Senior Manager, Direct-to-Fan, APAC

Warner Music Group; Hong Kong; On-site; HKD 900,000 - 1,300,000; Full time

Job summary

Warner Music Group in APAC seeks a Senior Manager, Direct-to-Fan to drive fan engagement strategies across the region, partnering with frontline labels and Global Marketing to deliver data-driven campaigns that connect artists with fans.

The role requires strong collaboration, 5+ years in direct-to-fan or digital marketing, fluency in English (Mandarin/Japanese a plus), and comfort working across APAC markets; four days in-office in Hong Kong.

Qualifications

• 5+ years in direct-to-fan or digital marketing roles with regional scope.
• Track record adopting new platforms and practices across teams.
• Strong understanding of fan behavior, community building and data-driven marketing.
• Collaborative, able to support senior stakeholders and cross-functional partners.
• Familiar with CRM, e-commerce and community platforms.
• Excellent communication; translate global strategy into local execution.
• Fluency in English; Mandarin or Japanese a plus.
• Experience in APAC markets outside of Hong Kong a plus.

Responsibilities

• Shape and execute the global D2F strategy in APAC.
• Lead D2F regionally, align priorities with local execution.
• Embed fan-first approach into campaigns.
• Pilot new platforms, tools and community models.
• Define KPIs for fan growth and engagement.
• Collaborate with global D2F leads.

Skills

Direct-to-Fan

Regional scope

Data-driven marketing

CRM familiarity

English fluency

Cross-cultural collab

APAC markets exp

Tools

CRM platforms

E-commerce platforms

Community platforms

Job description

At Warner Music Group, we’re a global collective of music makers and music lovers, tech innovators and inspired entrepreneurs, game-changing creatives and passionate team members. Here, we turn dreams into stardom and audiences into fans. We are guided by three core values that underpin everything we do across all our diverse businesses:

• Curiosity: We do our best work when we’re immersing ourselves in culture and breaking through barriers. Curiosity is the driving force behind creativity and ingenuity. It fuels innovation, and innovation is the key to our future.
• Collaboration: Making music and bringing it to the world is all about the power of originality amplified by teamwork. A great idea, like a great song, travels globally. We ignite passions and build connections across our diverse community of artists, songwriters, partners, and fans.
• Commitment: We pursue excellence for our team and our talent. Everything in music starts with a leap into the unknown, and we’re committed to keeping the faith, acting with integrity, and delivering on our promises.

WMG is home to a wide range of artists, musicians, and songwriters that fuel our success. That is why we are committed to creating a work environment that actively values, appreciates, and respects everyone. We encourage applications from people with a wide variety of backgrounds and experiences.

Consider a career at WMG and get the best of both worlds – an innovative global music company that retains the creative spirit of a nimble independent.

Job Title: Senior Manager, Direct-to-Fan, APAC

Overview

The Senior Manager, Direct-To-Fan (APAC) will support Warner Music Group’s strategy for connecting artists and fans across the region, embedding modern fan engagement into campaigns and artist development. Working closely with frontline labels, Global Marketing’s Audience and Fan Engagement teams, the role helps deliver innovative, data-driven initiatives that strengthen artist-fan relationships and build lasting value.

Reporting to the SVP, Global Direct-To-Fan Services, this role is designed for a forward-thinking marketer who understands fandom as both culture and commerce. The Senior Manager will champion new platforms, technologies and community-first models that give fans real value, ensuring Warner artists across APAC remain at the forefront of how music and fandom evolve.

What you'll do:

• Partner with the SVP, Global Direct-To-Fan Services to shape and execute the global D2F strategy in APAC.
• Act as the regional lead for D2F, building trusted relationships with label marketing leaders and aligning global priorities with local execution.
• Embed a fan-first approach into campaign planning and artist narratives across APAC.
• Champion innovation by piloting new platforms, tools and community models across the region.

Fan Acquisition & Engagement

• Shape how fans discover, sign up and stay engaged, making sure fans have compelling reasons to join and keep coming back.
• Partner with Audience and Fan Engagement teams to move casual listeners into active superfans using first-party data, direct comms and community building.
• Define and share best practices on how labels can cultivate fandom beyond social algorithms, including direct communication channels and fan monetization.
• Build strong partnerships with APAC label teams, ensuring D2F insights and practices are embedded into campaigns.
• Partner with D2F leads globally to embed fandom at the heart of regional marketing campaigns.
• Serve as a strategic advisor to label marketers, enabling them to leverage D2F platforms and data effectively.

Measurement & Insights

• Define KPIs and success metrics for D2F adoption in APAC, focusing on fan growth, engagement and lifetime value.
• Leverage analytics to evaluate campaign performance, providing insights to optimize strategies and demonstrate impact.
• Track emerging trends in fandom, consumer behavior and digital culture, ensuring Warner artists across APAC stay ahead of the curve.

Experience Level:

• 5+ years’ experience in direct-to-fan or digital marketing roles with regional or multi-market scope in the music or entertainment industry
• Track record of adopting new platforms and practices across teams or markets.
• Strong understanding of fan behavior, community building and data-driven marketing.
• Skilled collaborator with experience supporting senior stakeholders and cross-functional partners.
• Familiarity with CRM, e-commerce and community platforms within music or creative industries.
• Excellent communication and collaboration skills; ability to translate global strategy into local execution.
• Fluency in English required; Mandarin or Japanese is a plus.
• Experience working across APAC markets outside of Hong Kong is also a plus.

About You:

• A modern D2F strategist who thrives at the intersection of culture, technology and fandom.
• Curious and forward-thinking, always exploring new ways to connect artists and fans.
• Data-informed but fan-first and able to balance insight with creativity, innovation and community building.
• Collaborative and influential, with the ability to embed new practices across diverse teams.
• Passionate about music and fan engagement, with a strong belief in the power of fandom to build long-term artist careers.

This position requires a minimum of four days per week in the office. We value in-office collaboration and believe it’s essential for talent development and fostering strong working relationships

About Us

As the home to Asylum, Atlantic, East West, Elektra, FFRR, Fueled by Ramen, Nonesuch, Parlophone, Rhino, Roadrunner, Sire, Warner Records, Warner Classics, and several other of the world’s premier recording labels, Warner Music Group champions emerging artists and global superstars alike. And our renowned publishing company, Warner Chappell Music, represents genre-spanning songwriters and producers through a catalogue of more than one million copyrights worldwide. Warner Music Group is also home to ADA, which supports the independent community, as well as artist services division WMX. In addition, WMG counts film and television storytelling powerhouse Warner Music Entertainment among its many brands.

Together, we are Warner Music Group: Music With Vision & Voice.

WMG is committed to inclusion and diversity in all aspects of our business. We are proud to be an equal opportunity workplace and will evaluate qualified applicants without regard to race, religion or belief, age, sex, sexual orientation, gender, gender identity or gender reassignment, marital or civil partnership status, disability, pregnancy, childbirth or any other characteristic protected by law.