Sony Music is seeking a VP, D2C Creative, Product and Campaign Strategy to join the global Sony Music D2C organization. Reporting directly to the Head of Sony Music D2C, this role will lead the D2C Creative, Product and Campaign Strategy team 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 creative, product and campaign activity 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, organised around three pillars: creative, covering design systems, production and D2C visual standards; product, covering D2C product management, pricing and lifecycle; and campaign, covering CRM, fan acquisition and marketing operations. 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.
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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.
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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.
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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.
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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.
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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.
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Always-on, not campaign-by-campaign. Label marketing works per release; international marketing works per market, per release. This team spans releases and keeps D2C running between them.