Marketing Manager - Diaspora Markets

What you'll do:

Strategy Development & Building Cultural Relevance

• Develop long-term and short-term marketing strategies focused on positioning Indian music within South Asian diaspora markets.


• Craft campaigns that reflect Indian music's impact on global pop culture, focusing on engaging audiences across different media platforms (streaming and social media platforms, radio, events, etc) to increase visibility and fanbase.


• Tailor marketing strategies for each market, ensuring relevance across sub-segments within the diaspora (e.g., Gen Z, young urban professionals, first-generation immigrants, etc.).


• Explore cross-industry partnerships (fashion, food, lifestyle, etc.) to expand reach and relevance.


• Work closely with repertoire teams, artists, record labels, publicists, and other stakeholders to align marketing efforts with the overall brand vision.


• Develop and maintain relationships with media outlets (both traditional and digital) covering music, culture, and entertainment.

Public Relations & Media Outreach:

• Pitch stories to media outlets, emphasizing Indian music’s role in multicultural and global music scenes.


• Organize press conferences, artist interviews, and media collaborations to maintain visibility across traditional and digital platforms.

Content Creation & Community Building

• Develop strategies to foster deeper community engagement through interactive content (e.g., challenges, fan-generated content, live Q&A with artists).


• Organize virtual fan events, exclusive releases, and sneak peeks to increase interaction with the diaspora community and local fans.


• Collaborate with key South Asian and multicultural influencers, producing high-quality digital content to spotlight new music/artists and build a fandom.


• Oversee content creation for social media (e.g., Instagram, TikTok, YouTube), streaming platforms (Spotify, Apple Music, etc.), and digital ads.


• Execute targeted marketing strategies to engage college and university students, promoting our music/artists across campus communities.


• Monitor and report on campaign performance using analytics tools to gain social media insights, streaming & consumer data.

Data Collection, Analysis, Market Research & Performance Tracking:

• Evaluate the effectiveness of marketing activities and adjust strategies accordingly.


• Analyse trends in the South Asian diaspora and local markets to understand musical preferences, regional trends, and cultural behaviours.


• Identify key audiences (age, location, cultural interests) in these key markets and assess how Indian music resonates with them.

Budget Management:

• Create and manage marketing budgets, ensuring cost-effective use of resources and measuring ROI on different campaigns.


• Track growth metrics such as streams, social media and audience engagement.


• Provide reports to stakeholders (management, artists, label representatives) showcasing the impact and results of marketing efforts.

Who you are:

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 

Equal Opportunities

As an active part of a culturally and socially diverse society, Sony Music’s aim is that our workforce is diverse and inclusive. Sony Music is an equal opportunity employer and supports workforce diversity.

We employ, retain, promote and otherwise treat all employees and job applicants according to their merit, qualifications, competence and talent. We apply this policy without regard to any individual’s sex, race, religion, origin, age, sexual orientation, marital status, medical condition or disability.

Privacy Policy

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