Associate Director, Audience Development - The Orchard

About The Orchard:

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 specialize in being artist focused, blending industry expertise and technology, leveraging data to drive success, and providing streamlined digital and physical distribution solutions. The Orchard’s comprehensive artist & label services offerings include marketing, sync licensing, premium video services, transparent data analysis, advertising, rights management, radio promotion, D2C, and more.

The Orchard focuses on providing a comfortable, social, and engaging environment to encourage productivity and creativity.

We are seeking an experienced and innovative Associate Director of Audience Development to join our New York-based Marketing Strategy & Audience Development team. This role will 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.

Reporting to the Vice President, Audience Development, this role combines strategic thinking, hands-on campaign execution and data-driven performance optimization. You’ll leverage proprietary technology, paid and organic marketing channels, live events and third-party audience tools to deliver measurable growth for artists and label partners across multiple genres and career stages.

Please note:

This is a hands-on role that will occasionally require evening or weekend work to support priority releases & live events.

• Office- first role, in office 4 days a week.

• 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.
• Partner closely with the Associate Director, Fan Engagement & CRM to ensure newly acquired fans enter CRM lifecycle journeys and receive a cohesive experience from initial sign-up through conversion and retention.

• 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, Tik Tok 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.
• Collaborate with the Associate Director, Fan Engagement & CRM to build clear handoff strategies that move newly acquired fans into personalized welcome, nurture and conversion journeys.
• Collaborate with the Associate Director, Fan Engagement & CRM and Global Paid Media to evaluate acquisition performance beyond initial sign-up volume, using metrics such as cost per acquired fan, subscriber quality, engagement, first-purchase conversion, revenue per acquired fan and return on investment.

• Develop reporting frameworks that connect fan acquisition activity to downstream engagement, streaming, ticketing and e-commerce outcomes.
• Define campaign KPIs and…