The Job

Reporting to the Head of Label Catalogue Business and leading the strategizing, planning, and executing of the digital marketing roadmap across all acquired and future music catalogues under our owned labels– including back-catalog and Front-Line Releases. The role is responsible for driving digital business revenue growth for the Catalogue business and is focused on maximizing reach, engagement, and revenue through organic and paid marketing across digital platforms with a strong emphasis on YouTube growth, optimization and digital monetization. 

 

2. Key Responsibilities: 

2.1 Strategy & Planning: 

• Design and implement digital marketing strategies for all existing and upcoming back catalogues across various languages and front-line focussing mainly on Hindi and Telugu Front Line soundtracks. 

• Oversee annual and quarterly marketing calendars for digital campaigns, launches, and activations. 

• Define KPIs and success metrics aligned with catalogue performance and revenue goals. 

• Design, implement, and align strategies and execution plans to achieve the revenue goals and targets established for the Catalogue business across categories 

 

2.2 YouTube & Video Platform Growth: 

• Plan and execute YouTube channel growth strategies with a focus on channel optimization and asset growth/engagement 

• Lead YouTube content programming, community engagement, and channel optimization. 

• Drive subscriber growth, watch time, and ad revenue. 

• Manage YouTube ad spends and analyze performance to optimize ROI. 

 

2.3 Paid & Performance Marketing: 

• Strategize and execute paid campaigns across platforms (YouTube, Google, Meta, Instagram, SnapChat, etc.). 

• Manage media budgets and allocate spend based on catalogue priorities. 

• Track and optimize campaign performance for revenue, traffic, and engagement goals. 

 

2.4 Organic & Social Media Strategy: 

• Oversee the creation of content calendars and creative asset production in collaboration with content teams for social media growth and increased engagement.  

• Leverage trends and platform algorithms to grow organic digital footprints across social media platforms. 

• Create influencer marketing strategies and milestone  

 

2.5 Audience Development & Engagement: 

• Build digital communities around labels, catalogues, and artists. 

• Create strategies to enhance user retention and repeat engagement with music assets. 

• Analyze audience data to inform strategy and content planning. 

 

2.6 Reporting & Analytics: 

• Use analytics tools to report on campaign effectiveness and business impact. 

• Share insights and recommendations regularly with stakeholders. 

• Stay updated on industry trends, platform changes, and competitor strategies. 

• Create quarterly and annual reports on all digital marketing initiatives, learnings, growth insights and map all strategy with revenue targets and goals  

 

2.7 Team Leadership: 

• Build, manage, and mentor a small but enthusiastic digital marketing team  

• Provide clear direction and feedback; encourage innovation and initiative. 

• Collaborate cross-functionally with A&R, content, creative, and business teams to maximize the marketing impact.  

 

3. Must Haves: 

• 7-9 years of experience in digital marketing, preferably in the music, entertainment, or content industry. 

• Proven success in growing YouTube channels and managing ad budgets. 

• Strong grasp of digital platforms, content marketing, and music trends across languages. 

• Data-driven approach with fluency in tools like Google Analytics, YouTube Studio, Meta Ads Manager, etc. 

• Excellent leadership, communication, and project management skills. 

• Ability to balance creative instincts with commercial objectives. 

• Bonus: Experience in working with or promoting multilingual music catalogues. 

 

4. Good to Have: 

The ideal Digital Marketing Lead will embody the following values and traits: 

• Passion for Music: Deep love and appreciation for music across genres and languages. Understanding of regional and global music cultures would be a plus! 

• Self-Starter & Strategic Thinker: Takes initiative and ownership without waiting for direction. 

• Creative Meets Analytical: Brings big ideas to the table but backs them with data while constantly iterates and optimizes based on performance. 

• Team Player & Leader: A strong people manager who uplifts their team. 

• Outcome-Oriented: Focuses on impact, ROI, and moving the needle for business growth.