At Sony Music Entertainment Canada Inc., we fuel the creative journey. We have played a pioneering role in music history, from the first-ever music label to the invention of the flat disc record. We have 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 60 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 are committed to artistic integrity, transparency, and entrepreneurship. Sony Music Entertainment Canada Inc. is a member of the Sony family of global companies.
Reports to: Director, Commercial Partnerships & Audience Intelligence
Work Location: Liberty Village, Toronto
Salary Grade: 30
Salary Range: $60,000 to $75,000 CAD
Job Type: Full Time, Permanent
Work Arrangement: At least four (4) days/week onsite, 37.5 hours a week
The Specialist, Audience Intelligence supports Sony Music Canada's audience insights function, delivering data-driven intelligence that informs campaign planning, audience growth, fan engagement, and direct-to-consumer strategy across the organization.
This role focuses on transforming audience, streaming, social, and commerce data into actionable insights that support artist development, release strategy, CRM initiatives, and fan monetization opportunities.
The Specialist plays a critical role in measuring release and campaign performance, uncovering audience trends, and building a more unified view of the fan journey from streaming discovery and social engagement through to owned-channel interaction and commerce conversion.
This is a highly collaborative role for an analytically driven individual who is passionate about music, fan behaviour, and the evolving music data and distribution ecosystem.
The Role
The Specialist, Audience Intelligence will:
Analytics & Audience Insight Development
- Collaborate with Commercial Partnerships, Marketing, A&R, the Executive team, and Audience Intelligence teams with real-time insights to inform artist signings, campaign planning, optimization, and post-campaign analysis.
- Collect, analyze, and interpret audience data across streaming platforms, physical sales, social media, paid media, CRM, and D2C commerce channels.
- Conduct deep-dive analyses into audience behavior, fan demographics, psychographics, and engagement trends to support targeting and segmentation strategies.
- Identify emerging audience opportunities, cultural trends, and high-value fan segments that can inform artist marketing and growth strategies.
- Release forecasting and audience trend analysis for domestic and international frontline and catalogue priorities.
- Deliver ad-hoc analysis to support the needs of the business, assist with other projects, and process improvement initiatives as required.
D2C, CRM & Fan Lifecyle Intelligence
- Lead audience measurement and performance reporting across Sony Music Canada's direct-to-consumer ecosystem, CRM programs, and owned fan acquisition initiatives.
- Analyze customer behavior, conversion trends, retention, and purchase activity to inform D2C strategy and optimization.
- Develop frameworks that map audience pathways between streaming engagement, social interaction, CRM acquisition, and commerce conversion.
- Partner with digital and marketing teams, and D2C stakeholders to identify opportunities for fan acquisition, audience re-engagement, lifecycle marketing, and conversion growth.
Reporting, Visualization & Operational Excellence
- Build and evolve scalable dashboards, KPI scorecards, and reporting frameworks tracking campaign performance, audience growth, streaming trends, CRM engagement, and D2C performance.
- Translate complex datasets into clear, actionable business intelligence for both technical and non-technical stakeholders.
- Assist with funding requests (e.g., Ontario Music Investment Fund), support new business development, and handle ad hoc data or reporting requests from key departments.
Qualifications:
- 4-6 years of experience in analytics, digital marketing, audience insights, or performance reporting (music, entertainment, media, or e-commerce preferred).
- Proficiency in analytical languages such as SQL and/or Python is considered a strong asset.
- Experience with analytics and BI tools, including Alteryx, Tableau, Power BI, and Shopify analytics.
- Experience with music and audience platforms, including Luminate, Spotify for Artists, Apple Music For Artists, Amazon Music For Artists, YouTube Analytics, and Chartmetric.
- Strong analytical and quantitative skills with experience working across multiple datasets.
- Strong communication skills with the ability to translate data into actionable business insights.
- Highly organized, detail-oriented, and collaborative with strong follow-through.
- Passion for music, fan culture, digital platforms, and audience behavior.
What We Give You:
- A modern, diverse, and innovative work environment.
- An investment in your learning & development.
- An excellent range of benefits, including health and dental group insurance, life insurance, short and long- term disability plans, group RRSP Pension plan, tuition reimbursement, an EAP program, and Health and Lifestyle Benefit Plan.
- Winter recess (office closure Christmas through New Year's).
Sony Music Entertainment Canada Inc., is committed to Employment Equity and maintaining a diverse workforce. Job applicants with a disability who require reasonable accommodation for any part of the application or hiring process can contact our People Experience team. Reasonable accommodation will be determined on a case-by-case basis, and your request will be responded to as soon as possible.
