As the VP of International Marketing, you will maximize the revenue of SME’s international repertoire (encompassing UK, US, Europe, Africa, Latin, Classical) in China market.
You will create a strong International Marketing (IM) hub that combines best global practices with local relevancy across mainland China.
This Leadership position will allow you to work with a diverse roster of international artists and an IM team with a unique global perspective.
You will be responsible for international repertoire across EPIC/RCA/Columbia/Arista and you will manage associated social media to:
- Represent and amplify SME’s international repertoire (UK, US, Europe, Africa, Latin, Classical) in China.
- Develop creative and exciting marketing campaigns that promote SME’s international repertoire catering to local market needs.
- Build greater market share and generate revenue through impactful marketing of international repertoire in mainland China.
- Define the International Marketing strategy and targets in collaboration with the label heads and align all promotional activities to local market needs, tastes and trends.
What you'll do:
Build and deliver creative marketing campaigns
• Apply best practices and latest trends in international marketing, including but not limited to the use of digital assets, metaverse, gaming, social and music platforms, and traditional media to create meaningful fan experiences and drive consumption.
• Customize and launch campaigns, PR, and other marketing actions to promote SME’s international repertoire and increase fan engagement.
• Develop and deliver international repertoire’s social media strategy in mainland China.
• Build a creative network in the region with internal teams and external partners, that can help deliver marketing campaigns for international repertoire, negotiating agreements that allow China to benefit from economies of scale.
• Lead a dynamic, culturally aware, and forward-thinking team that experiments with new technologies and platforms and responds quickly to adapt to new trends and fan preferences.
Drive revenue and optimize marketing spend
• Identify opportunities to increase revenue and market share from international repertoire, including but not limited to collaboration with local artists, song covers and other artist activation activities in mainland China.
• Increase China's market share in global consumption of international repertoire.
• Define audience and consumption goals for international artists in China and partner with local markets to achieve the target.
• Manage and optimize the international marketing budget for remarkable ROI.
• Make strategic marketing spend decision based on audience insights and data from different platforms.
Achieve results through collaborative partnerships
• Build and maintain trusting and collaborative relationships with label heads in the different territories where SME operates.
• Determine the priority international acts for the region. Build and deliver the IM strategy.
• Work closely with local marketing teams to customize and launch campaigns, fan experience / engagement, PR, and other marketing actions.
Who you are:
• Demonstrable experience in leading, developing and executing successful integrated marketing campaigns in-market.
• Digital Marketing and Engagement: Ability to deliver campaigns and experiences, drive consumption and increase engagement through digital platforms.
• Fandom Management: Ability to build and grow a community of followers and monetize it through a variety of on-line and off-line channels.
• Data Literacy: Ability to analyze the music market and relevant data and apply insights to make decisions to drive / improve results.
• Commercial acumen: Consistently applies ingenuity, strategic thinking, and discipline to discover, prioritize, and realize revenue opportunities for Sony Music.
• Leadership: Builds and leads high performing, resilient and diverse teams. Unites and mobilizes effective teams around a common purpose with space to grow through feedback and coaching.
• Strategic decision making and action: Leads and makes timely decisions with the bigger picture and long-term vision in mind i.e., Takes care of the business today while actively preparing for tomorrow.
• Relationship management: Build trusting and long-lasting relationships with artists and their ecosystem, as well as with external and internal stakeholders; creating a network of connections and building credibility and rapport at all levels of the business.
• Technology: Active interest in leveraging new and emerging Technologies (particularly generate AI tools) to drive innovation across the business, create efficiencies and navigate this rapidly changing technological landscape.
Other:
• Graduate degree in Marketing preferred but not a must
• Excellent spoken and written Mandarin and English is a must
What we give you:
• An opportunity to influence the strategic direction of our China business.
• The ability to be innovative and have an impact on the domestic music industry in China.
• An inclusive, collaborative, and global community where you can fuel the creative journey.
• A modern office environment designed to foster productivity, creativity, and teamwork
• We invest in your professional growth & development
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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