Associate Director, Marketing, India & South Asia

Associate Director, Marketing, India & South Asia at Sony Music Entertainment

This is a newly created leadership role with a mandate to design and execute a future-forward marketing framework while driving the adoption of The Orchard’s Enhanced Suite of Services across India and South Asia, in alignment with the global rollout strategy. It sits at the intersection of marketing, creativity, culture, and music, with a clear objective to drive value, scale, relevance, and long-term impact for artists, labels, and partners. In this role, you will be expected to introduce creative marketing with a long-term vision to branch out sub verticals within the function, each with its own revenue line.

What you'll do:

• Lead and drive marketing excellence across artists, labels, and services, aligned with The Orchard’s global strategy.
• Design and execute scalable marketing frameworks that support artist discovery, audience growth, and long-term career building.
• Build, manage, and deepen strategic partnerships with DSPs, radio, television, OTT platforms, production houses, and key media stakeholders.
• Conceptualize and deliver culturally resonant, high-impact campaigns that drive relevance, discovery, and growth.
• Own and lead DSP relationships, identifying innovative marketing and content opportunities for both international and local artists and labels.
• Create and scale co-marketing, sponsorship, and cross-promotional initiatives with brands, platforms, and ecosystem partners.
• Work closely with internal teams including A&R, commercial, and global marketing to break artists locally first and scale them internationally.
• Represent The Orchard at key industry forums, panels, and international platforms as a regional marketing and culture leader.
• Work the Local & global Label Management teams to consult on music marketing.
• Bring in ancillary revenue opportunities from Brands & Sync for our partnered labels.
• Design marketing strategy in India for international music / artists from the company roster visiting India.
• Train the team on adopting new age tech tools pertaining to creatives, automation & data intelligence.
• Track key trends on social media and pivot music campaigns to generate relevance followed by digital consumption.

Who you are:

• 14+ years of marketing experience with a strong track record in brand building and innovative campaign execution.
• Industry Experience not limited to alcohol beverages, music, entertainment, film production, OTT, consumer or consumer tech industries, media agencies, automobiles, banking and Broadcasting domain.
• Proven expertise in brand strategy, audience engagement, fan building, digital and social marketing ecosystems.
• Demonstrated success in building high-value partnerships with artists, labels, platforms, and brands with astute data driven approach.
• Deep understanding of the music and entertainment landscape, audience behavior (with strong sensitivity to youth culture), and emerging technologies.
• Genuine passion for music, culture, and creative storytelling, with the ability to translate insights into measurable impact.
• Entrepreneurial team leader with the ability to ideate, build, and execute end-to-end marketing strategies.
• Creative marketer with a strong instinct for new-age music marketing and disruptive, culturally relevant partnerships.
• Ability to navigate a complex and fast-moving marketplace with speed, clarity, and precision.
• Strong understanding of evolving music, media, and content consumption trends across platforms.
• Strategic thinker who can work backwards from platform insights and audience data to content and marketing execution.
• Proven ability to amplify brand image through innovative, culturally relevant social and digital strategies aimed at moving music cross borders.
• Strong instinct for identifying emerging sounds, artists, and cultural movements early—and breaking them globally through a blended marketing and A&R approach.
• Ability to work seamlessly with global stakeholders across 45+ international offices.
• Strong conviction and influence to guide artists and labels on the importance of storytelling, fan-building, and long-term audience engagement as core growth strategies.
• Quick learner with an ability to go granular and deliver tangible results.

What we give you:

• You join a vibrant global community with the opportunity to channel your passion every day.
• A modern office environment designed for you, empowering you to bring your best.
• Investment in your professional growth and development enabling you to thrive in our vibrant community.
• The space to accelerate progress, positively disrupt and create what happens next.
• We give you the platform to champion positive change, with the opportunity to contribute to our social impact, diversity, equity and inclusion initiatives.

Key skills/competency:

• Marketing Strategy
• Brand Building
• Campaign Management
• Digital Marketing
• Partnership Development
• Audience Engagement
• Music Industry Expertise
• Social Media Marketing
• Team Leadership
• Data Intelligence