Role: Head of Audience
Location: Kennington, London
Hours: Mon–Fri, 10 am–6 pm (with a minimum of two days based in our office in Kennington)
Start date: September/October 2025
Closing date: 12th August 2025
About the Role
You’ll spearhead the label’s digital marketing strategy across social, CRM, first-party data, paid, D2F and D2C channels to grow audiences and deepen fan relationships and ultimately achieve the core goal of driving consumption and sales. Working cross-functionally with marketing, digital, commercial, and artist teams, you’ll maximise reach, engagement, and audience value across new and catalogue releases. You will be based in our London office and will be responsible for managing a small digital marketing team based in London and New York, as well as holding relationships with Tik Tok, and Meta.
Key Responsibilities
Strategy & Leadership
- Report directly to senior leadership, contributing to overall marketing direction and digital strategy.
- Develop and lead digital marketing and audience growth strategies across social media, streaming, and CRM platforms for both Artist and Label brands, ensuring all global frontline and catalogue campaigns are optimised to hit key digital targets.
- Define and communicate digital priorities and success metrics aligned with Label goals, using data insights to guide strategy, optimise performance, and inform future planning.
- Identify and integrate new and emerging digital marketing opportunities, with a strong focus on Streaming and E-Commerce.
- Anticipate shifts in platform behaviours and audience trends, advising internal teams and external partners on innovation and best practices.
- Oversee the Label’s paid media strategy, including digital advertising and creator/influencer partnerships.
- Lead the Label’s social platform pitching strategy and maintain strong relationships with key partners.
- Contribute to the Label’s broader audience growth approach, including social storytelling, brand voice, D2C, CRM, and platform relationships.
Team Management
- Supervise the Social Media team across day-to-day tasks and campaign support.
- Manage resources and priorities, distribute workload, and maintain team systems.
- Oversee performance and development of team members.
- Design and implement processes to improve workflow and team autonomy.
- Lead regular cross-department updates to align on campaign goals and developments.
- Ensure all new tools, techniques, and platform developments are effectively communicated and implemented across Artist and Label channels.
Campaign Management
- Provide strategic input on release campaigns, including digital rollout, online content, platform strategy, and target audience, using analytics to optimise strategy throughout the campaign lifecycle.
- Plan, execute and report on digital campaigns (owned and paid media) for frontline global releases and trending catalogue, with a focus on audience growth, streaming and sales.
- Oversee the strategy and execution of smaller-scale digital campaigns across the release schedule.
- Oversee Label and Artist channel audits and continuously review their online presences to identify opportunities for improvement.
- Ensure all Streaming and Social Best Practices are clearly communicated and implemented to support campaign objectives.
- Oversee delivery of detailed digital rollouts and content plans in collaboration with internal teams and external partners.
- Build trust-based relationships with artists/managers/agencies, understanding artist voice and creative vision, agreeing strategy and ensuring positive collaboration on campaigns.
- Collaborate with Product Managers and the Digital Creative team to deliver high-quality digital assets for a range of campaign and brand needs.
- Oversee digital advertising budgets and set up campaigns across platforms such as Meta, TikTok, YouTube, and Google Ads.
- Advise on social media calendars, newsletters, and copywriting for both Artist and Label channels.
- Develop and guide creator campaign strategies that align with artist identity, audience targets, and platform trends.
- Advise on community-building strategies including D2F fan engagement initiatives and UGC campaigns.
- Monitor performance using tools like Chartmetric, Co:Brand, YouTube Studio, Meta Business Suite, and TikTok For Artists.
- Compile reports with actionable insights and recommendations for future releases.
Partnership & Platform Relations
- Maintain strong relationships with platform reps at key Social Media and Hybrid platforms to secure feature placements and beta opportunities.
- Liaise directly with Meta, TikTok and YouTube partners on artist rollouts and organic activity, pitching for editorial opportunities.
- Work closely with external digital marketing agencies and partners to scale up campaign efforts when needed.
What We’re Looking For
- Experience: Substantial and proven experience in digital marketing/CRM/paid media, ideally within music, entertainment, or D2C-focused roles
- Leadership & Collaboration: Proven experience managing a team and working with multiple stakeholders to deliver campaigns on-brand and on-time
- Analytical & Strategic Mindset: Proactively question why/how actions drive results; always define objectives and measure outcomes
- Creative + Flexible: Blend structured analysis with creative instincts; gauge what feels authentic (e.g., creative assets, campaign timing)
- Communication Skills: Excellent at presenting strategic insights, writing copy, and pitching internally and externally
- Audience-Centric Judgement: Understand consumer behaviour; challenge defaults (e.g., generic artwork or aged branding) to ensure genuine connection. Deep understanding of Gen-Z + Gen A)
- Tech & Tools Proficiency:
- Social, Digital & CRM: HeyOrca, Mailchimp, Laylo, Openstage, ToneDen, Linkfire (or similar)
- Streaming CMS: Spotify for Artists, Apple Music for Artists, Amazon Music for Artists, YouTube CMS, Deezer Backstage
- Ads & Analytics: Meta Business Suite, Google Ads, TikTok Business Center, Spotify Ad Studio
- Project Management: Google Suite, Asana
How to Apply
In your own words and in your own style please could you let us know:
- What would your approach be to foster and amplify a viral moment
- Are there any digital spaces that the music industry currently underestimates for discovery, community or monetisation
Application tips:
Please answer these questions in either a video, audio or PowerPoint – whatever works for you.
- Please keep any audio or video content to a maximum of 3 minutes long.
- Please keep any PowerPoint slides to one or two slides only.
- You can upload any media on an online cloud space that suits you and you can share the link with us directly so only we can access.
Please send documents or links to your media content along with your CV and salary expectations to [email protected] with Head of Audience + your name as the subject line of your email.
