Creator Strategy & Viral Marketing Director

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.

As Senior Director, Creator Strategy & Viral Marketing at AWAL, you will lead the label's US creator ecosystem and oversee our digital content team to turn real-time internet trends, algorithmic patterns, and high-impact creator partnerships into scalable viral moments that drive global streaming consumption.

What you'll do:

• Lead influencer and creator strategy across AWAL’s roster, building a scalable network of relationships with influencers/creators, agencies and managers to deliver high-impact campaigns across priority releases
• Act as our internal creator marketing & niche community expert across all genres and target audiences, driving thought leadership across the organization
• Track and analyze fast-moving digital trends, internet culture, and algorithmic behaviors to ensure continuous relevance for AWAL artists.
• Drive creator campaigns from ideation through execution, handling outreach and budget negotiations to maximize efficiency, impact and ROI
• Track and analyze campaign KPIs to inform next steps & identify new opportunities for growth across target audiences
• Deliver weekly trend analysis and innovative content strategies that keep our music at the epicenter of Gen Z conversations
• Oversee the Viral Content team's daily operations and weekly priorities while maintaining a comprehensive cultural calendar to capitalize on real-time trends & timely events
• Establish internal processes to scale top-performing content across the roster, maximizing KPIs, streaming metrics, and TikTok/Reels sound engagement
• Collaborate with Audience Development and Viral Content teams to conceptualize and execute innovative, multi-platform initiatives, pushing boundaries to translate big-picture concepts into scalable audience acquisition and sustained viral growth

Who you are:

• 6+ years of experience in influencer or creator marketing within the music or entertainment industry
• Passionate about music with an expert understanding of pop culture, digital trends, and fan behavior
• Experience leading teams and managing junior team members
• Strong relationship-building skills with an established network of influencers, creators, external agencies, and talent managers
• Experience executing end-to-end creator marketing campaigns, from sourcing and briefing to tracking, reporting, and analysis
• Strategic thinker with a deep understanding of digital platform algorithms and niche online communities
• Expert at translating fast-moving internet trends and fan behavior into high-impact short-form content strategies
• Excellent organizational skills with the ability to manage multiple complex campaigns simultaneously in a fast-paced environment

 

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

Sony Music 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.California Pay Range$120,000—$130,000 USD