Director, Digital Media Planning (Advertising Strategy) - AWAL at Sony Music Entertainment | Los Angeles, CA | $100K/yr – $120K/yr

Director, Digital Media Planning (Advertising Strategy) - AWAL

Los Angeles, CA (On-site)

$100K/yr – $120K/yrDirector/Executive5+ years expFull time

Posted 3 months ago

Job Summary

Own the end-to-end digital media plan for artist campaigns, driving revenue and engagement through platform mix, testing, and multi-market optimization.

Own Media Planning: translate marketing objectives into performance-driven strategies across Meta, TikTok, YouTube, Snapchat, and programmatic channels.
Own Campaign Execution & Analytics: launch and optimize assets, monitor performance, and build dashboards to show ROI and full-funnel impact.
Own Insights & ROI: analyze fan journeys from discovery to purchase, identify drop-offs, and refine targeting to lift ROI across markets.

Job Description

Own the end-to-end digital media plan for artist campaigns, driving revenue and engagement through platform mix, testing, and multi-market optimization.

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) to determine cost-effective ways to drive revenue and engagement.
Collaborate with internal and external teams to identify and create campaign assets.
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.
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.

Sony Music Entertainment

3.7 Glassdoor

At Sony Music Entertainment, we fuel the creative journey. We’ve played a pioneering role in music history, from the first-ever music label to the invention of the flat disc record. We’ve nurtured some of music’s most iconic artists and produced some of the most influential recordings of all time. Today, we work in more than 70 countries, supporting a diverse roster of international superstars, developing and independent artists, and visionary creators. From our position at the intersection of music, entertainment, and technology, we bring imagination and expertise to the newest products and platforms, embrace new business models, employ breakthrough tools, and provide powerful insights that help our artists push creative boundaries and reach new audiences. In everything we do, we’re committed to artistic integrity, transparency, and entrepreneurship. Sony Music Entertainment is a member of the Sony family of global companies.

Founded in 1929

New York, New York, USA

9.6K employees (4,588 in marketing)

www.careers.sonymusic.com

65% recommend to a friend

85% CEO approval