Director, Digital Media Planning - AWAL

Sony Music Global Job Board•Los Angeles, CA

3d•$100,000 - $120,000•Onsite

About The Position

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.

Requirements

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
Ability to manage multiple campaigns across different markets simultaneously

Nice To Haves

Experience with music, entertainment, or creator-driven marketing campaigns preferred

Responsibilities

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.
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.
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.
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.