Marketing Manager - Liquid State
Job Overview
As a Marketing Manager you will develop full scope project marketing plans to drive music performance across all streaming platforms and an overall digital creative vision for Liquid State’s artists.
You will be part of the core team responsible for the overall development of music releases, artist branding, content creation, and business development.
You will develop and execute full‑scope, data‑led marketing plans that grow our artists and releases across China’s streaming and social platforms, while shaping a distinct creative vision for the label’s roster.
You’ll be working with A&R team to deliver breakthrough campaigns that translate global EDM culture into locally resonant moments—online and IRL.
What you'll do:
• Lead and operate individual project of music releases.
• Initiate the strategy and creative ideas for the marketing campaigns. Communicate with international and domestic artist management on a regular basis to convey overall digital strategy and present opportunities as they arise.
• Help maintain relationships with key digital partners and work with them on promotional activities, content creation, exclusive events and other partnership opportunities.
• Build budget and effectively execute paid campaigns. Ensure timely delivery of all assignments at the highest quality level.
• Business development, to proactively look for potential brand or event opportunities for the label and the artists.
• Spot digital trends, understand new technologies and social media behaviour, and align these with business objectives to create new and innovative marketing opportunities and solutions.
• Monitor analytics on streaming platforms, understand the consumption patterns and craft tailor made campaigns to maximize music consumption.
• Provide in-depth analysis measuring the success of campaigns/tools and communicate the results to all relevant stakeholders.
Release & Campaign Leadership:
• Own end to end marketing for assigned singles, EPs, albums and remix packs—strategy, timelines, assets, go to market and post mortems.
• Initiate compelling creative concepts and audience first narratives for every campaign; brief and steer content production to deliver on the creative vision.
Artist/Management & Partner Relations:
• Maintain daily communication with international and domestic artist management to align goals, share insight, and unlock opportunities (content, press, live, remix, influencer).
• Cultivate relationships with key digital partners (e.g., Tencent Music Entertainment apps, NetEase Cloud Music) to secure placements, promotions, exclusives and co marketing.
Digital, Social & Audience Growth:
• Build platform specific strategies for Douyin, Kuaishou, Weibo, Bilibili, Xiaohongshu (RED), and WeChat—optimizing formats (short video, livestreams, long form), hooks and posting cadence.
• Coordinate CRM/UGC activities and fan missions; leverage creators/DJs/dancers for trend participation and challenge mechanics.
Paid Media & Budget Management:
• Forecast campaign budgets and revenue; plan and execute paid media (performance & brand) with clear objectives, measurement and optimization loops.
Reporting & Insights:
• Deliver weekly dashboards on streaming, social, audience cohorts and conversion paths; run A/B tests and iterate creative and media based on data; present learnings and next steps.
Cross Functional Collaboration:
• Work closely with A&R, Marketing, Creative, and Finance to ensure campaigns are on brief, on budget and on time.
• Any other responsibilities or works to be assigned by the manager or the Company.
Who you are:
• At least 5 years working experience in the music related business in Mainland China, record label experience will be a plus.
• Native Mandarin speaking, fluent English speaking and writing skills. Candidate with working or living abroad experience will be a plus.
• Have good understanding of how the music business works in mainland China, have personal insights on the market and is familiar with the local streaming platforms.
• Knowledge of the music streaming landscape. Passion for music events, and the music industry.
• Social media Obsessed: Demonstrated knowledge of and professional planning and executing experience with social platforms (Douyin, Kuaishou, Tiktok, Instagram, Weibo, Bilibili, Snapchat and more).
• MUST have at least 2 years of experience executing Douyin marketing campaigns.
• Extremely detail-oriented and organized. Proficient in Microsoft Office, e.g. Powerpoint, Excel and Word.
• Excellent communication skills with a demonstrated ability to speak in forums, meetings and presentations.
• Time sensitive, capable of developing and keeping to a project timeline.
• Proactive and eager to make things happen.
• Data analysis/consumer-behaviour research skills are a plus.
What we give you:
• You join an inclusive, collaborative and global community where you have the opportunity to fuel the creative journey.
• A modern office environment designed to foster productivity, creativity, and teamwork.
• We invest in your professional growth & development.
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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