Marketing Manager - Diaspora Markets (Based in Mumbai)

📌 Core Information

🔹 Job Title: Marketing Manager - Diaspora Markets (Based in Mumbai)

🔹 Company: Sony Music Entertainment UK

🔹 Location: Mumbai, Maharashtra, India

🔹 Job Type: On-site

🔹 Category: Marketing

🔹 Date Posted: April 3, 2025

🔹 Experience Level: Mid-Senior level

🔹 Remote Status: On-site

🚀 Job Overview

Key aspects of this role include:

• Developing innovative multi-platform marketing strategies to position Indian music within South Asian diaspora markets
• Leveraging expertise in content creation, media outreach, influencer partnerships, and building strong community connections
• Driving campaigns and utilizing data analytics for insights to amplify Indian music’s global appeal
• Collaborating with artists, record labels, publicists, and other stakeholders to align marketing efforts with the overall brand vision

ASSUMPTION: This role requires a strategic marketing professional with a deep understanding of Indian culture and music, including Bollywood, Indian Pop, Indian Hip Hop, and Independent artists, alongside international music trends.

📋 Key Responsibilities

✅ Develop and implement marketing strategies to position Indian music within South Asian diaspora markets while engaging audiences across various media platforms

✅ Collaborate with artists, record labels, and influencers to enhance visibility and community connections

✅ Develop and maintain relationships with media outlets, pitch stories, and organize press conferences and artist interviews

✅ Develop strategies to foster deeper community engagement through interactive content and virtual fan events

✅ Monitor and report on campaign performance using analytics tools to gain social media insights, streaming & consumer data

✅ Evaluate the effectiveness of marketing activities and adjust strategies accordingly

✅ Create and manage marketing budgets, ensuring cost-effective use of resources and measuring ROI on different campaigns

ASSUMPION: This role requires a high level of strategic thinking, creativity, and analytical skills to develop and execute effective marketing campaigns.

🎯 Required Qualifications

Education: MBA / Post Graduation

Experience: 4-5 years in top entertainment or media companies

Required Skills:

• Expertise in understanding the dynamics of South Asian communities and local music markets within US, Canada, UK, Australia, Middle East, South East Asia & SAARC
• Strong knowledge of digital tools and strategies to engage audiences across streaming platforms, social media, and paid campaigns
• Proven experience in executing successful events and PR strategies that elevate a cultural brand globally
• Ability to monitor and interpret data to refine strategies and showcase the effectiveness of cultural marketing campaigns
• Strong ability to juggle multiple projects, meet deadlines, and manage marketing calendars

Preferred Skills:

• Fluency in multiple South Asian languages
• Experience working with international artists and labels

ASSUMPION: Candidates should have a proven track record in driving campaigns, utilizing data analytics for insights, and a deep understanding of Indian music trends and South Asian communities.

💰 Compensation & Benefits

Salary Range: INR 15,000,000 - 20,000,000 per annum (Estimated based on industry standards for mid-senior level marketing roles in Mumbai)

Benefits:

• Professional growth opportunities
• Diversity, Equity and Inclusion initiatives

Working Hours: Full-time (40 hours per week)

ASSUMPTION: The salary range is estimated based on industry standards for mid-senior level marketing roles in Mumbai. Actual compensation may vary based on the candidate's experience and qualifications.

📌 Applicant Insights

🔍 Company Context

Industry: Music and Entertainment

Company Size: 5,001-10,000 employees (Global presence with a significant workforce in Mumbai)

Founded: 1926 (as a record label, later became a subsidiary of Sony Corporation in 1988)

Company Description:

• Sony Music Entertainment is a global music entertainment company with a roster of current recording artists that includes a broad array of both local and international artists and superstar artists
• The company boasts a vast catalog of music from legendary artists, and is the home of some of the world’s most important and successful recording, film and television production companies
• In India, Sony Music Entertainment has been instrumental in shaping the Indian music industry, with a rich legacy of introducing international music to Indian audiences and vice versa

Company Specialties:

• Music
• Entertainment
• Recording
• Music Publishing
• Marketing
• and A&R

Company Website: http://www.sonymusic.com

ASSUMPTION: Sony Music Entertainment UK is a global leader in the music industry, with a strong presence in India. This role will allow the candidate to work with a diverse range of artists and contribute to the company's global success.

📊 Role Analysis

Career Level: Mid-Senior level (4-5 years of experience in top entertainment or media companies)

Reporting Structure: This role reports directly to the Head of Marketing for South Asia

Work Arrangement: On-site, full-time (40 hours per week) with occasional remote work for specific projects or events

Growth Opportunities:

• Potential to work with international artists and labels
• Opportunities to travel and represent Sony Music Entertainment at global events and conferences
• Possibility to progress to senior management roles within the company

ASSUMPTION: This role offers significant growth potential for the right candidate, with opportunities to work with international artists and contribute to the company's global success.

🌍 Location & Work Environment

Office Type: Modern office environment designed for employee empowerment

Office Location(s): 92, Main Avenue, Mumbai, 400054, IN

Geographic Context:

• Mumbai is the capital city of the Indian state of Maharashtra and is the most populous city in India
• The city is known for its vibrant culture, Bollywood film industry, and diverse music scene
• Mumbai is also a major commercial hub and the headquarters of several Indian corporations

Work Schedule: Standard office hours with flexibility for project deadlines and event timings

ASSUMPTION: Mumbai offers a dynamic work environment with a rich cultural scene and numerous networking opportunities for professionals in the music and entertainment industry.

💼 Interview & Application Insights

Typical Process:

• Online application submission
• Phone or video screening
• In-person or virtual interview with the hiring manager
• Final round interview with senior leadership
• Background check and offer

Key Assessment Areas:

• Cultural sensitivity and understanding of South Asian communities
• Digital marketing and social media expertise
• Event planning and public relations skills
• Analytical skills and data-driven decision-making
• Project management and organizational skills

Application Tips:

• Highlight relevant experience working with South Asian communities and music markets
• Demonstrate a strong understanding of Indian music trends and international music trends
• Showcase successful marketing campaigns and their impact on target audiences
• Prepare questions about the company's global strategy and growth opportunities

ATS Keywords: Marketing Strategy, Cultural Relevance, Public Relations, Media Outreach, Content Creation, Community Engagement, Data Analysis, Market Research, Performance Tracking, Budget Management, Event Planning, Digital Marketing, Social Media, Project Management, Influencer Partnerships, Campaign Management

ASSUMPTION: Applicants should tailor their resumes and cover letters to highlight relevant experience and skills, and research the company to demonstrate a strong fit for the role.

🛠️ Tools & Technologies

• Social media platforms (Instagram, TikTok, Facebook, Twitter, etc.)
• Streaming platforms (Spotify, Apple Music, etc.)
• Paid advertising platforms (Google Ads, Facebook Ads, etc.)
• Analytics tools (Google Analytics, social media analytics, etc.)
• Project management tools (Asana, Trello, etc.)
• Content creation tools (Canva, Adobe Creative Suite, etc.)

ASSUMPTION: Familiarity with these tools is essential for success in this role, as they are commonly used in the music and entertainment industry for marketing and promotion.

👔 Cultural Fit Considerations

Company Values:

• Creativity and innovation
• Collaboration and teamwork
• Integrity and respect
• Excellence and continuous learning

Work Style:

• Dynamic and fast-paced environment
• Cross-functional teamwork and collaboration
• Data-driven decision-making
• Adaptability and flexibility

Self-Assessment Questions:

• How do you ensure that your marketing strategies are culturally relevant and resonate with diverse South Asian communities?
• Can you provide an example of a successful event or PR strategy that elevated a cultural brand globally?
• How do you stay up-to-date with the latest digital marketing trends and tools?

ASSUMPTION: Candidates should assess their cultural fit with the company's values and work style, and be prepared to demonstrate their alignment with these factors during the interview process.

⚠️ Potential Challenges

• Managing multiple projects and deadlines simultaneously
• Adapting to changing market trends and consumer behavior
• Working with diverse teams and stakeholders across different time zones
• Balancing creative and analytical aspects of the role

ASSUMPTION: These challenges require strong organizational skills, adaptability, and the ability to thrive in a dynamic work environment.

📈 Similar Roles Comparison

• This role is unique in its focus on positioning Indian music within South Asian diaspora markets, requiring a deep understanding of South Asian communities and local music markets
• Compared to other marketing roles, this position offers a higher level of cultural sensitivity and community engagement
• Career progression may involve working with international artists and labels, providing global exposure and growth opportunities

ASSUMPTION: This role offers a unique blend of cultural relevance, strategic marketing, and global exposure, making it an attractive opportunity for the right candidate.

📝 Sample Projects

• Developing a marketing campaign to launch a new Indian artist in the US market, targeting South Asian communities and mainstream audiences
• Organizing a virtual fan event to engage Indian music fans in the UK and promote an upcoming album release
• Collaborating with international influencers to create content that highlights the impact of Indian music on global pop culture

ASSUMPTION: These sample projects demonstrate the unique blend of cultural relevance, strategic marketing, and global exposure required for success in this role.

❓ Key Questions to Ask During Interview

• How does the company support the growth and development of its employees?
• What are the key priorities for this role in the first 90 days?
• How does the company measure the success of its marketing campaigns, and how can I contribute to improving these metrics?
• What opportunities are there for collaboration with international artists and labels?
• How does the company foster a culture of innovation and creativity within its marketing teams?

ASSUMPTION: Asking these questions demonstrates the candidate's interest in the role, the company, and their own professional development.

📌 Next Steps for Applicants

To apply for this position:

• Submit your application through this link
• Tailor your resume to highlight relevant experience and skills, such as marketing strategy, cultural relevance, public relations, and digital marketing
• Write a cover letter explaining your interest in the role and how your background and skills make you a strong fit
• Prepare examples of successful marketing campaigns or projects that demonstrate your ability to drive results and engage audiences
• Follow up with the hiring manager one week after submission to inquire about the status of your application

⚠️ This job description contains AI-assisted information. Details should be verified directly with the employer before making decisions.