Director, Urban Digital Marketing
Employer: Entertainment Industry Employer
Location: New York, NY
Job ID: 61910
Job Description:
Oversee and direct all aspects of day-to-day project management with a strong emphasis on marketing urban repertoire. Responsible for creating and executing top-down, best of breed marketing and promotional plans across all areas of online including portals and distribution partners, artist website, social media, new technology, CRM, SEM/SEO, third party lifestyle, and e-commerce. Responsible for nurturing and leveraging relationships with the artists and their management teams to drive return on investment. Required to set goals and manage campaigns in an effort to optimize reach and revenue. Responsible for managing and interpreting departmental reports and partner data. Must interface directly with the Sony Global Digital Business and Direct To Consumer units to properly exploit and monetize content across key distribution channels. Provide developmental support for all staff.
Responsibilities:
Online Marketing/Project Management
Manage and engage team of project coordinators who execute the following on a daily basis:
- Social media strategy, branding and messaging.
- Develop custom marketing plans for all frontline release campaigns.
- A/V content distribution and promotion.
- Coordinate development and maintenance of artist web channels.
- Conduct daily/weekly dialogue with all major partners, community sites, social networks and agencies to secure campaign visibility.
- Conceptualize and manage delivery of assets for all content driven promotions.
- Direct email/CRM campaigns. Manage messaging and communication to all consumer databases.
- Oversee artist blogs, micro-blogs and mobile to web bases tools/initiatives.
- Manage, analyze and report on performance of online initiatives.
- Direct/manage relations with independent marketing companies.
Budgeting
- Build and manage artist budgets to support online marketing.
E-Commerce
- Work with D2C/CRM team to deliver effective marketing strategies around direct-to-fan product offerings.
- Work with internal departments (creative, sales, marketing and A&R) to optimize value, experience and margin.
- Develop merchandising opportunities.
- Always drive to optimize volume and revenue.
- Drive artist branded CRM strategy across all departments.
- Educate, assess and share knowledge on consumer behavior and trends.
- Build and continually improve best practices.
- Drive to optimize results and revenue.
Web Production
- Direct and approve creative process for all internal and external site builds.
Content Production
- Work with Global Digital Business team and VEVO to leverage ad partners to subsidize content creation.
- Leverage internal resources to drive creative strategy for viral content distribution.
- Collaborate to develop unique, branded content opportunities with both reach and revenue top of mind.
Partner Relations
- Manage larger initiatives coming out of key marketing and distribution partners.
- Engage partners to build custom artist programs.
- Assess new partners and recognize opportunity.
- Build awareness on competitive landscape.
Reporting
- Oversee and evolve departmental reports on a regular basis.
- Actively share and interpret information in formal/meeting settings.
Analytics
- Manage all output from company-wide resources including MediaMetrix, Hitwise, Google Analytics, and SEM.
- Provide proper training for oneself as well as departmental staff to increase knowledge and understanding of performance-based analytics.
- Encourage insight and engage internal/external resources to properly manage expectations.
- Discover emerging technologies in the analytics space to ensure comprehensive understanding of both explicit and implicit data.
Search/Advertising
- Oversee budgeting, creative and messaging for all search engine marketing.
- Liaise with any agency partners to manage expectations and maintain competitive rates.
- Continually research and report on new search advertising models
Business Development
- Act as primary label representative for all day to day business with Sony Music Global Digital Business unit.
- Collaborate with Global Digital Business (and other labels) to review, evaluate and optimize key partnership deals.
- Liaise with strategic marketing to leverage in network, ad-supported content offerings including video premieres, branded video/audio players, and sites.
- Assess and action potential digital marketing, promotional and distribution offerings to come out of executive management.
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