Senior Director, Creator Strategy & Viral Marketing - AWAL

<p><strong><u>About Sony Music Entertainment</u></strong></p> <p>At Sony Music Entertainment, we fuel the creative journey. We’ve played a pioneering role in music history, from the first-ever music label to the invention of the flat disc record. We’ve nurtured some of music’s most iconic artists and produced some of the most influential recordings of all time.</p> <p>Today, we work in more than 70 countries, supporting a diverse roster of international superstars, developing and independent artists, and visionary creators. From our position at the intersection of music, entertainment, and technology, we bring imagination and expertise to the newest products and platforms, embrace new business models, employ breakthrough tools, and provide powerful insights that help our artists push creative boundaries and reach new audiences. In everything we do, we’re committed to artistic integrity, transparency, and entrepreneurship.</p> <p>Sony Music Entertainment is a member of the Sony family of global companies.</p> <p>As Senior Director, Creator Strategy &amp; Viral Marketing at AWAL, you will lead the label's US creator ecosystem and oversee our digital content team to turn real-time internet trends, algorithmic patterns, and high-impact creator partnerships into scalable viral moments that drive global streaming consumption.</p> <h2><strong>What you'll do:</strong></h2> <ul> <li>Lead influencer and creator strategy across AWAL’s roster, building a scalable network of relationships with influencers/creators, agencies and managers to deliver high-impact campaigns across priority releases</li> <li>Act as our internal creator marketing &amp; niche community expert across all genres and target audiences, driving thought leadership across the organization</li> <li>Track and analyze fast-moving digital trends, internet culture, and algorithmic behaviors to ensure continuous relevance for AWAL artists.</li> <li>Drive creator campaigns from ideation through execution, handling outreach and budget negotiations to maximize efficiency, impact and ROI</li> <li>Track and analyze campaign KPIs to inform next steps &amp; identify new opportunities for growth across target audiences</li> <li>Deliver weekly trend analysis and innovative content strategies that keep our music at the epicenter of Gen Z conversations</li> <li>Oversee the Viral Content team's daily operations and weekly priorities while maintaining a comprehensive cultural calendar to capitalize on real-time trends &amp; timely events</li> <li>Establish internal processes to scale top-performing content across the roster, maximizing KPIs, streaming metrics, and TikTok/Reels sound engagement</li> <li>Collaborate with Audience Development and Viral Content teams to con