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About the Role

The Specialist, Audience Intelligence supports Sony Music Canada’s audience insights function, delivering data-driven intelligence that informs campaign planning, audience growth, fan engagement, and direct-to-consumer strategy. This role focuses on transforming audience, streaming, social, and commerce data into actionable insights to support artist development, release strategy, CRM initiatives, and fan monetization opportunities. The Specialist plays a critical role in measuring release and campaign performance, uncovering audience trends, and building a more unified view of the fan journey.

Responsibilities

Collaborate with Commercial Partnerships, Marketing, A&R, the Executive team, and Audience Intelligence teams with real-time insights to inform artist signings, campaign planning, optimization, and post-campaign analysis.
Collect, analyze, and interpret audience data across streaming platforms, physical sales, social media, paid media, CRM, and D2C commerce channels.
Conduct deep-dive analyses into audience behavior, fan demographics, psychographics, and engagement trends to support targeting and segmentation strategies.
Identify emerging audience opportunities, cultural trends, and high-value fan segments that can inform artist marketing and growth strategies.
Perform release forecasting and audience trend analysis for domestic and international frontline and catalogue priorities.
Deliver ad-hoc analysis to support business needs, assist with other projects, and process improvement initiatives.
Lead audience measurement and performance reporting across Sony Music Canada’s direct-to-consumer ecosystem, CRM programs, and owned fan acquisition initiatives.
Analyze customer behavior, conversion trends, retention, and purchase activity to inform D2C strategy and optimization.
Develop frameworks that map audience pathways between streaming engagement, social interaction, CRM acquisition, and commerce conversion.
Partner with digital and marketing teams, and D2C stakeholders to identify opportunities for fan acquisition, audience re-engagement, lifecycle marketing, and conversion growth.
Build and evolve scalable dashboards, KPI scorecards, and reporting frameworks tracking campaign performance, audience growth, streaming trends, CRM engagement, and D2C performance.
Translate complex datasets into clear, actionable business intelligence for both technical and non-technical stakeholders.
Assist with funding requests, support new business development, and handle ad hoc data or reporting requests from key departments.

Requirements

4-6 years of experience in analytics, digital marketing, audience insights, or performance reporting (music, entertainment, media, or e-commerce preferred).
Strong analytical and quantitative skills with experience working across multiple datasets.
Strong communication skills with the ability to translate data into actionable business insights.
Highly organized, detail-oriented, and collaborative with strong follow-through.
Passion for music, fan culture, digital platforms, and audience behavior.

Skills

SQL
Python
Alteryx
Tableau
Power BI
Shopify analytics
Luminate
Spotify for Artists
Apple Music For Artists
Amazon Music For Artists
YouTube Analytics
Chartmetric

Location

Liberty Village, Toronto

Work Type

Full Time
Permanent
At least four (4) days/week onsite
37.5 hours a week

Experience Level

4-6 years

Salary/Compensations

$60,000 to $75,000 CAD

Benefits

Health and dental group insurance
Life insurance
Short and long-term disability plans
Group RRSP Pension plan
Tuition reimbursement
EAP program
Health and Lifestyle Benefit Plan
Winter recess (office closure Christmas through New Year’s)

About the Company

Sony Music Entertainment Canada Inc. fuels the creative journey and has played a pioneering role in music history. They have nurtured iconic artists and produced influential recordings. Today, they operate in over 60 countries, supporting a diverse roster of artists and creators. They leverage their position at the intersection of music, entertainment, and technology to embrace new business models, employ breakthrough tools, and provide insights that help artists push creative boundaries and reach new audiences. They are committed to artistic integrity, transparency, and entrepreneurship. Sony Music Entertainment Canada Inc. is a member of the Sony family of global companies.

Equal Opportunity

Sony Music Entertainment Canada Inc., is committed to Employment Equity and maintaining a diverse workforce. Job applicants with a disability who require reasonable accommodation for any part of the application or hiring process can contact our People Experience team. Reasonable accommodation will be determined on a case-by-case basis, and your request will be responded to as soon as possible.