Social Audience Analyst [london]

Overview

The newly created Strategy and Insights division at Sony Music Entertainment UK is responsible for driving actionable insights to the business through data. The team focuses on three key pillars: Strategy, Audience, and Culture. This role supports Sony Music’s iconic labels – including Columbia, RCA, Commercial Group, Ministry of Sound, and Relentless – to deliver best-in-class activations and amplify artist and brand stories to connect with a global audience.

The Audience Analyst position sits within the Audience team and focuses on leveraging data from DSPs, social media platforms, and first-party sources to generate actionable insights on listener behaviour and demographics. The goal is to provide recommendations that help labels build successful campaigns, maximise revenue, and increase market share.

This role emphasises social media analytics, requiring a passion for understanding audiences through social data. The successful candidate will lead reporting on all social media activity (organic, earned, and influencer), benchmark campaigns, form recommendations, and identify emerging social media trends.

What you’ll do

• Social Media Analytics: Report and analyse social media activity to identify engagement drivers, provide campaign-level reporting and recommendations, working closely with the Insight team.
• Dashboard Development: Design, manage and automate dashboards or bespoke reporting solutions to guide decision makers, ensuring data integrity and report accuracy.
• KPI Development: Help define success metrics for social media marketing and ensure performance tracking is accessible within the business.
• Key Liaison: Work closely with the Digital & New Tech team, conducting analysis to support their department.
• Social Media Trend Reporting: Identify and analyse emerging social media trends and report findings to the business promptly.

Who you are

• Some experience as an analyst, preferably within entertainment or digital media sectors.
• Deep understanding of social media platforms and audience engagement.
• Preferred experience in music or social media industries, with knowledge of the music business and evolving digital landscape.
• Analytical mindset with the ability to identify trends in large datasets, creative problem-solving skills, and idea generation.
• Detail-oriented, excellent communicator, and enthusiastic collaborator.
• Strong data analysis skills, including familiarity with Excel functions such as VLOOKUP, INDEX MATCH, and pivot tables.
• Experience with PowerPoint and data analytics/visualisation software (e.g. Tableau, Alteryx, Power BI).
• Confidence in SQL and other data programming languages, with experience in relational databases.
• Knowledge of social media analytics tools such as Tubular or Brandwatch, and social listening tools.
• Up-to-date knowledge of all major social media platforms, trends, and digital strategies.
• Ability to work with technical teams to define business requirements for automated reporting systems.
• Passion for music and a desire to build a career in the industry.
• Ability to thrive in a fast-paced environment, manage multiple tasks, and meet deadlines.

What we give you

• Join a vibrant global community with the opportunity to channel your passion every day.
• A modern office environment designed to empower you to perform at your best.
• Investment in your professional growth and development to help you thrive.
• Space to accelerate progress, positively disrupt, and create what happens next.
• A platform to champion positive change, contributing to social impact, diversity, equity, and inclusion initiatives.
• An excellent range of benefits including private medical cover, a generous pension scheme, life assurance, income protection, plus music industry perks and time off over the winter break.

Equal Opportunities

Sony Music is committed to a diverse and inclusive workforce. We are an equal opportunity employer and support workforce diversity. Employment decisions are made based on merit, qualifications, competence, and talent without regard to sex, race, religion, origin, age, sexual orientation, marital status, medical condition, or disability.

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Please note that applicants must be at least 18 years of age.

Note: Posting is subject to change. Please refer to the career site for the latest availability (SBJ-G337).