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VP, Viral Marketing

New York, NY

About Sony Music Entertainment

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.

 

The Vice President, Viral Marketing at Columbia Records will play a crucial role in strategizing and implementing artist-specific digital marketing campaigns. This position leads a team dedicated to building relationships with influencers and executing digital marketing strategies that resonate with music-loving audiences and drive consumption. This role requires the ability to recognize and understand signals and trends surrounding short form vitality and the conversion to audio/video streaming. The role requires strong leadership and project management skills plus the ability to communicate effectively with various stakeholders internally & externally. The Viral Marketing team sits within Digital Marketing at Columbia Records.

What you'll do:

  • Discover, build, and maintain relationships with influencers, agencies, and management companies at scale.
  • Support Artist Marketing and Digital Marketing departments on their campaigns regarding established artists & prioritized singles.
  • Develop influencer campaigns for Columbia Records artists from inception through post-launch. Continue to sustain campaign through single/album lifecycle.
  • Manager global campaign budgets and build competitive relationships with external parties to help support active internal priority releases.
  • Work closely with artist managers and internal departments to champion content-first ideas and execute integrated global activations.
  • Oversee creative ideation and development for innovative influencer campaigns.
  • Execute campaigns at scale with multiple creator and content accounts posting simultaneously.
  • Monitor campaigns regularly to understand efficiency of strategy and make recommendations for improvement, with specific correlation to streaming consumption. Continuously ideate and innovate within the influencer space.
  • Support all aspects of influencer programs that identify, recruit, and cultivate relationships with influencers and content creators.
  • Report daily to Chairman & CEO, President, and EVP/GM of label on live time insights surrounding campaigns and ensure consistent communication to priority artist camps.

Who you are:

  • 7+ years professional experience in influencer/social media/digital marketing, preferably with a creative agency, influencer agency, or entertainment company.
  • Prior experience working across social channels, with an emphasis on TikTok, Instagram, Snapchat, and YouTube Shorts.
  • Existing relationships in the influencer and creator space.
  • Proven track record to build, execute, and scale influencer campaigns that impact music-loving audiences.
  • Strategic understanding of the value in paid and unpaid content collaborations.
  • In-depth knowledge of music culture, trends, and creator communities.
  • Familiarity with common trends across multiple genres including Pop, Hip-Hop, R&B, Dance, Country and Alt Rock.
  • Strong understanding of global streaming ecosystem, consumptions patterns, and 3rd party platforms like Spotify & Apple Music.
  • A balance between creative and strategic thinking, able to develop and implement ideas on a small and large scale.
  • Strong interpersonal skills and ability to work in a fast-paced environment with creative and business-oriented colleagues.
  • Ability to lead and manage direct reports within specific team.  Prior people management experience required.
  • You have exceptional leadership, communication, and interpersonal skills, with the ability to influence and collaborate effectively across all levels of the organization.
  • Acute attention to detail paired with strong organizational, project management, and communication skills.
  • Advanced knowledge with AI tools to help streaming workflow where appropriate.

What we give you:

  • You join an inclusive, collaborative and global community where you have the opportunity to channel your passion every day  
  • A modern office environment designed to foster productivity, creativity, and teamwork empowering you to bring your best 
  • An attractive and comprehensive benefits package including medical, dental, vision, life & disability coverage, and 401K + employer matching 
  • Voluntary benefits like company-paid identity theft protection and resources for pets, mental health and meditation resources, industry-leading fertility coverage, fully paid leave for childbirth or bonding, fully paid leave for caregivers, programs for loved ones with developmental disabilities and neurodiversity, subsidized back-up child and elder care, and reimbursement for adoption, surrogacy, tuition, and student loans 
  • Investment in your professional growth and development enabling you to thrive in our vibrant community.  
  • The space to accelerate progress, positively disrupt, and create what happens next  
  • Time off for a winter recess

Sony Music is committed to providing equal employment opportunity for all persons regardless of age, disability, national origin, race, color, religion, sex, sexual orientation, gender, gender identity or expression, pregnancy, veteran or military status, marital and civil partnership/union status, alienage or citizenship status, creed, genetic information or any other status protected by applicable federal, state, or local law.

The anticipated annual base salary does not include any other compensation components or other benefits that an individual may be eligible for.  The actual base salary offered depends on a variety of factors, which may include as applicable, the qualifications of the individual applicant for the position, years of relevant experience, specific and unique skills, level of education attained, certifications or other professional licenses held, and the location in which the applicant lives and/or from which they will be performing the job.

New York Pay Range

$175,000 - $225,000 USD

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