Marketing Manager - Frontline & Artist Development

Sony Music Entertainment is one of the leading record labels in the world and Philippines, dedicated to promoting and supporting both international and local artists and music. In this rapidly evolving streaming era, we are actively seeking a talented Marketing Pop Hub. Manager to drive our extensive, hit-laden local catalogue's success in the digital landscape.

As a Marketing Manager - Frontline & Artist Development, you will play a pivotal role in expanding our reach, connecting with our target audience, and maximizing the visibility of our local music catalogue. We are looking for someone who is not only clued in to the latest trends in local Gen Z pop culture but also appreciates the rich heritage of older OPM tracks. You will be responsible for developing and executing innovative marketing strategies that resonate with our target audience and drive engagement

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

Equal Opportunities

As an active part of a culturally and socially diverse society, Sony Music’s aim is that our workforce is diverse and inclusive. Sony Music is an equal opportunity employer and supports workforce diversity.

We employ, retain, promote and otherwise treat all employees and job applicants according to their merit, qualifications, competence and talent. We apply this policy without regard to any individual’s sex, race, religion, origin, age, sexual orientation, marital status, medical condition or disability.

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