Audience Development and Strategy Manager – Recordings and Cooperative Labels

What you’ll be doing

To plan, execute and manage digital strategy for selected [PIAS] repertoire and to provide sound good practice consultation to artists, management, labels and [PIAS] marketing team.


Key Deliverables

  • To work with the UK and international team to construct impactful and digitally focused marketing plans that deliver on given targets.
  • To help drive [PIAS] repertoire online fanbases.
  • To assist and advise the marketing team and labels on latest opportunities and trends in the marketplace.


Key responsibilities will include:

  • Fanbase building. Establish key channels for artist, work with marketing to refine audience, execute fan acquisition strategies to grow the buzz.
  • Drive commercial results. Build DSP activations into artist’s digital campaign – Follow to Unlock, Pre-Save/Pre-Add, integrate any social asks from DSPs e.g. liners, ‘thank you’s for playlist adds, etc.
  • Websites. Brief, oversee development, and maintain artist official websites and web-related fan activations as needed.
  • Organic social media. Develop social media content plans / posting schedules, rolling out optimised and bespoke content strategies tailored to individual platforms, overseeing external social media agencies where appropriate.
  • Influencer strategy. Work alongside external influencer agencies to plan influencer activations, both as paid marketing channel and as artist content creation ‘earned media’ opportunity as appropriate.
  • Digital advertising. Work alongside Marketing Managers and external media agency to build paid advertising plans across social, VoD, display, programmatic, etc., incorporating [PIAS] allocations of inventory from DSPs / platforms.
  • Partner relations. Cultivate and develop relationships with key partners such as Facebook, TikTok, YouTube etc to stay on top of new developments and plan partner activations to be woven into wider digital campaign.
  • Campaign Management. Creative ideation on innovative and effective digital activations that will build artist’s audience and drive campaign objectives. Overall responsibility for rollout of digital campaign.
  • Creative Assets. Create and oversee creation and distribution of digital marketing assets, social skins, mailer templates, etc.
  • Reporting. Track progress of key campaigns with PCAs on priority releases and regular reporting on progress of campaign objectives and growth across key artist channels.
  • DSP partnerships. Act as the vector between Marketing and Sales with regards to key DSPs such as Spotify, Apple Music, Amazon Music etc – driving forward DSP-facing comms as well as marketing and partnership opportunities on key campaigns.


Skills and Experience

  • Having worked collaboratively within a team on successful digital music campaigns
  • Sound understanding of the recorded music market
  • Tech and music savvy – curious about and aware of latest trends in digital
  • Record label experience preferred
  • Understanding of digital advertising
  • Experience in Influencer marketing


Personal attributes

  • Gravitas and integrity
  • Takes initiative and capitalises on opportunity
  • Adaptable within a dynamic, changing environment
  • Personable and good at relationship-building
  • Organised, efficient and effective
  • Passionate about music

[PIAS] embraces diversity. We strive to provide a fair and supportive work environment for all our employees, regardless of their age, sex, marital status, sexual orientation, disability, race, colour, nationality, ethnic or national origin, religion, or affiliation to any political party or trade union. We aim to employ people who reflect the diverse nature of society and we value each of our employees for the contribution they make, both individually, and as part of the [PIAS] team. We believe in creating an inclusive environment and it’s an essential part of our culture. We expect all our employees to treat each other equally, honestly and with respect. We want to nurture a culture where diverse perspectives can help drive our company forward around the globe.