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About the Role

This role involves collaborating with SME UK labels to deliver data-led fan engagement campaigns, driving audience growth and acquisition. The CRM Manager will work cross-functionally with Digital Media, Web Ops, and eCommerce teams to create seamless fan experiences, focusing on first-party audience growth and commercial opportunities. Additionally, the role includes partnering with the Global Product, Design, and Engineering team to deploy campaigns, provide feedback, and contribute to global strategy development.

Responsibilities

• Design and execute data-led fan engagement strategies for data acquisition, audience understanding, and long-term fan value.
• Apply advanced CRM and segmentation strategies (lifecycle marketing, behavioural targeting, propensity modelling) to personalize journeys and optimize D2C conversion and monetisation.
• Develop best-in-class, insight-driven campaigns for Artists, combining creativity with performance data to maximise engagement and revenue impact.
• Partner cross-functionally with Product, Design & Engineering and Legal teams to scale first-party data automation, ensuring compliant data capture and seamless flow across platforms.
• Leverage partner tools and emerging technologies to continuously test, learn, and optimise campaigns, driving fan growth, innovation, and commercial outcomes.
• Champion a first-party data mindset, embedding segmentation, personalisation, and cross-channel adaptation across organic fan engagement, paid media, and D2C touchpoints.
• Define KPIs, deliver actionable reporting, and lead the technical execution of fan data infrastructure, leveraging SQL within data warehousing (Snowflake) and tracking frameworks (UTMs, event tagging) to structure, enrich, and analyse fan data, translating performance and behavioural insights into clear optimisation actions.
• requirements

Requirements

• Proven experience delivering data-driven fan campaigns, preferably in Music, Entertainment, or Media.
• Experience with Snowflake, Salesforce, Excel, GA4, or similar technologies.
• Experience with fan journeys, segmentation, and first-party data visualisation.
• Knowledge in HTML, CSS, and D2C data (e.g., Shopify).
• Knowledge of Data Protection legislation and data management.
• Experience using third-party tools such as Wyng, Asana, and Appreciation Engine.
• Strong project management skills.
• Detail-oriented.
• Excellent communication skills.
• Enthusiastic collaborator.
• Ability to thrive in a fast-paced environment.
• Ability to manage multiple tasks and work to deadlines.
• Passion for music and helping artists to connect with and build new fanbases.

Skills

• CRM strategies
• Segmentation strategies
• Lifecycle marketing
• Behavioural targeting
• Propensity modelling
• Data acquisition
• Data analysis
• Data visualisation
• SQL
• HTML
• CSS
• Project management
• Communication
• Collaboration
• Multitasking
• Deadline management
• Data Protection legislation
• Data management
• UTMs
• Event tagging
• Snowflake
• Salesforce
• Excel
• GA4
• Shopify
• Wyng
• Asana
• Appreciation Engine

Benefits

• Opportunity to channel passion daily within a vibrant global community.
• Modern office environment designed for employee empowerment.
• Investment in professional growth and development.
• Platform to champion positive change and contribute to social impact, diversity, equity, and inclusion initiatives.
• Private medical cover.
• Generous pension scheme.
• Life assurance.
• Income protection.
• Music industry perks.
• Time off over winter break.

About the Company

• Sony Music is a vibrant global community.
• Sony Music aims for a diverse and inclusive workforce.
• Sony Music is an equal opportunity employer and supports workforce diversity.

Equal Opportunity

• 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.
• All employees and job applicants are employed, retained, promoted, and otherwise treated according to their merit, qualifications, competence, and talent.
• This policy is applied without regard to any individual’s sex, race, religion, origin, age, sexual orientation, marital status, medical condition, or disability.