Digital Platforms & Audience Development, Senior Manager

Sonymusicentertainment; Hinoba-an; On-site; PHP 900,000 - 1,800,000; Full time

Job summary

Sony Music Malaysia seeks a seasoned digital marketing professional to drive audience growth, fan engagement, and revenue across key platforms for its artists and catalogue.

You will blend marketing, platform optimization, and content strategy, with a focus on YouTube, social media, and streaming services, collaborating across teams to maximize impact.

Qualifications

• Bachelor's degree or equivalent in marketing, media, or related field.
• 4+ years in digital marketing, platform marketing, or social media strategy.
• Experience in music, media, or digital content is preferred.

Responsibilities

• Develop and execute digital marketing strategies for music releases on digital platforms.
• Manage and optimize artist/label YouTube channels for views and revenue.
• Drive audience growth and fan engagement on TikTok, Instagram, YouTube Shorts, and more.
• Create digital content strategies including short-form video and storytelling.
• Collaborate with A&R, marketing, and artists to align platform strategies with campaigns.
• Identify opportunities to monetize catalogue through digital campaigns and content repurposing.
• Lead initiatives to convert listeners into loyal fans via online communities and CRM.
• Partner with platforms like YouTube, TikTok, Spotify, Apple Music, and Meta for editorial support.
• Analyze analytics to improve growth, engagement, and digital revenue.
• Coordinate with creatives and partners on digital assets and marketing materials.
• Monitor trends and cultural moments to boost visibility.

Skills

Digital marketing

Platform marketing

Audience development

Social media strategy

Education

Bachelor's degree in Marketing, Communications, or related field

Tools

YouTube

TikTok

Instagram

Spotify

Job description

In this newly created role, you will be responsible for developing and executing digital marketing strategies that grow audiences, increase fan engagement, and maximize digital consumption and revenue for Sony Music Malaysia’s artists and catalogue across key digital platforms.

This role sits at the intersection of digital marketing, platform optimization, audience growth, and content strategy.

While marketing remains the core function, you will also focus on maximizing the performance of artist and catalogue assets across platforms such as YouTube, social media, and streaming ecosystems.

You will support both frontline releases and catalogue marketing initiatives by leveraging platform insights, fan engagement strategies, and data-driven audience development.

What you’ll do:

• Develop and execute digital marketing strategies to support music releases across digital platforms.
• Manage and optimize artist and label YouTube channels to maximize views, engagement, and revenue through best practices in metadata, thumbnails, playlists, and publishing strategies.
• Drive digital audience growth and fan engagement across social media platforms including TikTok, Instagram, YouTube Shorts, and emerging platforms.
• Develop digital content strategies including short-form video, artist storytelling, behind-the-scenes content, catalogue rediscovery content, and fan engagement assets.
• Work closely with A&R, marketing teams, and artists to align platform strategies with artist development and release campaigns.
• Identify opportunities to activate and monetize catalogue repertoire through digital campaigns, platform programming, and content repurposing.
• Lead initiatives that convert listeners into long-term fans by building online communities and driving meaningful fan engagement.
• Support the development of first-party fan data capabilities including fan sign-ups, CRM initiatives, newsletters, and other direct-to-fan engagement tools.
• Collaborate with digital platforms such as YouTube, TikTok, Spotify, Apple Music, and Meta to maximize marketing opportunities and editorial or promotional support.
• Analyze platform analytics and campaign performance to generate insights that improve audience growth, engagement, and digital revenue.
• Coordinate with creative teams and external partners on the development of digital assets, video content, and marketing materials.
• Monitor digital trends, fan behavior, and cultural moments that can be leveraged to amplify artist and catalogue visibility.

Who you are:

• Bachelor's degree in Marketing, Business, Communications, Media, or a related field.
• Minimum 4-6 years of experience in digital marketing, platform marketing, audience development, or social media strategy.
• Experience in the music, media, entertainment, or digital content industry is preferred.
• Strong understanding of major digital platforms including YouTube, TikTok, Instagram, and music streaming services.
• Experience interpreting digital analytics and translating data into actionable marketing insights.
• Strong project management, communication, and stakeholder management skills.
• Ability to work in a fast-paced environment and collaborate across multiple teams.

Preferred Skills

• Experience managing YouTube channels and optimizing video performance and monetization.
• Understanding of catalogue marketing strategies within the music industry.
• Familiarity with fan engagement strategies and first-party data or CRM initiatives.
• Experience working with digital creators, influencers, or social media campaigns.
• Strong interest in music, fan culture, and emerging digital marketing trends.

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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