About this role
The Audience Development Executive grows and deepens the audience for Sony Music's C-POP and J-POP repertoire across Taiwan, Hong Kong and Southeast Asia. You will own how fans find our artists, how they move from a first stream to a committed fan, and how we understand and act on what those audiences tell us.
C-POP and J-POP are two of the fastest-moving parts of our regional business, with releases and campaigns increasingly running across several markets at once and audience behaviour that differs sharply between the two. This role is the connective tissue: setting audience strategy per artist and per release, coordinating rollout across markets, and turning streaming, social and first-party data into decisions the marketing teams can act on. Success looks like measurable audience growth market by market, a healthier conversion from casual listener to superfan, and a release calendar for both repertoires that runs as one regional plan rather than several disconnected ones.
The role is based in Hong Kong and covers Hong Kong, Taiwan and Southeast Asia (SEA). You will sit within Hong Kong, Taiwan and Southeast Asia (SEA) International Marketing community, reporting to the Director, International Marketing in Hong Kong and working closely with the Head of Creative, Southeast Asia, ensuring regional creative alignment while executing tailored campaigns locally.
What you'll do:
Own audience strategy for C-POP and J-POP repertoire
- Develop and deliver audience development plans for priority C-POP and J-POP artists, releases and catalogue across Taiwan, Hong Kong and Southeast Asia, with clear objectives for audience growth, retention and conversion.
- Segment and size audiences by market, identifying where an artist is over- or under-indexed and where the realistic growth is, then shape campaign priorities and budget recommendations around that.
- Build the discovery-to-superfan funnel for each project: map how listeners enter, what moves them deeper, and where they drop out, and design interventions at each stage.
- Own the audience narrative for both repertoires in regional planning sessions, bringing a clear point of view backed by data to marketing, creative, commercial and repertoire centre stakeholders.
- Recognise where C-POP and J-POP audiences behave differently, in discovery route, fandom structure, spending patterns and platform preference, and build strategies that reflect those differences rather than applying one regional template to both.
Grow audiences on DSPs and across the streaming ecosystem
- Work with digital service partners including Spotify, Apple Music, YouTube Music, LINE MUSIC, JOOX, KKBOX and regional platforms on pitching, editorial support, on-platform programming and audience-growth opportunities across both repertoires.
- Drive playlist strategy across owned, editorial and algorithmic surfaces, including Filtr and other in-house playlist brands, and track how placement translates into sustained audience rather than a single-week spike.
- Partner with the digital marketing and media buying teams to align paid audience targeting with organic audience strategy, so spend is directed where it compounds.
- Monitor the creator and short-form ecosystem, identifying tracks and moments gaining traction and working with creative and digital teams to amplify them quickly.
- Track and act on the discovery routes specific to J-POP in this region, including anime, film and game sync, tour and event moments, and catalogue resurgence, and convert those spikes into retained audience.
Build first-party data and superfan capability
- Grow first-party data capture across C-POP and J-POP campaigns, working with local teams to embed sign-up and data collection into releases, tours, fan events and D2C moments.
- Turn first-party data into usable audience segments for CRM, direct-to-consumer and superfan activity, and support markets in activating those segments responsibly.
- Identify and develop superfan opportunities that deepen the relationship with the most engaged part of each artist's audience, and support the commercial cases that sit behind them.
- Partner with Sony Music Japan and Greater China repertoire centre teams on first-party data and superfan initiatives, feeding regional audience insight back to them and translating their priorities into market-level plans.
- Work within local data protection and privacy requirements across each market, in partnership with legal and the relevant local teams.
Coordinate across markets and repertoire centres
- Act as the regional coordination point for C-POP and J-POP releases and activities, aligning timelines, asset delivery and campaign moments across Taiwan, Hong Kong and Southeast Asia.
- Consolidate requirements from local marketing teams into workable regional plans that scale while still allowing for hyper-local adaptation.
- Maintain visibility of the release calendar and audience plans across both repertoires so markets and the repertoire centres know what is coming and what is expected of them.
- Flag risks, clashes and gaps early, and keep regional stakeholders informed of progress and performance.
Measure, report and improve
- Track and report on audience KPIs including listener growth, retention, market share, playlist performance, and first-party data capture, and communicate results clearly to senior stakeholders.
- Lead post-campaign reviews, identifying what drove audience growth and feeding those learnings into the next cycle.
- Work with the insights, data and analytics team to develop reporting that markets will actually use, and build data literacy across the regional teams.
- Stay ahead of platform, format and consumption changes across Greater China and Southeast Asia, and advise the business on what they mean for how we grow audiences.
Who you are:
- 2+ years' experience in audience development, digital marketing, streaming or artist marketing at a label, DSP, artist management company or comparable media business.
- Demonstrable track record of growing an artist, catalogue or content audience, with the numbers to show it.
- Strong working knowledge of the streaming landscape across Greater China and Southeast Asia, including DSP editorial and algorithmic mechanics, playlist strategy, and platform-specific audience behaviour.
- Genuine fluency in C-POP and J-POP: the artists, the fandoms, the platforms they live on, and how audience behaviour differs between Taiwan, Hong Kong and the Southeast Asian markets.
- Comfortable with data. Able to work with streaming, social and first-party data, draw a defensible conclusion from it, and explain that conclusion to people who are not analysts.
- Experience with first-party data capture, CRM or direct-to-consumer fan initiatives is a strong advantage.
- Fluent in Mandarin (Traditional Chinese) and English. Japanese is a strong advantage given the J-POP scope, and Cantonese an advantage given the Hong Kong scope.
- Strong coordination skills across multiple markets, time zones and stakeholders, with the ability to keep several campaigns moving at once.
- Ability to articulate an idea or point of view succinctly, with clarity and confidence, adapting the message to different audiences, seniority levels and cultures.
- Responds and adapts quickly to change, maintaining a flexible attitude and using new conditions to evolve their thinking.
- A thorough understanding of lifestyle and cultural trends across Greater China and Southeast Asia.
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.
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