CRM Manager

Marketing Services
Position Type
Regular Full-Time


The CRM Manager will spearhead the development of label and artist audiences through owned media by interfacing with labels’ digital marketing teams to plan, create and execute CRM initiatives that build a 360° view of the fan through the capture of demographic, behavioural and transactional data, and which augment and embellish artist and label marketing campaigns to provide the best possible fan experience.

The CRM Manager will use Salesforce Marketing Cloud and associated proprietary and third party tools to acquire, engage with and retain fans across multiple channels and will produce post-campaign analyses for actionable insights and reporting.

The CRM Manager will establish themselves as the point of contact for any CRM queries by forging strong relationships across the labels, wider UK business and with artist management and will collaborate with other CRM team members and stakeholders across the business.

The CRM Manager will need to accurately and efficiently manage a busy workload and draw on CSS, JavaScript, HTML, Salesforce Marketing Cloud and email marketing skills for maximum effectiveness.


  • Strategise, build and manage labels’ and artists’ owned media channels, including fan acquisition, engagement and retention and the execution of multi-channel campaigns.
  • Use Salesforce Marketing Cloud, Salesforce CRM and associated tools to create and continuously enrich a 360° view of the fan through demographic, behavioural and transactional data.
  • Collaborate with CRM team members across the Sony Music UK business, freely impart knowledge and share experience for collective furtherance.
  • Acquire and engage fans through the creation of digital mechanics (competitions, sign up forms, social tools) and set up associated marketing automation workflows to create cross-marketing opportunities and regular plays via streaming partners, all in accordance with Data Protection legislation and UK law.
  • Set KPIs and goals, provide comprehensive campaign reporting and actionable insights.
  • Represent CRM at artist planning and label meetings. Offer sound CRM strategy to ensure CRM is a core strategic component in all digital marketing campaigns.
  • Work with the Director of CRM to establish new sources of fan data and connect them to Salesforce via API.

Person Specifications

  • Minimum 2 years’ CRM experience using Salesforce Marketing Cloud, particularly Email Studio, required.
  • Experience of building complex data segments and delivering digital advertising via Facebook and Google.
  • Knowledgeable in CSS, JavaScript, HTML and email marketing.
  • Experience with third party tools such as Movable Ink, Wyng and The Appreciation Engine preferred
  • Strategic and creative thinker with the ability to drive and manage integrated marketing campaigns to execution independently.
  • Comfortable with using multiple technologies and conceiving complex marketing automation workflows.
  • Knowledge of Data Protection legislation and data management.
  • Solid spelling & grammar skills, a fine attention to detail and happy to ‘push back’ when necessary.
  • Well-versed in digital metrics, analytics (Google Analytics, Microsoft Excel, Einstein Analytics) and campaign tracking.
  • Understanding of consumer behaviour on social channels and maximising organic reach.
  • Natural ability to forge strong relationships across business units and with senior management.
  • Passion for music, strong work ethic and comfortable with a busy and varied workload.


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