Associate Director, Fan Engagement (CRM) - The Orchard

Sony Music Entertainment US•New York, NY

34d•$75,000 - $100,000

About The Position

The Orchard is a leading full-service music distribution company operating in 48 markets worldwide and servicing top global independent artists and labels. With cutting-edge operations and an unparalleled global team, The Orchard partners with clients to provide full scale solutions across a variety of verticals. Championed by an exceptional community of music lovers and experts, The Orchard empowers creators to grow and evolve in the dynamic, global industry. The Orchard focuses on providing a comfortable, social, and engaging environment to encourage productivity and creativity. This role will grow and manage audiences for The Orchard distributed artists and labels, create promotions through direct marketing to support merch efforts and more. Review insights and analytics to produce creative messaging to fans through SMS and email campaigns.

Requirements

5+ years of CRM or lifecycle marketing experience within music/ entertainment verticals, inclusive of e-commerce.
Proven track record of driving measurable growth in fan or customer engagement through email and SMS.
Hands-on experience with CRM platforms (e.g., Klaviyo, HubSpot, Salesforce, Braze, etc.) and e-commerce integrations (Shopify, Shopify Plus, etc.).
Deep understanding of first-party data strategy, including audience segmentation, consent management, and data privacy best practices (GDPR, CCPA, etc.).
Strong analytical skills with experience using data dashboards, A/B testing, and KPI reporting to inform strategy.
Excellent communicator and collaborator with experience advising multiple stakeholders and creative teams.
Passionate about music, fan behavior, and leveraging technology to build lasting artist-fan relationships.
Comfortable working flexible hours when needed to support global partners and high-priority releases.

Responsibilities

Lead the development and execution of CRM strategies to engage fans throughout the full lifecycle — from acquisition to retention and conversion — across email, SMS, and emerging fan communication platforms.
Drive strategy around CRM segmentation, automation, and personalization strategies that drive streaming, ticketing, D2C e-commerce growth and more, working in partnership with our internal Product, Design & Engineering teams to help guide future product features while also leveraging 3rd party partner tools.
Partner with our Relationship Management, Global Paid Media & Growth Strategy, Brand Marketing and Marketing Strategy teams to continuously educate internal teams and clients on CRM best practices and ensure proper integration of CRM strategies into artist campaigns across the organization.
Own end-to-end execution of CRM campaigns, including planning, deployment, testing, and performance tracking.
Use audience insights and data analytics to continuously optimize cadence, content, and conversion performance.
Develop reporting frameworks to communicate campaign performance and actionable learnings internally & externally.
Collaborate with e-commerce/D2C teams to design CRM campaigns that drive product discovery & sales conversions.
Implement cross-channel automation that connects fan data from merch stores, streaming platforms, and fan sign-ups.
Continuously test and refine email and SMS creative and strategy to maximize ROI across transactional campaigns.
Oversee the strategic use of both proprietary tools and 3rd-party CRM platforms (e.g., Laylo, Klaviyo, Salesforce, etc.).
Identify opportunities to innovate with content, automation, fan segmentation, and data enrichment capabilities.
Collaborate with Marketing Strategy, Relationship Management, Audience Development, Privacy and Product, Design and Engineering teams to ensure compliance with global privacy regulations with consumer CRM strategies and campaigns.
Support VP, Audience Development and SVP, Business Development & Emerging Technology in evaluating & trialing new fan CRM technologies and tools
Continuously monitor & educate on emerging CRM trends not just within the Music business ecosystem, but across other verticals and industries (Gaming, Sports, TV/Movies, etc.)
Partner closely with Marketing Strategy, Relationship Management, Audience Development, Privacy + Product, Design and Engineering teams to ensure CRM initiatives align with broader release & company goals.
Serve as a CRM thought leader and expert both internally across the organization and externally for artist and label partners, providing best-practice guidance and data-driven recommendations in partnership with Marketing Strategists.
Support VP, Audience Development in continuously educating marketers around the globe on CRM best practices specific to their local markets and cultures.

Benefits

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
Opportunities to connect with our valuable resources, such as our Counsel of Equity & Progressive Action (CEPA), a group created by our employees tasked with developing and implementing innovative solutions to advance a globally-shared goal of ensuring fair and inclusive spaces for all
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
The Orchard 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.

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