Senior Director, Strategic Marketing (Brand Partnerships) - AWAL

About Sony Music Entertainment At Sony Music Entertainment, we fuel the creative journey. We’ve played a pioneering role in music history, from the first-ever music label to the invention of the flat disc record. We’ve nurtured some of music’s most iconic artists and produced some of the most influential recordings of all time.

Today, we work in more than 70 countries, supporting a diverse roster of international superstars, developing and independent artists, and visionary creators. From our position at the intersection of music, entertainment, and technology, we bring imagination and expertise to the newest products and platforms, embrace new business models, employ breakthrough tools, and provide powerful insights that help our artists push creative boundaries and reach new audiences. In everything we do, we’re committed to artistic integrity, transparency, and entrepreneurship.

Sony Music Entertainment is a member of the Sony family of global companies. AWAL is seeking a dynamic and passionate Senior Director of Strategic Marketing to lead the development, negotiation, and execution of innovative brand partnership opportunities across AWAL’s artist roster. This role will serve as a key connector between artists, managers, brands, agencies and internal teams to create culturally relevant campaigns that drive revenue, audience growth, and long-term artist brand value.

The ideal candidate is a highly connected business development leader with deep experience in music, entertainment, lifestyle marketing, and integrated partnerships. This individual should possess strong negotiation skills, a passion for artist development, and a proven ability to create meaningful collaborations between brands and culture-driving talent.

What You'Ll Do

: Brand Partnership Strategy Develop and execute AWAL’s overall brand partnerships strategy in alignment with company growth objectives and artist priorities. Identify, source, and secure new partnership opportunities across categories including fashion, technology, gaming, automotive, beverage, consumer goods, wellness, sports, and social platforms. Generate sponsorship, endorsement, experiential, content, and integrated marketing opportunities for AWAL artists and campaigns.

Build custom partnership proposals and revenue-generating programs tailored to artists, releases, tours and cultural moments. Relationship Management Cultivate and maintain senior-level relationships with brands, agencies, media partners, marketing executives, philanthropic organizations and other strategic partners. Serve as the primary point of contact for brand-related opportunities across AWAL’s roster.

Work closely with artist managers, attorneys, and internal stakeholders to ensure alignment on partnership execution. Campaign Execution Lead end-to-end partnership execution from ideation and negotiation through activation and reporting Collaborate with marketing, creative, digital, sync and publicity teams to execute integrated campaigns. Ensure all partnerships authentically align with artist brands, audiences, and long-term career strategy.

Oversee timelines, budgets, approvals, contractual obligations, and performance metrics. Market Insights & Innovation Stay ahead of emerging trends across music, creator economy, social media, live experiences, and brand marketing. Identify innovative formats and nontraditional partnership opportunities that position AWAL as a leader in artist-brand collaboration.

Use data and audience insights to inform partnership strategy and campaign effectiveness.

Who You Are

: 8–10+ years of experience in brand partnerships, strategic marketing, business development, sponsorships or integrated marketing within music, entertainment, media, sports, or agency environments. Proven track record of securing and executing high-value partnerships and sponsorship deals. Deep understanding of music culture, artist marketing, digital platforms, and the brand/entertainment ecosystems.