Senior Manager, Audience Intelligence

Sony Music Entertainment Canada; Toronto; On-site; CAD 80,000 - 100,000; Full time

Benefits offered by this job

Health and dental insurance

RRSP pension plan

Tuition reimbursement

Winter break time off

Job summary

Sony Music Entertainment Canada is seeking a Senior Manager, Audience Intelligence to lead audience insights across streaming, CRM, and D2C channels.

You will synthesize data from music platforms, social, and commerce to inform artist growth and campaign strategies.

Qualifications

• 5+ years of experience in analytics, digital marketing, audience insights, or performance reporting.
• Proficiency in SQL and/or Python is a strong asset.
• Experience with analytics and BI tools including Alteryx, Tableau, Power BI and Shopify analytics.
• Experience with music and audience platforms including Luminate, Spotify for Artists, Apple Music For Artists, Amazon Music For Artists, YouTube Analytics and Chartmetric.
• Strong analytical and quantitative skills with cross-dataset experience.
• Strong communication skills to translate data into actionable insights.

Responsibilities

• Collaborate with Commercial Partnerships, Marketing, A&R, executive team and Audience Intelligence to provide real-time insights for artist signings, campaigns, optimization and post-campaign analysis.
• Analyze audience data across streaming, physical sales, social, paid media, CRM, and D2C channels.
• Perform deep-dive analyses on audience behavior, demographics, psychographics and engagement trends to inform targeting.
• Identify emerging audience opportunities and high-value fan segments for growth strategies.
• Lead release forecasting and audience trend analysis for domestic and international priorities.
• Deliver ad-hoc analyses to support business needs and process improvements.

Skills

SQL

Python

Audience insights

Analytics

Communication

Collaboration

Tools

Alteryx

Tableau

Power BI

Shopify

Job description

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 Senior Manager, Audience Intelligence leads Sony Music Canada’s audience insights function, delivering data-driven intelligence that informs campaign planning, audience growth, fan engagement, and direct-to-consumer strategy across the organization. The position currently manages 1 direct report and reports into a broader regional team spanning the U.S, Canada, Australia, and New Zealand.

This role focuses on transforming audience, streaming, social, and commerce data into actionable insights that support artist development, release strategy, CRM initiatives, and fan monetization opportunities.

The Senior Manager plays a critical role in measuring release and campaign performance, uncovering audience trends, to build a more unified view of the fan journey from streaming discovery and social engagement through to owned-channel interaction and commerce conversion.

This is a highly collaborative role for an analytically driven individual who is passionate about music, fan behaviour, and the evolving music data and distribution ecosystem.

What you'll do:

Analytics & Audience Insight Development

• Collaborate with Commercial Partnerships, Marketing, A&R, the Executive team and Audience Intelligence teams with real-time insights to inform artist signings, campaign planning, optimization, and post-campaign analysis.
• Collect, analyze, and interpret audience data across streaming platforms, physical sales, social media, paid media, CRM, and D2C commerce channels.
• Conduct deep-dive analyses into audience behavior, fan demographics, psychographics, and engagement trends to support targeting and segmentation strategies.
• Identify emerging audience opportunities, cultural trends, and high value fan segments that can inform artist marketing and growth strategies.
• Manage product release forecasting and audience trend analysis for domestic and international frontline and catalogue priorities.
• Deliver ad-hoc analysis to support the needs of the business, assist with other projects and process improvement initiatives as required.

D2C, CRM & Fan Lifecycle Intelligence

• Lead audience measurement and performance reporting across Sony Music Canada’s direct-to-consumer ecosystem, CRM programs, and owned fan acquisition initiatives.
• Analyze customer behavior, conversion trends, retention, and purchase activity to inform D2C strategy and optimization.
• Develop frameworks that map audience pathways between streaming engagement, social interaction, CRM acquisition, and commerce conversion.
• Partner with digital and marketing teams, and D2C stakeholders to identify opportunities for fan acquisition, audience re-engagement, lifecycle marketing, and conversion growth.

Reporting, Visualization & Operational Excellence

• Build and evolve scalable dashboards, KPI scorecards, and reporting frameworks tracking campaign performance, audience growth, streaming trends, CRM engagement, and D2C performance.
• Translate complex datasets into clear, actionable business intelligence for both technical and non-technical stakeholders.
• Assist with funding requests (e.g., Ontario Music Investment Fund), support new business development, and handle ad hoc data or reporting requests from key departments.

Who you are:

• 5+ years of experience in analytics, digital marketing, audience insights, or performance reporting (music, entertainment, media, or e-commerce preferred).
• Proficiency in analytical languages such as SQL and/or Python is considered a strong asset.
• Experience with analytics and BI tools including Alteryx, Tableau, Power BI and Shopify analytics.
• Experience with music and audience platforms including Luminate, Spotify for Artists, Apple Music For Artists, Amazon Music For Artists, YouTube Analytics and Chartmetric.
• Strong analytical and quantitative skills with experience working across multiple datasets.
• Strong communication skills to build trusted relationships and translate data into actionable business insights.
• Highly organized, detail-oriented, and collaborative with strong follow through.
• Creates an environment where direct reports can perform, grow, and contribute at their highest level
• Navigates a fast-changing industry while helping their team to adapt.
• Fosters a culture where diverse perspectives are valued and everyone can contribute
• Understands how decisions impact artists, audiences, and business performance
• Passion for music, fan culture, digital platforms, and audience behavior.

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
• We provide an excellent range of benefits like health and dental group insurance, life insurance, short and long-term disability plans, group RRSP pension program, tuition reimbursement, health and lifestyle benefit plan and an EAP program. There’s also time off over winter break

Please click here to read our Privacy Policy and here to read our Terms & Conditions.

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

$80,000 — $100,000 CAD