• Create cultural and seasonal campaign ideas encompassing a variety of artists and their music.  
• Collaborate with frontline marketing teams to warm up audiences and/or promote artist catalogs around their new releases.  
• Identify new opportunities in alignment with the business to ensure key calendar moments or festive seasons are leveraged to deliver the best return for SME Hong Kong’s local catalog music in markets outside Hong Kong. 

Campaign Optimization  

• Managing regular flow of campaigns to increase market share and revenue for SME Hong Kong catalog. 
• Develop pitch presentations for all campaigns, ensuring all campaigns are delivered to life and according to budget.  
• Use streaming and market data to identify audience targets.  
• Liaise and collaborate with local teams for catalog artists to get broader buy-in and access where required.  
• Track and record all coverage for executed campaigns.   
• Design and collaborate with internal stakeholders on post campaign reporting.

Digital Optimization 

• Grow monthly listeners for SME Hong Kong overall via catalog music through optimizing performance on music streaming partners & different channels. 
• Identifying opportunities on streaming services to grow artists, music, and playlist streams including but not limited to SEO campaigns. 

Physical Sales & D2C 

• Manage physical product lifecycle from planning, manufacturing, distribution, and sell-through.  
• Develop and oversee D2C platforms, e-commerce stores, and online retail partnerships.  
• Drive revenue growth through vinyl, CDs, box sets, collectibles, merchandise, and exclusive fan products.  
• Create fan-centric commerce strategies, including pre-orders, limited editions, memberships, and exclusive experiences.  
• Monitor sales performance, inventory levels, forecasting accuracy, and profitability.  
• Partner with internal stakeholders and external retailers to maximize market presence and commercial success. 
• Growing fan-based data. 
• D2C strategy - to engage fans directly, monetise beyond streaming through exclusive content and experiences, and build long‑term loyalty using first‑party data. 

1PD – Fan Management 

• Lead fan engagement and audience development strategies across the artist lifecycle, from discovery and acquisition to retention and advocacy.  
• Leverage data analytics and consumer insights to segment audiences, personalize fan journeys, and optimize campaign effectiveness.  
• Identify and implement innovative digital, social, and community-building solutions to strengthen artist-fan connections and maximize long-term fan value. 
• Create contents to improve artists' accounts' engagement to expand fanbase and build strong engagement; also, contents to drive streaming. 
• To support thematic and seasonal catalogue campaigns through these contents. 
• Fan data collection and management are focused on devising strategies to collect fan data and CRM for fans 
• Look for creative opportunities to gain exposure for our artists and labels. 

Who you are:

Experience:  

• Strong track record of launching end-to-end artists and/or music-related marketing and communication campaigns in Hong Kong.  
• Experience in successfully delivering on quantifiable business outcomes through the execution of multiplatform and omnichannel marketing initiatives in the creative industries. 
• Deep understanding of canton-pop or Hong Kong music culture, trend, consumer tastes, trends & behaviors. 
• Demonstrable experience in crafting innovative campaigns grounded in data and tied to business objectives. 

Technical capabilities:  

• Deep passion and knowledge of music, artists, technology and a strong understanding of how & where fans engage with songs, albums, playlists, and artists. 
• Good understanding of the music industry and all areas of the music. 
• Adept at interpreting and analysing large volumes of data to derive actionable business insights. 
• Ability to ideate on and edit short-form content for social media is a plus. 

Behavioral skills:  

• Collaborative, while possessing a hunger to learn and experiment. 
• Ability to think independently, create and develop ideas that lead to positive change/improvements. 
• Strong creative sensibilities. 
• Well organized with exceptionally strong communications skills that are adaptable to different personality styles and situations. 
• Cultural awareness: Understand popular culture and the underlying cultural patterns and factors that influence behaviors in different teams and countries. 

Others: 

• Not a status quo person, unafraid to reasonably challenge convention. 
• Strong desire to make a difference to the music industry and contribute to successful outcomes for artists and the company. 
• A proactive self-starter.  
• A team player, able to form good relationships with internal and external stakeholders.  
• Good time management and organizational skills, able to perform under pressure. 
• Great verbal and written communications skills combined with interpersonal skills working across multiple cultures. 
• Passion for music, digital media and innovation is a MUST. 
• Fluent in English, Cantonese, and Mandarin. 

What we give you:

• You join an inclusive, collaborative and global community where you have the opportunity to fuel the creative journey
• A modern office environment designed to foster productivity, creativity, and teamwork
• We invest in your professional growth & development

Equal Opportunities

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.

We employ, retain, promote and otherwise treat all employees and job applicants according to their merit, qualifications, competence and talent. We apply this policy without regard to any individual’s sex, race, religion, origin, age, sexual orientation, marital status, medical condition or disability.

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