Associate Director, Audience Development - The Orchard

About the role

The Orchard is a leading global music distributor and Artist & Label services company operating in 50+ markets worldwide. The Orchard empowers creators and businesses to grow and adapt in the dynamic global music industry. We are seeking an experienced and innovative Associate Director of Audience Development to join our New York-based Marketing Strategy & Audience Development team.

Responsibilities

• Lead the day-to-day strategy and hands-on execution of first-party fan data acquisition campaigns (email & SMS), with a particular focus on building high-intent email and SMS audiences that can be converted into e-commerce merchandise buyers & beyond.
• Partnering closely with our Marketing Strategists, you’ll lead the day-to-day development and execution of strategies that grow artists’ first-party fan audiences across email & SMS.
• Use data to identify the right value exchange for each audience, including exclusive content, early merchandise access, contests, ticket presales, live-event activations and other fan experiences.
• Develop scalable acquisition frameworks & benchmarks that can be adapted across artists, genres, & campaign types.
• Support our Marketing Strategists by owning the end-to-end execution of fan acquisition campaigns, including campaign planning, audience strategy, platform setup, landing pages, sign-up flows, testing, launch and performance reporting.
• Collaborate with Marketing Strategy & Global Paid Media teams to develop and optimize impactful paid lead-generation campaigns across Meta, TikTok and other relevant platforms.
• Establish testing frameworks and best practices across landing pages, forms, incentives, messaging and acquisition channels to improve both the volume and quality of acquired fans.
• Partner with D2C, CRM and Marketing Strategy teams to connect your acquisition campaigns to downstream product discovery, sales conversion and repeat-purchase opportunities.
• Use transactional and behavioral data to identify the channels, campaigns and fan segments most likely to generate merchandise revenue.
• Develop reporting frameworks that connect fan acquisition activity to downstream engagement, streaming, ticketing and e-commerce outcomes.
• Define campaign KPIs and benchmarks across acquisition channels, markets, artists and campaign types.
• Analyze fan behavior to identify high-value audience segments, acquisition sources and conversion patterns.
• Translate performance data into clear, actionable recommendations for internal teams, artists and label partners.
• Oversee the strategic use of proprietary and third-party audience acquisition tools, landing-page platforms and CRM integrations.
• Identify opportunities to improve fan sign-up experiences, progressive data collection, audience segmentation, consent management and data enrichment.
• Partner with Product, Design & Engineering teams to help guide the development of tools and features that improve first-party data acquisition and measurement.
• Collaborate with Marketing Strategy, Relationship Management, Fan Engagement & CRM, Privacy and Product, Design & Engineering teams to ensure acquisition campaigns comply with global privacy and consent requirements.
• Support the Vice President, Audience Development in evaluating and testing new fan acquisition technologies, platforms and partners.
• Monitor emerging audience-development trends within music and across industries such as gaming, sports, television, film and retail.

Requirements

• 5+ years of audience development, digital marketing, fan acquisition, growth marketing or related experience within music, entertainment or another consumer-focused industry, including e-commerce experience.
• Proven track record of growing first-party email and SMS audiences and connecting that growth to measurable business outcomes.
• Hands-on experience developing and executing lead-generation campaigns across paid, organic, artist-owned and partner channels.
• Experience with audience and marketing platforms such as Klaviyo, Laylo, Salesforce, Braze or similar tools, as well as e-commerce platforms like Shopify.
• Understanding of conversion funnels, landing-page optimization, audience targeting, A/B testing and customer acquisition economics.
• Deep understanding of first-party data strategy, including value exchange, audience segmentation, consent management and data privacy best practices such as GDPR and CCPA.
• Strong analytical skills, with experience using dashboards and KPI reporting to evaluate acquisition quality and downstream conversion.
• Excellent communicator and collaborator who can advise multiple stakeholders and translate complex audience strategies into clear, actionable plans.
• Comfortable balancing strategic planning with detailed, hands-on campaign execution.
• Passionate about music, fan behavior, e-commerce and the use of technology to build lasting artist-fan relationships.
• Intrinsically motivated to find new and exciting ways to identify and acquire music fans, with a curious mindset and a strong desire to test, learn and scale successful approaches.

Benefits

• A modern office environment designed to foster productivity, creativity, and teamwork empowering you to bring your best.
• An attractive and comprehensive benefits package including medical, dental, vision, life & disability coverage, and 401K + employer matching.
• Voluntary benefits like company-paid identity theft protection and resources for pets, mental health and meditation resources, industry-leading fertility coverage, fully paid leave for childbirth or bonding, fully paid leave for caregivers, programs for loved ones with developmental disabilities and neurodiversity, subsidized back-up child and elder care, and reimbursement for adoption, surrogacy, tuition, and student loans.
• Investment in your professional growth and development enabling you to thrive in our vibrant community.
• Time off for a winter recess.

Pay

The anticipated annual base salary for this role is $85,000—$100,000 USD.