Streaming Marketing Manager

Position Type


Sony CMG is the strategic marketing arm of Sony Music Entertainment UK, responsible for Sony Music catalogue (Legacy), classical (Masterworks, Sony Classical), metal (Music for Nations) and a growing roster of local signings (eg. Ward Thomas).


Reporting to the Head of Digital Marketing, the Streaming Marketing Manager will oversee the streaming marketing strategy for CMG, including catalogue/hybrid playlists marketing (Filtr), artist playlists curation, as well as planning and execution of organic and paid marketing for artists and tracks outside the usual CMG release schedule.


They will put together best in breed and reactive marketing campaigns that achieve agreed streaming objectives, integrating seamlessly with the curation/digital sales team, the wider marketing teams across all labels in the business, and core functions across Sony (Digital creative, insight, CRM, Sync, Filtr).


The Streaming Marketing Manager is also responsible for content strategy and channel management for out of cycle and returning artists, working closely with frontline and catalogue channel managers across the business. They will weave advertising and innovation into all plans, delivering in all these areas with analytical and creative thinking.


  • Develop marketing and communication strategies across all spaces (digital and offline) to drive CMG artists streams and SME’s catalogue streams, driving both paid and organic activity (out of cycle and returning artists, streaming products, live tour opportunities, catalogue or hybrid Filtr playlists)
  • Develop SME’s ‘always on’ strategy by activating listeners against “tentpole events” and other cultural moments in an ongoing basis, integrating with wider artist campaigns


  • Oversee advertising strategic planning and spend with nominated agencies alongside marketing team
  • Collaborate with Digital Sales and streaming partners to put together best in breed campaigns aimed at growing streaming platform audiences and engagement
  • Collaborate with Filtr/Ministry of Sound on asset creation and in client planning, for playlist marketing
  • Work seamlessly with Digital creative and Video team on asset creation for out of cycle/returning artists campaign marketing
  • Set performance targets (engagement, growth, streams)
  • Optimise and report on results (ongoing and post-campaign)
  • Establish and maintain relationships with key partners including frontline labels, artist management and media agencies


  • Draw on insights and performance data to continuously monitor and evaluate effectiveness of those marketing campaigns
  • Make recommendations to the wider label based on insight, using Sony tools (Scuba, Filtr Admin, Gainers report, SAMIS) and platform tools (Vevo looker, Spotify analytics and insight portal)


  • Ensure strategy is integrated with Sony’s global streaming priorities by developing and sharing best practices with other markets via CMG International
  • Ensure catalogue strategy is integrated with Sony’s frontline playlist priorities and global Filtr best practices, where relevant
  • Develop reactive strategy for trending tracks and syncs
  • Develop knowledge of emerging trends in paid for media across the streaming landscape including social and mobile
  • Drive online innovations to position artists, Sony CMG and Sony Music as industry leaders


  • Optimise on-platform artist profiles to showcase their catalogue in the best possible way, including themed artist playlists curation
  • Lead tailored off platform content strategy: create content, maximise existing content and propose original commissions
  • Determine and apply correct voice, content and branding, across artists and label channels and including CRM – working closely with frontline and catalogue channel managers

Person Specifications

  • Experience in digital campaign strategy and planning in the UK music market; ideally within a successful record label or streaming platform
  • Experience with online advertising and media buying (Social Advertising, Spotify advertising, Youtube, AdWords, Display)
  • Experience of Spotify playlist creation and profile management
  • Knowledge of SEO
  • Thorough understanding of streaming analytics
  • Experience with social media / CRM marketing and how they relate to artist marketing
  • Experience with copywriting and content creation for online
  • Knowledge of Photoshop
  • Strong relationship builder, at all levels of the business, with the ability to handle relationships internally with persuasiveness, diplomacy and tact
  • Highly organised – able to prioritise, organise a varied and full workload and work under pressure, operating with a high degree of autonomy yet accountable for objectives
  • Innovative and creative thinking with the ability to share ideas, vision and plans with clarity to digital team and non-digital colleagues
  • Active understanding and knowledge of digital marketing (including advertising, social, mobile, technology, streaming platforms etc)
  • Excellent communication – written and verbal
  • Thorough work ethic with a strong eye for detail
  • Results and revenue driven
  • Music lover, genuine interest in heritage acts, ‘new’ catalogue as well as the streaming market
  • Passion for copywriting
  • Ability to think creatively, with or without artist access
  • Thrives in a changing environment
  • Highly motivated, constantly creative and curious
  • Comfortable, confident and considerate with various stakeholder interaction


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