Director of Audience Development

Director, Audience Development

Business Unit: Big Machine Label Group

Department: BMLG Marketing

Reports to: Head of Marketing

Location: Nashville, TN

Schedule: M-F, 9am-6pm, Occasional nights/weekends

Compensation: Full-Time | Salary | Exempt

About Big Machine Label Group:

Led by Founder, President and CEO Scott Borchetta, the Big Machine Label Group encompasses Big Machine Records, The Valory Music Co., NHRE, Big Machine Rock, and publishing company Big Machine Music.

Job Summary:

The Director, Audience Development will serve as the team lead for BMLG’s Audience Development division, overseeing all influencer marketing and fan engagement strategies. This role is responsible for developing and executing high-impact creator-marketing activations, fostering fan communities, and designing audience growth strategies to drive artist development, streaming, and direct-to-consumer (D2C) revenue.

This role will play a critical function in building superfan engagement, increasing retention, and optimizing data-driven audience strategies that enhance monetization opportunities across BMLG’s roster. The Director will own the vision, strategy, and execution of creator marketing and fan community activations, ensuring alignment with broader marketing, digital, and commercial goals.

Essential Job Functions:

• Lead and develop the Audience Development team, ensuring efficient execution of influencer and fan engagement strategies
• Oversee all creator marketing campaigns and digital fan engagement initiatives, optimizing for streaming conversion, retention, and D2C growth
• Identify and execute audience growth strategies that improve first-party data collection, enabling improved fan targeting and monetization
• Develop ROI-driven frameworks to measure campaign effectiveness, adjusting strategies to maximize engagement and revenue impact
• Own the strategy, planning, and execution of creator marketing campaigns, leveraging influencers to drive artist development and fan acquisition
• Manage relationship with top-tier digital creators, influencer agencies, and community leaders, ensuring strong partnerships that align with artist goals
• Develop and execute paid and organic influencer activations, balancing cost-efficiency with maximum reach and engagement
• Drive creator-led content strategies, ensuring alignment with platform trends and audience behaviors to enhance virality and organic reach
• Expand community-driven marketing initiatives, including fan clubs, digital community groups, SMS/email engagement, and social-first activations
• Optimize first-party data acquisition, using audience segmentation to enhance targeting, engagement, and conversion rates
• Develop KPI benchmarks and reporting frameworks, tracking engagement, retention, and campaign effectiveness
• Optimize audience funnel strategies across social, streaming and D2C, ensuring higher fan lifetime value
• Use data-driven insights to refine and improve creator marketing, influencer spend, and fan acquisition efforts

Other Duties:

Please note this job description is not designed to cover or contain a comprehensive listing of activities, duties or responsibilities that are required of the employee for this job. Duties, responsibilities and activities may change at any time with or without notice.

Required Experience & Qualifications:

• 5 years of experience in digital marketing, influencer strategy, or audience development in music or media
• Proven success in building and executing creator marketing and fan engagement strategies that drive measurable audience and revenue growth
• Strong expertise in influencer ecosystems, creator partnerships, and fan-driven social engagement strategies
• Experience with first-party data acquisition, audience segmentation, and community growth strategies
• Deep knowledge of TikTok, Snap, Meta, YouTube, Discord, Community, and emerging fan engagement platforms
• Ability to analyze ROI-driven marketing performance metrics, optimizing campaigns for growth and monetization
• Leadership experience with direct management and cross functional collaboration

Required Skills:

• Strategic thinker with a focus on audience growth and retention
• Strong analytical skills, capable of tracking KPIs and campaign performance
• Excellent communication and relationship-building skills, particularly with influencers, artists, and internal stakeholders
• Creative problem solver with a data-driven mindset
• Passion for music, fan culture, and audience development

Education:

• Bachelor’s Degree in Music Business, Project Management, or related field a plus, but not required.

Supervisory Responsibilities:

Leads the Audience Development team, including Managers, Specialists, and Coordinators.

Travel Required:

5-10%

Big Machine Label Group is an equal opportunity employer, and all qualified applicants will receive consideration for employment without regard to race, color, religion, age, sex, national origin, disability status, genetics, protected veteran status, sexual orientation, gender identity or expression, or any other characteristic protected by federal, state or local laws.