Associate Director, Audience Development - The Orchard

Sony Music Entertainment; New York (NY); On-site; USD 85,000 - 100,000; Full time

Benefits offered by this job

Medical insurance

Dental insurance

Vision insurance

Life & disability coverage

401K with employer matching

Paid parental leave

Hybrid work

Job summary

The Orchard is seeking a results-driven audience development leader in New York to build and scale first-party fan data across email and SMS. You will own day-to-day acquisition strategies, pairing data-driven insights with cross-functional collaboration to drive engagement and revenue growth.

You will work closely with Marketing Strategy, CRM and Global Paid Media teams to optimize paid lead-generation campaigns across Meta, TikTok and other channels, while ensuring compliance with privacy and

Qualifications

• 5+ years of audience development, digital marketing, fan acquisition or related experience in music, entertainment or consumer-focused industries.
• Proven track record growing first-party email and SMS audiences and linking growth to measurable outcomes.
• Hands-on experience in lead-generation campaigns across paid, organic, artist-owned and partner channels.
• Experience with Klaviyo, Laylo, Salesforce, Braze or similar tools and e-commerce platforms like Shopify.
• Understanding of conversion funnels, landing-page optimization, audience targeting and CAC economics.
• Strong analytical skills with dashboards and KPI reporting.

Responsibilities

• Own day-to-day development and execution of strategies to grow artists' first-party fan audiences via email & SMS.
• Develop scalable acquisition frameworks and benchmarks across artists, genres and campaign types.
• Lead end-to-end fan acquisition campaigns, including planning, setup, testing, launch and reporting.
• Collaborate with CRM, marketing strategy, and global paid media to optimize paid lead-gen campaigns on Meta, TikTok and other platforms.
• Connect acquisition campaigns to downstream product discovery, sales conversion and repeat-purchase opportunities.
• Build clear handoff journeys from sign-up to welcome, nurture and conversion, with privacy and data-enrichment in mind.
• Define KPIs, analyze fan behavior, and translate data into actionable recommendations for internal teams and partners.

Skills

Audience development

Digital marketing

Fan acquisition

Growth marketing

Conversion funnels

A/B testing

Data analytics

Communication

Tools

Klaviyo

Laylo

Salesforce

Braze

Shopify

Job description

About The Orchard:

The Orchard is a leading global music distributor and Artist & Label services company operating in 50+ markets worldwide. The Orchard empowers creators and businesses to grow and adapt in the dynamic global music industry. We specialize in being artist focused, blending industry expertise and technology, leveraging data to drive success, and providing streamlined digital and physical distribution solutions. The Orchard's comprehensive artist & label services offerings include marketing, sync licensing, premium video services, transparent data analysis, advertising, rights management, radio promotion, D2C, and more.

The Orchard focuses on providing a comfortable, social, and engaging environment to encourage productivity and creativity.

What you’ll do:

• Office- first role, in office 4 days a week.

First-Party Data Acquisition Strategy

• Partnering closely with our Marketing Strategists, you'll lead the day-to-day development and execution of strategies that grow artists' first-party fan audiences across email & SMS.
• Use data to identify the right value exchange for each audience, including exclusive content, early merchandise access, contests, ticket presales, live-event activations and other fan experiences.
• Develop scalable acquisition frameworks & benchmarks that can be adapted across artists, genres, & campaign types.
• Partner closely with the Associate Director, Fan Engagement & CRM to ensure newly acquired fans enter CRM lifecycle journeys and receive a cohesive experience from initial sign-up through conversion and retention.

Campaign Execution & Optimization

• Support our Marketing Strategists by owning the end-to-end execution of fan acquisition campaigns, including campaign planning, audience strategy, platform setup, landing pages, sign-up flows, testing, launch and performance reporting.
• Collaborate with Marketing Strategy & Global Paid Media teams to develop and optimize impactful paid lead-generation campaigns across Meta, TikTok and other relevant platforms.
• Establish testing frameworks and best practices across landing pages, forms, incentives, messaging and acquisition channels to improve both the volume and quality of acquired fans.

E-Commerce & Revenue Growth

• Partner with D2C, CRM and Marketing Strategy teams to connect your acquisition campaigns to downstream product discovery, sales conversion and repeat-purchase opportunities.
• Use transactional and behavioral data to identify the channels, campaigns and fan segments most likely to generate merchandise revenue.
• Collaborate with the Associate Director, Fan Engagement & CRM to build clear handoff strategies that move newly acquired fans into personalized welcome, nurture and conversion journeys.
• Collaborate with the Associate Director, Fan Engagement & CRM and Global Paid Media to evaluate acquisition performance beyond initial sign-up volume, using metrics such as cost per acquired fan, subscriber quality, engagement, first-purchase conversion, revenue per acquired fan and return on investment.

Audience Insights, Measurement & Reporting

• Develop reporting frameworks that connect fan acquisition activity to downstream engagement, streaming, ticketing and e-commerce outcomes.
• Define campaign KPIs and benchmarks across acquisition channels, markets, artists and campaign types.
• Analyze fan behavior to identify high-value audience segments, acquisition sources and conversion patterns.
• Translate performance data into clear, actionable recommendations for internal teams, artists and label partners.
• Build case studies and best-practice guidance that can help scale successful acquisition strategies across the organization.

Tools, Technology & Innovation

• Oversee the strategic use of proprietary and third-party audience acquisition tools, landing-page platforms and CRM integrations.
• Identify opportunities to improve fan sign-up experiences, progressive data collection, audience segmentation, consent management and data enrichment.
• Partner with Product, Design & Engineering teams to help guide the development of tools and features that improve first-party data acquisition and measurement.
• Collaborate with Marketing Strategy, Relationship Management, Fan Engagement & CRM, Privacy and Product, Design & Engineering teams to ensure acquisition campaigns comply with global privacy and consent requirements.
• Support the Vice President, Audience Development in evaluating and testing new fan acquisition technologies, platforms and partners.
• Monitor emerging audience-development trends within music and across industries such as gaming, sports, television, film and retail.

Cross-Functional Collaboration & Education

• Partner with Relationship Management, Global Paid Media & Growth Strategy, Brand Marketing, Fan Engagement & CRM, D2C e-commerce and Marketing Strategy teams to integrate first-party data acquisition into artist campaigns.
• Serve as an audience-development thought leader internally and as a trusted advisor to artist and label partners, providing best-practice guidance and data-driven recommendations.
• Educate internal teams and clients on the role first-party fan data can play in driving long-term audience ownership and commercial growth.
• Support the Vice President, Audience Development in educating marketers across global markets on acquisition strategies appropriate to their local audiences, platforms, cultures and privacy requirements.
• Help establish repeatable processes that make audience acquisition a consistent component of priority artist and release campaigns.

Who you are:

• 5+ years of audience development, digital marketing, fan acquisition, growth marketing or related experience within music, entertainment or another consumer-focused industry, including e-commerce experience.
• Proven track record of growing first-party email and SMS audiences and connecting that growth to measurable business outcomes.
• Hands-on experience developing and executing lead-generation campaigns across paid, organic, artist-owned and partner channels.
• Experience with audience and marketing platforms such as Klaviyo, Laylo, Salesforce, Braze or similar tools, as well as e-commerce platforms like Shopify.
• Understanding of conversion funnels, landing-page optimization, audience targeting, A/B testing and customer acquisition economics.
• Deep understanding of first-party data strategy, including value exchange, audience segmentation, consent management and data privacy best practices such as GDPR and CCPA.
• Strong analytical skills, with experience using dashboards and KPI reporting to evaluate acquisition quality and downstream conversion.
• Excellent communicator and collaborator who can advise multiple stakeholders and translate complex audience strategies into clear, actionable plans.
• Comfortable balancing strategic planning with detailed, hands-on campaign execution.
• Passionate about music, fan behavior, e-commerce and the use of technology to build lasting artist-fan relationships.
• Intrinsically motivated to find new and exciting ways to identify and acquire music fans, with a curious mindset and a strong desire to test, learn and scale successful approaches.
• Comfortable working flexible hours when needed to support our partners, live events and high-priority releases.

What we give you:

• You join an inclusive, collaborative and global community where you have the opportunity to channel your passion every day
• A modern office environment designed to foster productivity, creativity, and teamwork empowering you to bring your best
• An attractive and comprehensive benefits package including medical, dental, vision, life & disability coverage, and 401K + employer matching
• Voluntary benefits like company-paid identity theft protection and resources for pets, mental health and meditation resources, industry-leading fertility coverage, fully paid leave for childbirth or bonding, fully paid leave for caregivers, programs for loved ones with developmental disabilities and neurodiversity, subsidized back-up child and elder care, and reimbursement for adoption, surrogacy, tuition, and student loans
• 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
• Time off for a winter recess

The Orchard is committed to providing equal employment opportunity for all persons regardless of age, disability, national origin, race, color, religion, sex, sexual orientation, gender, gender identity or expression, pregnancy, veteran or military status, marital and civil partnership/union status, alienage or citizenship status, creed, genetic information or any other status protected by applicable federal, state, or local law.

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

$85,000 — $100,000 USD