Associate Director, Fan Engagement

This is a Full Time Job

Associate Director, Fan Engagement (CRM) - The Orchard

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.

What You'll Do
• CRM & Lifecycle Strategy
• 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.
• Campaign Execution & Optimization
• • 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.
• E-Commerce & Conversion Marketing
• • 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.
• Tool & Platform Strategy
• • 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.)
• Cross-Functional Collaboration
• • 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.

Who You Are
• 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.