Digital & Audience Development Manager

Job description

Salary dependent on experience

Why us?
Insanity Records is a frontline joint venture record label with Sony Music. We represent top tier recording artists including Tom Grennan, Joy Crookes and Lost Frequencies.

Forming part of Insanity Group, we are in hyper growth mode and have continued to make bold decisions throughout the pandemic. We have made 25 additional hires over the last two years; and we are currently making further hires across the business which will take us over 80 colleagues globally. And we don’t plan on stopping there…

There’s something different about us and when people join us, it’s the first thing they comment on. We do things differently and it’s not accidental. Some of our most successful colleagues started with us as an assistant. Some have been with us for more than 10 years! At our core, we know that Insanity is the sum total of its people, whether that’s our colleagues or our artists. We focus on our colleagues’ wellbeing as we know this is more than just a job. All of our colleagues enjoy paid mental health support and comprehensive private medical insurance as well as regular team socials and away days.

Our role is to empower our clients to tell their stories and our talent are at the heart of every decision we make. We go more than the extra mile to break down barriers and achieve that. We aren’t afraid of challenge, and we like to robustly confront old, stuffy ways of doing things. You won’t find a hierarchy here. We embrace tech, we embrace flexibility and we collaborate. We are not afraid of risk and we make bold decisions. We believe that building deep professional connections is the best way to do business, but we also believe that clients need to be protected and we aren’t afraid to do that either.

We also believe that the role of a record label executive is changing. Our clients rightly expect more and we love to impress. Our mission is to never get complacent, to lead the way and be a noisy, bold, ambitious and ethical business that continues to turn heads.

Why you?

We know some companies may say no two days are the same to lure you in and then reality sets in. That’s not the case with us, so you’ll need to be able to think fast on your feet and actively tackle those inevitable last-minute surprises with a degree of confidence and pragmatism.

Our team operate on a different frequency and so if you’re looking for a calm 9-5, that’s OK, but we aren’t for you.

You will be responsible for devising best in class digital marketing and social media strategies for artists; the setting and achieving of campaign-specific objectives & KPIs; the coordination/creation and upkeep of regularly updated social media strategies and the preparation of reports to inform key stakeholders & strategy moving forward.

We are looking for an exceptional team player with the ability to work collaboratively and the capacity to effectively work across numerous artists and releases. The candidate will work closely with artists, artist management, label colleagues in Marketing, PR, A&R, etc. as well as central Sony colleagues, external stakeholders and key partners – Twitter, Facebook, Instagram, TikTok etc.

The ideal candidate will possess excellent verbal/written communication & copy-writing skills, have expert knowledge of social media & digital marketing, be highly creative and have a passion for the digital opportunities for artists and their audience.

Job requirements

Key Responsibilities


  • Responsible for developing and executing content marketing throughout single & album campaigns.
  • Work closely with marketing, insight, artist management, central & external teams, to communicate an artist’s positioning online as well as short- and long-term campaign objectives.
  • Drive innovation and creativity through all facets of the campaign.

Digital Strategy

  • Plan & deliver campaigns effectively, setting & reaching objectives & KPIs.
  • Use native platform analytics and a range of other platforms/tools to analyse audience- related and performance data, creating meaningful reports that can inform key stakeholders and the wider label.
  • Actively contribute to and participate in artist/label planning and creative meetings
  • Work with International digital & marketing teams to ensure global optimisation of campaigns and artist strategy
  • Work closely with the Sony CRM team to deliver artist database growth and CRM strategy
  • Work with manager and external contacts at social media platforms to deliver engaging artist campaigns & ideas
  • Identify new and external opportunities for artist promotion.

Digital Advertising

  • Spearhead market-leading integrated advertising campaigns from concept to execution across all areas of business to continually meet strategic goals.
  • Work with marketing and media agency, to create holistic media plan across platforms adhering to approved project budgets.

Social Strategy

  • Devise and implement best in class, audience-led social media strategies, driving fan audience growth and ongoing engagement across platforms using insights, best practices and tapping into content trends
  • In depth knowledge of best practices and guidelines across all social channels.
  • Identify emerging content, tech updates and social trends and infuse artist campaigns with creative applications of new technology.
  • Develop the correct voice, content and branding for each artist, using agreed artist vision brief.
  • Amplify all elements of wider campaign – marketing, promo, etc. – across artist channels.
  • Establish and oversee approval processes with management/artist/within the label
  • Excellent relationship-building and communication with artists, artist management, internal & external stakeholders
  • Identify and develop relationships with relevant influencers/social media personalities & publishers to collaborate with on artist campaigns.

Working conditions

The role is usually carried out from 10am – 6pm from the company’s head office situated in King's Cross, London. The job will require some evening or weekend work, remote working or work-related travel for new business opportunities.

The typical working day will be eight hours with an hour for lunch. Start time allows for flexibility within core business hours. May offer flexible working hours/location at the discretion of the Directors.

The job may involve working with challenging stakeholders or clients, from time to time.

Insanity is committed to equality of opportunity for all and is committed to hiring a diverse workforce and creating an inclusive environment for all employees. We have a Diversity and Inclusion committee which is chaired by an external specialist and we are committed to enabling long lasting change in the entertainment industry.

Direct reports

The role requires a person comfortable with overseeing transactions, positively challenging any concerns and coaching junior members of staff. Direct reports may include assistants, apprentices, interns or work experience placements.