Senior Manager, Audience Intelligence
Sony Music · Ontario · CA$80,000–CA$100,000 (stated in the posting)
About Sony Music Entertainment
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.
The Senior Manager, Audience Intelligence leads Sony Music Canada’s audience insights function, delivering data-driven intelligence that informs campaign planning, audience growth, fan engagement, and direct-to-consumer strategy across the organization. The position currently manages 1 direct report and reports into a broader regional team spanning the U.S, Canada, Australia, and New Zealand.
This role focuses on transforming audience, streaming, social, and commerce data into actionable insights that support artist development, release strategy, CRM initiatives, and fan monetization opportunities.
The Senior Manager plays a critical role in measuring release and campaign performance, uncovering audience trends, to build a more unified view of the fan journey from streaming discovery and social engagement through to owned-channel interaction and commerce conversion.
This is a highly collaborative role for an analytically driven individual who is passionate about music, fan behaviour, and the evolving music data and distribution ecosystem.
What you'll do:
Analytics & Audience Insight Development
- • 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.
D2C, CRM & Fan Lifecycle Intelligence
- • 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.
Reporting, Visualization & Operational Excellence
- • 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.
Who you are:
- • 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.
What we give you:
- You join a vibrant global community with the opportunity to channel your passion every day
- A modern office environment designed for you, empowering you to bring your best
- 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
- We give you the platform to champion positive change, with the opportunity to contribute to our social impact, diversity, equity and inclusion initiatives
- We provide an excellent range of benefits like health and dental group insurance, life insurance, short and long-term disability plans, group RRSP pension program, tuition reimbursement, health and lifestyle benefit plan and an EAP program. There’s also time off over winter break