Associate Director, Fan Engagement (CRM)

About This Role

This role will lead the development and execution of CRM strategies to engage fans throughout their lifecycle, from acquisition to retention, for The Orchard's distributed artists and labels. The position focuses on optimizing direct marketing efforts through email and SMS campaigns to support streaming, ticketing, and e-commerce growth.

Responsibilities

• Lead the development and execution of CRM strategies across email, SMS, and emerging fan communication platforms.
• Drive strategy around CRM segmentation, automation, and personalization to boost streaming, ticketing, and D2C e-commerce.
• Partner with internal teams (Product, Design & Engineering, Relationship Management, Global Paid Media & Growth Strategy, Brand Marketing, Marketing Strategy) to integrate CRM strategies into artist campaigns.
• Own end-to-end execution of CRM campaigns, including planning, deployment, testing, and performance tracking.
• Use audience insights and data analytics to continuously optimize campaign cadence, content, and conversion performance.
• Develop reporting frameworks to communicate campaign performance and actionable learnings.
• Collaborate with e-commerce/D2C teams to design CRM campaigns that drive product discovery and sales conversions.
• Oversee the strategic use of proprietary and 3rd-party CRM platforms (e.g., Laylo, Klaviyo, Salesforce).
• Identify opportunities to innovate with content, automation, fan segmentation, and data enrichment capabilities.
• Ensure compliance with global privacy regulations in consumer CRM strategies and campaigns.
• Support evaluation and trialing of new fan CRM technologies and tools.
• Monitor and educate on emerging CRM trends within and outside the music business ecosystem.

Requirements

• Proven track record of driving measurable growth in fan or customer engagement through email and SMS.
• Hands-on experience with CRM platforms (e.g., Klaviyo, HubSpot, Salesforce, Braze) and e-commerce integrations (Shopify, Shopify Plus).
• Deep understanding of first-party data strategy, including audience segmentation, consent management, and data privacy best practices (GDPR, CCPA).
• Strong analytical skills with experience using data dashboards, A/B testing, and KPI reporting to inform strategy.
• Excellent communicator and collaborator with experience advising multiple stakeholders and creative teams.
• Passion for music, fan behavior, and leveraging technology to build lasting artist-fan relationships.

Qualifications

• 5+ years of CRM or lifecycle marketing experience within music/entertainment verticals, inclusive of e-commerce.

Skills

* Required skills

Benefits