Marketing Manager - Frontline & Artist Development

What you'll do:

ARTIST DEVELOPMENT & BRAND STRATEGY

• Lead the marketing-led development and growth of new, emerging, and established frontline artists.
• Develop clear artist positioning, brand identity, audience strategy, and long-term growth plans in collaboration with A&R and other relevant teams.
• Partner with A&R on sonic positioning and ensure each artist’s music, visual identity, storytelling, and marketing direction are aligned.
• Identify opportunities to strengthen artist relevance, fan engagement, platform growth, and overall market positioning.
• Develop artist development plans that go beyond individual releases, building sustainable audiences and long-term artist careers.
• Use performance data, audience insights, and market trends to identify growth opportunities and recommend strategies for each artist.
• Work closely with Business Development to identify brand partnerships, live opportunities, collaborations, and other commercial opportunities that support artist growth.
• Ensure all release-related assets and marketing materials are complete, compliant, and delivered according to agreed timelines.

FRONTLINE MARKETING STRATEGY & CAMPAIGN EXECUTION

• Lead the end-to-end marketing strategy and execution for assigned SMEP frontline artists and releases.
• Develop integrated marketing plans covering audience development, digital, social media, content, publicity, partnerships, activations, and fan engagement.
• Create campaign strategies, concepts, and content plans informed by data and insights from the Digital and Data teams.
• Build clear campaign objectives, KPIs, timelines, and measurement frameworks for each priority release.
• Monitor campaign performance and adjust strategies based on results, audience response, and market developments.
• Stay current on music, entertainment, digital, social, and cultural trends to identify opportunities for artists and releases.
• Collaborate closely with A&R, Digital, AdProm, Creatives, Business Development, and other teams to ensure aligned and effective campaign execution.

INTERNATIONAL MARKETING & AUDIENCE DEVELOPMENT

• Analyze frontline roster performance to identify artists and releases with potential for regional and international growth.
• Work with Sony Music teams across territories to develop market-specific strategies for priority artists and releases.
• Identify opportunities for international collaborations, promotional activities, content, media, and audience development.
• Coordinate with international Sony Music teams, agencies, partners, and third-party vendors for campaigns and artist promotional visits.
• Track international performance and audience growth to identify markets where further investment or activity may be appropriate.

DIRECT-TO-CONSUMER (D2C), FAN DEVELOPMENT & CRM

• Develop and execute D2C strategies that deepen the relationship between artists and their fans.
• Work with relevant teams on physical products, merchandise, bundles, and other artist-led D2C opportunities.
• Build and grow first-party fan databases within the SMEP ecosystem through CRM initiatives, newsletters, registrations, giveaways, fan activations, and other direct engagement programs.
• Develop fan segmentation and engagement strategies to improve retention, conversion, and long-term fan value.
• Monitor consumer behavior and market trends related to physical music, merchandise, collectibles, and other fan products.
• Use D2C and CRM insights to support broader artist development and marketing strategies.

PROJECT, BUDGET & ADMINISTRATIVE MANAGEMENT

• Manage marketing projects from planning through execution, ensuring timelines, budgets, deliverables, and internal approvals are properly managed.
• Ensure marketing plans, project documentation, budgets, and approval requirements are completed before campaign execution.
• Manage external agencies, production partners, suppliers, and vendors required for marketing campaigns.
• Monitor marketing spend against approved budgets and evaluate campaign effectiveness and cost efficiency.
• Coordinate with Finance and relevant internal teams to ensure timely processing of POs, invoices, vendor payments, and financial liquidation requirements.
• Maintain clear reporting on campaign performance, budgets, key learnings, risks, and issues affecting artists or releases.
• Conduct post-campaign reviews and translate learnings into recommendations for future artist and release strategies.

Who you are:

• A genuine passion for music, particularly local Filipino artists and OPM tracks, with a deep understanding of local Gen Z pop culture.
• Proven experience (2+ years) in marketing, preferably within the digital/streaming/entertainment landscape, with a track record of successfully promoting content.
• Excellent knowledge of social media platforms, content marketing, and digital advertising tools to effectively engage audiences and drive conversions.
• Strong written and verbal communication skills, with the ability to create compelling and concise content tailored to different platforms and target audiences.
• Ability to work independently, take initiative, and manage multiple projects simultaneously, while also collaborating effectively within a team environment.
• Analytical mindset, comfortable with data, utilizing insights to optimize marketing strategies for maximum impact.
• Familiarity with digital platforms, in particular TikTok, Meta, and YouTube, is a plus.
• Bachelor's degree in Marketing, Communications, Business, or a related field is preferred 

What we give you:

• You join a vibrant global community with the opportunity to channel your passion every day
• A modern office environment designed for you, empowering you to bring your best
• 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
• We give you the platform to champion positive change, with the opportunity to contribute to our social impact, diversity, equity and inclusion initiatives