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...