VP, D2C Fan Engagement

Sony Music
New York
Workplace: OnsiteFull timeFunction: Marketing & GrowthExperience: 10+ yearsSkills: ["Influence without authority","Leadership","Operational rigour","Creative judgment","Cross-functional collaboration"]

Lead Sony Music’s global D2C Fan Engagement function within the centralized D2C organization, accountable for quality and commercial performance across the roster. You’ll run a small, cross-functional shared-service team that builds D2C design systems, lifecycle/CRM strategy, campaign operations, and product insights, while partnering to influence label teams through recommendations, standards, and scalable playbooks.

Loading

Loading job details...

Preparing the role view and application actions.

FursaFursa
Sony Music
Sony Music
4 days ago

VP, D2C Fan Engagement

✓ Verified Job

Canonical indexed version, validated from employer's careers page.

Source: Company careers pageValidated by: Fursa AI
Last checked: 5 hours agoStatus: Live

Job Summary

Lead Sony Music’s global D2C Fan Engagement function within the centralized D2C organization, accountable for quality and commercial performance across the roster. You’ll run a small, cross-functional shared-service team that builds D2C design systems, lifecycle/CRM strategy, campaign operations, and product insights, while partnering to influence label teams through recommendations, standards, and scalable playbooks.
Location: New York
Workplace: Onsite
Employment Type: Full time
Job Function: Marketing & Growth
Seniority: Sr. Director level

Key Responsibilities

  • •Lead the Fan Engagement function within the centralized D2C organization, accountable for quality and commercial performance across labels and territories.
  • •Build and evolve D2C creative and design systems (templates, asset taxonomies, motion templates) and produce key D2C creative where labels lack capacity.
  • •Own lifecycle and scarcity frameworks (pre-orders, limited editions, flash drops, gated access, evergreen replenishment) and provide D2C pricing/promotion recommendations with label approval.
  • •Drive domestic D2C CRM and lifecycle marketing across the full fan journey, including automated journeys and fan segmentation frameworks.
  • •Define D2C paid media best-practice frameworks across Meta, TikTok, and Google, and establish flywheel analytics and reporting for acquisition, engagement, retention, and monetisation.

Pay and Benefits

Perks:Health InsuranceDentalVisionLife InsuranceDisability Coverage401kPaid LeaveFertility Coverage

Key Requirements

  • •10+ years across fan engagement, D2C marketing, CRM, eCommerce, merchandising, or digital marketing in a high-volume, multi-stakeholder environment, with music/entertainment experience strongly preferred.
  • •Deep understanding of music fan behaviour, D2C commerce and fan engagement ecosystems.
  • •Strong lifecycle marketing and CRM execution knowledge, including segmentation and first-party data strategy; familiarity with Shopify ecosystems and D2C storefront operations.
  • •Practical experience with D2C performance marketing (paid media planning, audience targeting, ROAS) or the judgment to build that capability.
  • •Ability to enable distributed teams through playbooks, standards, and frameworks, while operating through influence rather than authority.
Experience:10+ yearsMusicEntertainmentD2CFan engagementCRMECommerceMerchandisingDigital marketing
Skills:Influence without authorityLeadershipOperational rigourCreative judgmentCross-functional collaboration
Languages:English
Tech Stack:CRMEmailSMSShopifyMetaTikTokGoogleFirst-party data

Company Brief

Sony Music
Global recorded music company and artist services organization managing recording, publishing partnerships, and distribution for major and independent artists across diverse genres worldwide.
Industry: Music Industry
Company Size: Enterprise (1,001+ employees)
Revenue: USD 1B+
Growth: Established Company
Headquarters: New York, United States
Founded: 1929
Glassdoor
Glassdoor: 3.6
WebsiteLinkedInGlassdoor