Sony Music Entertainment
Senior Manager, Paid Media & Growth Strategy - The Orchard
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Senior Manager, Paid Media & Growth Strategy - The Orchard
Senior Manager, Paid Media & Growth Strategy
The Senior Manager, Paid Media & Growth Strategy will serve as the dedicated strategic lead for the UK market, bridging local marketing priorities with The Orchard’s global Paid Media framework. This role is designed to centralise Paid Media strategy for a high-volume territory, providing consistent campaign ownership while allowing local marketing teams to focus on core marketing responsibilities.
Working closely with UK Marketing, Relationship Management, and the Global Paid Media team, this role will lead strategic planning across campaigns while partnering with centralised Media Buying resources to ensure scalable and operationally efficient execution.
About the Role
The Senior Manager, Paid Media & Growth Strategy (UK) is responsible for driving high-impact, data-led Paid Media strategies for UK labels and artists, ensuring alignment between local digital growth goals, artistic priorities, and The Orchard’s global frameworks.
Key Responsibilities
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Strategy Leadership & Integration
- Lead the development of full-funnel Paid Media strategies across digital and emerging platforms for UK-based clients, ensuring alignment with artist goals and local marketing objectives.
- Act as the primary strategic Paid Media partner for UK Relationship Management and Marketing Strategists, embedding Paid Media insights into campaign planning from the outset.
- Translate marketing objectives into tangible campaign directions for centralised Media Buying teams, ensuring seamless strategic execution.
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Performance Analysis & Reporting
- Analyse campaign and market performance data to:
- Identify trends, benchmarks, and opportunities for optimising Global Paid Media frameworks.
- Measure success against KPIs and proprietary Orchard data.
- Develop client-facing reports, integrating platform metrics and internal insights.
- Continuously refine attribution models, testing frameworks, and audience targeting to improve performance.
- Analyse campaign and market performance data to:
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Collaboration & Process Improvement
- Partner with UK Marketing and Global Paid Media teams to:
- Align on campaign strategies, creative testins, and best practice sharing.
- Pilot new advertising products, betas, and emerging platforms, feeding local insights into broader strategy.
- Work with operational teams to:
- Streamline workflow efficiency and process compliance.
- Transition lower-performing campaigns into Lite services where feasible.
- Optimise UK-wide budget allocation, reconciliations, and monthly accounting processes.
- Partner with UK Marketing and Global Paid Media teams to:
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Scalability & Legal Market Support
- Provide strategic guidance on additional territories (e.g., Africa and Southeast Asia/Southeast Asia) under the UK structure, with an eye on scaling regional capabilities.
- Evaluate future support needs and recommend growth opportunities for weaker markets.
Requirements
- Experience & Expertise
- 4–5 years of paid media, digital advertising, or growth marketing experience (preferably in music or entertainment).
- Deep understanding of digital advertising platforms, including:
- Meta, TikTok, Google Ads, YouTube, Spotify, Amazon, and emerging/smaller channels.
- Proven track record of developing and executing full-funnel Paid Media strategies that drive:
- Audience growth.
- Clear commercial outcomes (KPIs, ROI, brand engagement).
- Expertise in paid advertising best practices, including:
- Audience segmentation/retargeting, measurement, testing (A/B, multi-variant), attribution, and ROI optimisation.
- Skilled in leveraging internal and external data sources (e.g., Chartmetric, Spotify for Artists, wave3) to:
- Identify market trends, growth opportunities, and optimisation insights.
- Experience presenting data-driven findings to stakeholders and clients.
- Strong stakeholder management in a fast-paced, cross-functional environment, with experience in:
- Music marketing, artist relations, and media partnerships.
- Collaborating globally (collaboration with UK-based teams as well as global counterparts).
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- Soft Skills & Mindset
- Passion for music and artist development, with a focus on audience growth strategies.
- Exceptional communication—written (e.g., reports/briefs) and verbal (e.g., stakeholder meetings).
- Process-driven with an ability to:
- Identify inefficiencies in Paid Media workflows.
- Scale best practices across teams.
- Innovation mindset—proactive about adapting to new tools-platforms, data, and media trends.
Benefits
At Sony Music, you’ll thrive in a global, music-driven culture with career growth opportunities, a supportive environment, and industry-leading benefits:
- Empowering Workplace
- Modern, inspiring office spaces designed for collaboration and creativity.
- Flexible work models with the freedom to focus on high-impact deliverables.
- Personal & Professional Development
- Investment in your growth, with access to:
- Training programs.
- Mentorship opportunities.
- Investment in your growth, with access to:
- Community & Impact
- A chance to drive disruption and shape the future of marketing.
- Champion diversity, equity, and inclusion (DEI), and contribute to social impact initiatives.
- Music Industry Perks
- Intellectual engagement through access to artist data and trends.
- Lifetime reward schemes that include perks like:
- Focused holiday periods (winter breaks).
- Enhanced working conditions (private medical, pension contributions, life/health insurance).
- Equality & Belonging
- Equal opportunities for all, irrespective of sex, race, religion, sexual orientation, or age/ability status.
Note
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