VP, D2C Fan Engagement

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. Sony Music is seeking a VP, Fan Engagement to join the global Sony Music D2C organization. Reporting directly to the Head of Sony Music D2C, this role will lead the Fan Engagement function within The Greenhouse, Sony Music’s centralized D2C division. The purpose of this team is to make D2C marketing a constant, evergreen discipline for labels that today focus their effort on the release cycle. It is a central, cross-label team that acts as an extension of label digital marketing and international market execution — providing D2C expertise, filling execution capacity gaps, and building the frameworks that let others work well — while leaving artist narrative and campaign strategy with the label. This is deliberately a small centre rather than a large production function. Labels resource their own D2C people for their own repertoire; this team supplies the toolkit, standards and process that unlock the value those teams create. Where a label does not yet have that capability, the team carries more of the work early and steps back as the label staffs up. There is no embedded headcount — the team operates as a shared service across labels and territories. The VP is accountable for the quality and commercial performance of D2C fan engagement across the roster, and for the relationships that make it work: with label marketing, creative and commerce teams, with the international marketing team, and with partners across The Greenhouse. Much of the work is proposing rather than deciding — the label approves throughout — which makes credibility, judgement and influence without authority central to the role. The role leads a team of five to six spanning creative direction and design systems, design and production, D2C product management, and CRM and lifecycle marketing. The ideal candidate combines strong D2C product instincts, fan marketing expertise, creative sensibility and operational rigour, with a deep understanding of how fans engage with artists, music, merchandise and culture across global markets. How This Team Operates A small centre, not a production house. Labels resource their own D2C people; this team supplies the toolkit, standards and process that let them create value. Proposes rather than decides. Recommendations are put to the label for approval. The team holds no authority independent of the label, and labels retain final say on every D2C decision. Reuses and refines rather than originates. Artist narrative and campaign concept sit with the label. The team adapts existing creative for D2C — merchandise creative is the one area where it originates. Depth varies by situation. On a frontline release the team is advisory. Between release cycles, on evergreen catalog, it is the primary owner of D2C activity with label approval. On superstar campaigns it is fully engaged alongside label and international teams. Depth also tapers by label. Heavier engagement early where D2C capability is thin, lighter as the label staffs up — every label lands in the same place. Always-…