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About the Role

The Orchard is seeking an experienced and innovative Associate Director of Audience Development to lead the day-to-day strategy and hands-on execution of first-party fan data acquisition campaigns (email & SMS), focusing on building high-intent audiences for e-commerce merchandise sales. This role combines strategic thinking, hands-on campaign execution, and data-driven performance optimization, leveraging proprietary technology, paid and organic marketing channels, live events, and third-party audience tools.

Responsibilities

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.
Own 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.
Establish testing frameworks and best practices across landing pages, forms, incentives, messaging and acquisition channels.
Partner with D2C, CRM and Marketing Strategy teams to connect acquisition campaigns to downstream product discovery, sales conversion and repeat-purchase opportunities.
Use transactional and behavioral data to identify channels, campaigns and fan segments most likely to generate merchandise revenue.
Build clear handoff strategies that move newly acquired fans into personalized welcome, nurture and conversion journeys.
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.
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.
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.
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.
Partner with various 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.
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.
Help establish repeatable processes that make audience acquisition a consistent component of priority artist and release campaigns.

Requirements

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.
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.

Skills

Email Marketing
SMS Marketing
First-Party Data Acquisition
E-commerce
Lead Generation
Paid Media
Organic Marketing
CRM
Audience Segmentation
A/B Testing
Data Analysis
Klaviyo
Laylo
Salesforce
Braze
Shopify

Location

New York

Work Type

Office-first (4 days a week)
Hybrid

Experience Level

Associate Director
5+ years experience

Salary/Compensations

$85,000—$100,000 USD

Benefits

Medical coverage
Dental coverage
Vision coverage
Life insurance
Disability coverage
401K with employer matching
Company-paid identity theft protection
Pet resources
Mental health resources
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 care
Subsidized back-up elder care
Reimbursement for adoption
Reimbursement for surrogacy
Reimbursement for tuition
Reimbursement for student loans
Winter recess time off

About the Company

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.

Equal Opportunity

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.