Head of Digital, UK International (Sony Music UK)

  • Sony Music
  • London, UK
  • May 14, 2019
Full time Marketing

Job Description

The Head of / 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, and data/analytics to inform campaigns with focus on audience development, to ensure we are delivering distinctive and successful global artist campaigns.

The key focus is delivery of success for priority acts, both established and developing, on an International basis via improved digital planning, strong relationships with key partners, and efficient activation of digital components of marketing plans, monitoring analytics and identifying opportunities to build and grow the proposition. 

Furthermore the role acts as a liaison for the department with key areas of the company (4th Floor Creative, US digital, key regional contacts) to ensure we are up to date on developments/strategy and as facilitator in keeping the UK International team upskilled in digital marketing through regular updates.


Key Objectives / Responsibilities:

  • Audience development – delivering analytics to enable better strategizing in our campaigns, monitoring activity on dashboards to identify & capitalise on opportunities, setting targets and focussing campaigns to drive analytics and deliver on these
  • Partner relations – maintaining relationships with key partners such as IG, FB, YouTube, Snapchat, Twitter, to ensure awareness of developments and opportunities, with focus also on region-specific partner campaigns – both DSPs and social platforms not already part of our planning.  Focus on Asia, Latin America, Africa among others.
  • Acting as central strategic point of contact for the UK International department with 4th Floor Creative Digital & Audience development teams (including Insight, Analytics, CRM) to ensure we are updated on developments/strategic projects within the business and aligned with company strategy in key areas and driving best practice in our campaigns.
  • Working closely with 4th Floor Creative central Digital & Audience Development team and UK labels’ digital teams on focus/priority campaigns & strategic areas
  • Digital assets – overseeing timely delivery of campaign tools from labels to enable best practice around sales and marketing campaigns internationally; working with digital coordinator to deliver assets/content for region-specific partners in addition as needed
  • Learning & Development – work with central 4th Floor Creative and L&D teams to ensure team are up to speed on the latest developments in digital

Creative / Strategy

  • Working alongside the UK Labels, Central Digital team and markets to drive digital and new technology innovation to position artists, labels and Sony Music as industry leaders
  • Ensure 4th Floor creative-driven insight & positioning work is amplified internationally for focus campaigns, and that strategic projects or focus business areas for UK are applied internationally
  • 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
  • Oversee creation and delivery of creative assets as well as content plans for focus campaigns

Marketing & Planning

This role will be required to work strategically within the department, and at times in finer detail on focus artist campaigns, as follows:

  •  Ensure an effective digital strategy is in place for focus campaigns as part of the overall marketing plan
  • Ensure artist campaigns support Sony Music’s overall digital strategy and that of the artist
  • Ensure content is optimised globally in terms of relevance and distribution, in addition to local trends and calendar moments
  • Where relevant, propose original commissions to ensure all key markets are catered for (e.g. Asian DSP/social platforms)
  • Using insight, best practices, content trends and market knowledge, look at ways to drive fan audience growth and ongoing engagement across platforms.  Set KPIs to drive growth and measure progression towards targets
  • 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
  • Run regular ‘Think Tank’ calls with US International & key markets to discuss current issues, developments, best practice etc and bring findings back to the department


  • Use dashboard and analytical tools to monitor artist/track stats to inform campaign strategy and monitor campaign performance
  • Ensure international audience growth across CRM and social platforms
  • Work with the Digital Coordinator to generate post campaign analysis reports for larger digital campaigns, e.g. central digital spends
  • Work with the Head of Analytics to support any central UK initiatives

Digital Education & Best Practice

  • Ensure the International team’s digital knowledge is up to date through regular 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 planning of global campaigns. Particular focus on regular dialogue with Asian and Latin regional counterparts
  • Provide the markets with a Quarterly Digital Email championing the work of the UK Labels/Central Digital teams on UK rep to inform and inspire the market teams
  • Keep abreast of best in breed marketing campaigns from competitors and brands
  • Talent spot the best specialist agencies for campaigns

Paid Media

  • Work with International marketing and markets to optimise paid media campaigns ex-UK, including exploring central Facebook credit usage
  • 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, and work with the Digital Coordinator to implement.
  • Run a post-campaign analysis to be presented back to the department

Profit & budget responsibilities

  • Manage budget requirements for central digital spends & ensure all elements stay in line with approved M&P budget

Person Specifications


  • 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

Personality/Characteristics for the role/team

  • Is engaging
  • 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


  • Has worked within a 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
  • Relevant Degree 

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.

We employ, retain, promote and otherwise treat all employees and job applicants according to their merit, qualifications, competence and talent. We apply this policy without regard to any individual’s sex, race, religion, origin, age, sexual orientation, marital status, medical condition or disability. 

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