Senior Director of Creator Strategy and Viral Marketing
Sony Music
Los Angeles, CAThis is a Full Time Job
As Senior Director, Creator Strategy & Viral Marketing, you will lead the label's US creator ecosystem and oversee our digital content team to turn real-time internet trends, algorithmic patterns, and high-impact creator partnerships into scalable viral moments that drive global streaming consumption.
What you'll do:
• Lead influencer and creator strategy across AWAL's roster, building a scalable network of relationships with influencers/creators, agencies and managers to deliver high-impact campaigns across priority releases
• Act as our internal creator marketing & niche community expert across all genres and target audiences, driving thought leadership across the organization
• Track and analyze fast-moving digital trends, internet culture, and algorithmic behaviors to ensure continuous relevance for AWAL artists.
• Drive creator campaigns from ideation through execution, handling outreach and budget negotiations to maximize efficiency, impact and ROI
• Track and analyze campaign KPIs to inform next steps & identify new opportunities for growth across target audiences
• Deliver weekly trend analysis and innovative content strategies that keep our music at the epicenter of Gen Z conversations
• Oversee the Viral Content team's daily operations and weekly priorities while maintaining a comprehensive cultural calendar to capitalize on real-time trends & timely events
• Establish internal processes to scale top-performing content across the roster, maximizing KPIs, streaming metrics, and TikTok/Reels sound engagement
• Collaborate with Audience Development and Viral Content teams to conceptualize and execute innovative, multi-platform initiatives, pushing boundaries to translate big-picture concepts into scalable audience acquisition and sustained viral growth
Who you are:
• 6 years of experience in influencer or creator marketing within the music or entertainment industry
• Passionate about music with an expert understanding of pop culture, digital trends, and fan behavior
• Experience leading teams and managing junior team members
• Strong relationship-building skills with an established network of influencers, creators, external agencies, and talent managers
• Experience executing end-to-end creator marketing campaigns, from sourcing and briefing to tracking, reporting, and analysis
• Strategic thinker with a deep understanding of digital platform algorithms and niche online communities
• Expert at translating fast-moving internet trends and fan behavior into high-impact short-form content strategies
• Excellent organizational skills with the ability to manage multiple complex campaigns simultaneously in a fast-paced environment
Salary/Benefits
$120,000 - $130,000 /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
Sony Music encompasses AWAL, a music distribution and services company that empowers independent artists and labels to grow their careers. AWAL provides a range of services including distribution, marketing, and analytics to help artists reach their full potential in the music industry.
