Director of Digital Media Planning
Sony Music
Los Angeles, CAThis is a Full Time Job
As Director, Digital Media Planning, 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 stakeholders.
• Global Collaboration
• 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.
Who you are:
• 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
• Experience with music, entertainment, or creator-driven marketing campaigns preferred
• Ability to manage multiple campaigns across different markets simultaneously.
Salary/Benefits
$100,000 - $120,000 /year USD
The actual base salary offered depends on a variety of factors.
Benefits
• Medical, dental, and vision insurance
• Life insurance
• Short- and long-term disability
• 401(k) employer matching
• Voluntary benefits like company-paid identity theft protection
• 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
• Reimbursement for adoption, surrogacy, tuition, and student loans
Perks
• Inclusive, collaborative and global community
• Modern office environment designed to foster productivity, creativity, and teamwork
• Investment in your professional growth and development
• Space to accelerate progress, positively disrupt, and create what happens next
• Time off for a winter recess
Additional Information
AWAL is a global music distribution and services company under Sony Music that empowers artists to take control of their careers. The company provides a range of services including distribution, marketing, and analytics to help artists grow their audience and reach their goals.
