Head of/Director of Digital, UK International (maternity contract) - Sony Music

  • London  
    perm, temp to perm  
    Undisclosed  
  • Company
    Sony Music Entertainment  
    Start date
    ASAP  
    Duration
    12 Months  
  • Closing date
    11 October 2017  
    Posted on
    12 September 2017  
Overview:

The Director of Digital is charged with ensuring best practice in all aspects of digital marketing whilst providing a level of creativity that generates and nurtures ideas, delivering distinctive and successful global artist campaigns.

 

The key focus is to break priority acts, both established and developing, on an International basis via improved digital planning of campaigns and efficient activation of digital components of marketing plans. The role also requires focus on non-priority developing acts, monitoring analytics and identifying opportunities to build and grow the proposition.

 

Furthermore the role acts as a key facilitator in keeping the UK International team upskilled in digital marketing through regular updates and working sessions.

 

*Please note: this is a 12month maternity contract*

 

Responsibilities:

Creative / Strategy

  • Working alongside the UK Labels and markets to drive digital and new technology innovation to position artists, label and Sony Music as industry leaders
  • Identify emerging content, tech and social trends and infuse artist campaigns with creative applications of new technology
  • Where required, taking specific artist campaign challenges ex-UK, run creative sessions with the UK International team to build out ideas for execution
  • Where relevant, work alongside the markets to identify local partnerships for campaigns that deliver opportunity and exposure to new audiences

Marketing & Planning

This role will be required to work both strategically within the department but also in finer detail on a number of priority artists per month, the difference in these approaches is listed below: 

 

Strategic Artist Campaign Involvement:

  • Working closely with each member of the UK International Marketing team through regular 1-1 catch-ups:
    • Make sure an effective digital strategy is in place as part of the overall marketing plan, ensuring markets are replicating the strategy and building on it for local needs
    • Ensure that all artist campaigns support Sony Music’s overall digital strategy and that of the artist
    • Check with the Marketing/Product Manager the suite of digital assets needed for a campaign that will efficiently support and drive a local market’s campaign, look to ideate to create ongoing content to drive engagement and revenue
    • Ensure content is optimised globally in terms of relevance and distribution
    • Where necessary, propose original commissions to ensure all key markets are catered for
    • Ensure markets are communicated to about the correct tone of voice for an artist and this is used across content-types and online properties, controlled by the markets 
    • Using insights, best practices, content trends and market knowledge, look at ways to drive fan audience growth and ongoing engagement across platforms
    • Ensure digital and social integration across all facets of an artist campaign
    • Find ways to grow artist-owned properties and databases
    • Ensure markets are finding ways in which to Increase loyalty and advocacy with fans, key influencers and media owners locally on UK repertoire
    • Ensure SmartURLS/Linkfire links are allocated and set-up properly for markets 

Detailed Artist Campaign Involvement:

  • In addition to the list of responsibilites above in the strategic section the below must also be considered when the role is required to work in finer detail on artist campaigns. 4-5 priority artists will be allocated to this role per month, as advised by the VP of International, it will entail:
    • Working closely with the relevant UK International Marketing/Product Manager in close detail on every aspect of the digital campaign for an artist, which will at times involve ‘doing the doing’ as opposed to purely advising
    • The role must also work closely with the relevant UK Label Digital Marketing Manager and Head of Digital conducting regular catch-ups to ensure awareness and participation in detailed set-up components of campaigns. Learnings and actions taken away from these meetings or emails with the UK Label must be clearly communicated back to the UK International Marketing/Product Manager for visibility and collaboration.
    • It is important that when taking on an artist campaign at this level of detail that it is clear between the Director of Digital and the UK International Marketing/Product Manager who will facilitate each part of the campaign, this will be done through assessment of the type of campaign/artist being worked and how much actual doing is required to ensure the campaign is a success. Communication is imperative in this instance and it’s important to keep regularly assessing how the role separation is working to ensure nothing falls through the gaps.  Please note, involvement on finer detail may vary artist to artist. 

Analysis

  • Use dashboard and analytical tools to monitor artist stats to inform campaign strategy and monitor campaign performance
  • Use dashboard and analytical tools to monitor developing artists/tracks to identify opportunities for UK International
  • Work closely with the Digital Marketing Assistant to generate post campaign analysis reports for larger digital campaigns, e.g. central digital spends
  • Work closely with the Head of Analytics to support any central UK initiatives

Digital Education & Best Practice

  • Advise and educate the UK International Marketing team to develop their digital knowledge through regular update sessions in team meetings and proactive research and exploration into key areas of digital e.g. tech, social media and business
  • Work closely with the markets to better understand their local digital landscape feeding this back into the UK International team and UK Labels to create better education and also planning of global digital artist campaigns
  • Provide the markets with a Quarterly Digital Email championing the work of the UK Labels/Central Digital teams on UK rep to inform, upskil and inspire the market teams
  • Keep abreast of best in breed competitor campaigning
  • Talent spot the best specialist agencies for campaigns

Paid Media

  • Identify artist projects that require a focused digital spend in multiple markets to fulfil a project challenge, propose and manage the budget alongside agreed objectives with the UK International Marketing/Product Manager
    • Set up the spend campaign with an agreed agency providing tools, guidance and constant monitoring to ensure the campaign is working efficiently and to the set objectives
    • Run a post campaign analysis of the spend campaign to be presented back to the department
  • As and when required, be prepared for any additional responsibilities in supporting the markets and UK International with their paid media campaigns
Person Specifications:

Essential

  • Up to 8 years proven digital marketing experience – in media, entertainment, brand or services organisation
  • Understanding of evolving technology and ability to research and discover new opportunities
  • Proven experience of delivering a digital campaign based on audience insight
  • Proven experience of working with paid media both from the standpoint of advising agencies and also analysing results
  • Highly creative
  • Team player
  • Genuine interest and active knowledge of social networking and digital marketing
  • Excellent communication skills – verbal and written
  • Awareness and interest in social/tech/digital trends
  • Problem solver
  • Effective influencing skills and good negotiation skills
  • Ability to share and convey updates, ideas and vision with clarity and in the language of the audience
  • Effective influencing skills
  • Has the gravitas to work with a broad range of people at differing levels
  • Thrives in a changing environment
  • Has excellent communication skills showing this through contribution in team meetings, written email, phone manner etc
  • Is highly motivated and has a thirst for knowledge
  • Is constantly creative and curious – hungry to learn of new developments in the digital world
  • Has great relationship building skills – will get to know the artists and management in a friendly but professional manner – always maintaining credibility
  • A music lover with wide range of knowledge musically
  • Has the ability to exercise emotional intelligence in sensitive situations
  • Has an understanding of how to work with other territories that is respectful and collaborative

Preferred

  • Has worked within a major label or experience in Entertainment sector: TV, DVD, Games, Music, Media
  • Experience or knowledge in Production and the workings of a major label
  • Understanding and experience of working with other territories/cultures, ex-UK

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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.

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