Growth Director - Social Platforms

We're seeking a visionary Growth Director for Demand Platforms to drive growth and engagement on major platforms like YouTube, TikTok, Snapchat, and Meta. As the Commercial Growth Director (Social Platforms), you will be responsible for devising and executing strategies that drive the growth engine of key social and video platforms. The ideal candidate will be an experienced team leader with a proven track record of driving growth on social and video platforms, have a lifelong passion for music culture and a wide network of strong platform relationships. You will be responsible for managing key relationships, overseeing artist campaigns, and implementing strategies that contribute to the company's growth. This role requires a deep understanding of the digital landscape, audience behaviour, growth and partnership tactics specific to each platform. You'll collaborate with the broader commercial team, label streaming, marketing and audience teams, and analytics teams to shape artist campaigns, leveraging platform-specific insights to optimise reach and maximise fan conversion., Platform Strategy Development:

• Work closely with the labels and broader commercial teams to develop and execute growth strategies for YouTube, TikTok, Snapchat, and Meta to drive fan acquisition, engagement, and monetisation.
• Define KPIs and growth metrics per platform, with a focus on expanding reach, increasing engagement, optimising audience conversion and market share.
• Stay updated on platform trends, new features, and algorithm changes, and adjust strategies accordingly.
Campaign Management and Optimisation:
• Collaborate with artist and label streaming and marketing teams to plan, launch, and manage multi-platform campaigns that align with artist goals and album release schedules.
• Ensure that content is optimised per platform's best practices, from short-form storytelling on TikTok to engagement-boosting formats to partnership activations on YouTube.
• Work closely with media and creator agencies and planners to ensure that paid media activities on these platforms are driving maximum impact and share this as best practise with the labels
• Utilize data-driven insights to provide best practise for the labels to refine targeting, timing, and creative to maximize results.
Creative Strategy and Content Optimization:
• Collaborate with the labels to define testing initiatives (A/B tests, content formats) to determine the most effective creative and format strategies for each platform.
• Leverage each platform's tools (e.g., TikTok Creator Tools, YouTube Analytics) to maximize content performance and relevance.
Audience Insights and Analytics:
• Utilise analytics to deeply understand audience demographics, behaviour, and engagement patterns across platforms.
• Produce monthly and quarterly performance reports, sharing actionable insights with internal teams to refine growth strategies.
• Maintain a test-and-learn approach, using insights to iterate on strategies and inform future campaigns.
Collaboration with Cross-Functional Teams:
• Collaborate closely with label streaming, A&R, PR, and traditional marketing teams to ensure campaigns align with broader label and artist objectives.
• Work with labels and paid media teams to design and implement advertising campaigns that complement organic growth efforts.
• Act as the primary point of contact for partnerships with platform representatives, ensuring our labels stay at the forefront of platform innovation and best practices.
Innovation and Growth Initiatives:
• Pilot new platform tools, beta features, and partnership opportunities to stay ahead in the digital space.
• Identify and test emerging platforms or channels that align with target audiences and artist brands.
• Drive thought leadership within the label, championing a growth-oriented, data-driven approach to audience development.
  
  Minimum of 5-7 years of experience in commercial account management, digital marketing, growth marketing, or audience development, ideally within music, media, or entertainment.
• Proven track record in driving growth on YouTube, TikTok, Snapchat, and Meta, with a portfolio of successful campaigns that demonstrate your strategic and creative capabilities.
Skills:
• Strong understanding of platform-specific best practices and trends, with the ability to pivot strategies quickly in response to changes.
• Excellent analytical skills with proficiency in platform analytics (YouTube Analytics, TikTok Analytics, Meta Insights) and experience with third-party analytics tools.
• Creative, out-of-the-box thinker with a passion for music and a deep understanding of what drives audience engagement., Self-motivated, results-oriented, and capable of leading projects with minimal supervision.
• Strong communication and interpersonal skills to manage cross-functional relationships and external platform partnerships.
• Ability to balance multiple priorities in a fast-paced, dynamic environment.
Preferred Qualifications:
• Experience working at a record label, streaming service, or media company.
• Strong network within social and digital platforms, including connections with platform representatives.
• Background in digital advertising or paid media with an understanding of how paid efforts can complement organic growth.
  
  At Warner Music Group, we're a global collective of music makers and music lovers, tech innovators and inspired entrepreneurs, game-changing creatives and passionate team members. Here, we turn dreams into stardom and audiences into fans. We are guided by three core values that underpin everything we do across all our diverse businesses:
• Curiosity: We do our best work when we're immersing ourselves in culture and breaking through barriers. Curiosity is the driving force behind creativity and ingenuity. It fuels innovation, and innovation is the key to our future.
• Collaboration: Making music and bringing it to the world is all about the power of originality amplified by teamwork. A great idea, like a great song, travels globally. We ignite passions and build connections across our diverse community of artists, songwriters, partners, and fans.
• Commitment: We pursue excellence for our team and our talent. Everything in music starts with a leap into the unknown, and we're committed to keeping the faith, acting with integrity, and delivering on our promises.
We remain committed to Diversity, Equity, and Inclusion. We know it fosters a culture where you can truly belong, contribute, and grow. We encourage applications from people of any age, gender identity, sex or sexual orientation, race, ethnicity, religion or belief, disability, and any other protected characteristic or identity. Consider a career at WMG and get the best of both worlds - an innovative global music company that retains the creative spirit of a nimble independent., As the home to Asylum, Atlantic, East West, Elektra, FFRR, Fueled by Ramen, Nonesuch, Parlophone, Rhino, Roadrunner, Sire, Warner Records, Warner Classics, and several other of the world's premier recording labels, Warner Music Group champions emerging artists and global superstars alike. And our renowned publishing company, Warner Chappell Music, represents genre-spanning songwriters and producers through a catalogue of more than one million copyrights worldwide. Warner Music Group is also home to ADA, which supports the independent community, as well as artist services division WMX. In addition, WMG counts film and television storytelling powerhouse Warner Music Entertainment among its many brands. Together, we are Warner Music Group: Independent Minds. Major Sound.