Director, Strategic Marketing - AWAL

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.

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.

Sony Music Entertainment is a member of the Sony family of global companies.

AWAL is seeking a dynamic and passionate Director of Strategic Marketing to lead the development, negotiation, and execution of innovative brand partnership opportunities across AWAL’s artist roster. This role will serve as a key connector between artists, managers, brands, agencies and internal teams to create culturally relevant campaigns that drive revenue, audience growth, and long-term artist brand value.

The ideal candidate is a highly connected business development leader with deep experience in music, entertainment, lifestyle marketing, and integrated partnerships. This individual should possess strong negotiation skills, a passion for artist development, and a proven ability to create meaningful collaborations between brands and culture-driving talent.

• Develop and execute AWAL’s overall brand partnerships strategy in alignment with company growth objectives and artist priorities.
• Identify, source, and secure new partnership opportunities across categories including fashion, technology, gaming, automotive, beverage, consumer goods, wellness, sports, and social platforms.
• Generate sponsorship, endorsement, experiential, content, and integrated marketing opportunities for AWAL artists and campaigns.
• Build custom partnership proposals and revenue-generating programs tailored to artists, releases, tours and cultural moments.

• Cultivate and maintain senior-level relationships with brands, agencies, media partners,  marketing executives, philanthropic organizations and other strategic partners.
• Serve as the primary point of contact for brand-related opportunities across AWAL’s roster.
• Work closely with artist managers, attorneys, and internal stakeholders to ensure alignment on partnership execution.

• Lead end-to-end partnership execution from ideation and negotiation through activation and reporting
• Collaborate with marketing, creative, digital, sync and publicity teams to execute integrated campaigns.
• Ensure all partnerships authentically align with artist brands, audiences, and long-term career strategy.
• Oversee timelines, budgets, approvals, contractual obligations, and performance metrics.

• Stay ahead of emerging trends across music, creator economy, social media, live experiences, and brand marketing.
• Identify innovative formats and nontraditional partnership opportunities that position AWAL as a leader in artist-brand collaboration.
• Use data and audience insights to inform partnership strategy and campaign effectiveness.

• 8–10+ years of experience in brand partnerships, strategic marketing, business development, sponsorships or integrated marketing within music, entertainment, media, sports, or agency environments.
• Proven track record of securing and executing high-value partnerships and sponsorship deals.
• Deep understanding of music culture, artist marketing, digital platforms, and the brand/entertainment ecosystems.
• Strong network of brand and agency relationships.
• Exceptional communication, presentation, negotiation, and relationship management skills.
• Ability to work cross-functionally in a fast-paced, entrepreneurial environment.
• Strong strategic thinking and commercial acumen.
• Experience working directly with artists, managers, and talent teams preferred.
• Passion for independent music and artist development.

• You join an inclusive, collaborative and global community where you have the opportunity to channel your passion every day  
• A modern office environment designed to foster productivity, creativity, and teamwork empowering you to bring your best 
• An attractive and comprehensive benefits package including medical, dental, vision, life & disability coverage, and 401K + employer matching 
• Voluntary benefits like company-paid identity theft protection and resources for pets, mental health and 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 and elder care, and reimbursement for adoption, surrogacy, tuition, and student loans 
• Investment in your professional growth and development enabling you to thrive in our vibrant community.  
• The space to accelerate progress, positively disrupt, and create what happens next  
• Time off for a winter recess

Sony Music 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.

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