The Audience Development Executive grows and deepens the audience for Sony Music's C-POP and J-POP repertoire across Taiwan, Hong Kong and Southeast Asia. You will own how fans find our artists, how they move from a first stream to a committed fan, and how we understand and act on what those audiences tell us.

C-POP and J-POP are two of the fastest-moving parts of our regional business, with releases and campaigns increasingly running across several markets at once and audience behaviour that differs sharply between the two. This role is the connective tissue: setting audience strategy per artist and per release, coordinating rollout across markets, and turning streaming, social and first-party data into decisions the marketing teams can act on. Success looks like measurable audience growth market by market, a healthier conversion from casual listener to superfan, and a release calendar for both repertoires that runs as one regional plan rather than several disconnected ones.

The role is based in Taiwan, and covers Hong Kong, Taiwan and Southeast Asia (SEA). You will sit within Hong Kong, Taiwan and Southeast Asia (SEA) International Marketing community, reporting to the Director, International Marketing in Hong Kong and working closely with the Head of Creative, Southeast Asia, ensuring regional creative alignment while executing tailored campaigns locally.

What you'll do

Own audience strategy for C-POP and J-POP repertoire

Develop and deliver audience development plans for priority C-POP and J-POP artists, releases and catalogue across Taiwan, Hong Kong and Southeast Asia, with clear objectives for audience growth, retention and conversion.
Segment and size audiences by market, identifying where an artist is over- or under-indexed and where the realistic growth is, then shape campaign priorities and budget recommendations around that.
Build the discovery-to-superfan funnel for each project: map how listeners enter, what moves them deeper, and where they drop out, and design interventions at each stage.
Own the audience narrative for both repertoires in regional planning sessions, bringing a clear point of view backed by data to marketing, creative, commercial and repertoire centre stakeholders.
Recognise where C-POP and J-POP audiences behave differently, in discovery route, fandom structure, spending patterns and platform preference, and build strategies that reflect those differences rather than applying one regional template to both.

Grow audiences on DSPs and across the streaming ecosystem

Work with digital service partners including Spotify, Apple Music, YouTube Music, LINE MUSIC, JOOX, KKBOX and regional platforms on pitching, editorial support, on-platform programming and audience-growth opportunities across both repertoires.
Drive playlist strategy across owned, editorial and algorithmic surfaces, including Filtr and other in-house playlist brands, and track how placement translates into sustained audience rather than a single-week spike.
Partner with the digital marketing and media buying teams to align paid audience targeting with organic audience strategy, so spend is directed where it compounds.
Monitor the creator and short-form ecosystem, identifying tracks and moments gaining traction and working with creative and digital teams to amplify them quickly.
Track and act on the discovery routes specific to J-POP in this region, including anime, film and game sync, tour and event moments, and catalogue resurgence, and convert those spikes into retained audience.

Build first-party data and superfan capability

Grow first-party data capture across C-POP and J-POP campaigns, working with local teams to embed sign-up and data collection into releases, tours, fan events and D2C moments.
Turn first-party data into usable audience segments for CRM, direct-to-consumer and superfan activity, and support markets in activating those segments responsibly.
Identify and develop superfan opportunities that deepen the relationship with the most engaged part of each artist's audience, and support the commercial cases that sit behind them.