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About the Role
Sony Music Canada is seeking a Senior Manager, Audience Intelligence to lead its audience insights function. This role delivers data-driven intelligence to inform campaign planning, audience growth, fan engagement, and direct-to-consumer strategy. The position manages one direct report and focuses on transforming data into actionable insights to support artist development, release strategy, CRM initiatives, and fan monetization.
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.
- Manage product release forecasting and audience trend analysis for domestic and international frontline and catalogue priorities.
- Deliver ad-hoc analysis to support the needs of the business, assist with other projects and process improvement initiatives as required.
- 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 (e.g., Ontario Music Investment Fund), support new business development, and handle ad hoc data or reporting requests from key departments.
Requirements
- 5+ years of experience in analytics, digital marketing, audience insights, or performance reporting (music, entertainment, media, or e-commerce preferred).
- Proficiency in analytical languages such as SQL and/or Python is considered a strong asset.
- Experience with analytics and BI tools including Alteryx, Tableau, Power BI and Shopify analytics.
- Experience with music and audience platforms including Luminate, Spotify for Artists, Apple Music For Artists, Amazon Music For Artists, YouTube Analytics and Chartmetric.
- Strong analytical and quantitative skills with experience working across multiple datasets.
- Strong communication skills to build trusted relationships and translate data into actionable business insights.
- Highly organized, detail-oriented, and collaborative with strong follow through.
- Creates an environment where direct reports can perform, grow, and contribute at their highest level.
- Navigates a fast-changing industry while helping their team to adapt.
- Fosters a culture where diverse perspectives are valued and everyone can contribute.
- Understands how decisions impact artists, audiences, and business performance.
- 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
- Analytics
- Digital marketing
- Audience insights
- Performance reporting
- Data analysis
- Business intelligence
- Communication
- Organization
- Collaboration
Location
- Canada
Work Type
- Full-time
Experience Level
- Senior
Benefits
- Health and dental group insurance
- Life insurance
- Short and long-term disability plans
- Group RRSP pension program
- Tuition reimbursement
- Health and lifestyle benefit plan
- EAP program
- Time off over winter break
About the Company
- Sony Music Entertainment fuels the creative journey and has played a pioneering role in music history. They work in more than 70 countries, supporting a diverse roster of artists and creators. Sony Music Entertainment is a member of the Sony family of global companies.