Associate Director, Fan Engagement; CRM - Orchard

Associate Director, Fan Engagement (CRM) - The Orchard

United States, New York, New York

The Orchard is a leading full-service music distribution company operating in 48 markets worldwide and servicing top global independent artists and labels. With cutting-edge operations and an unparalleled global team, The Orchard partners with clients to provide full scale solutions across a variety of verticals. Championed by an exceptional community of music lovers and experts, The Orchard empowers creators to grow and evolve in the dynamic, global industry.

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

This role will grow and manage audiences for The Orchard distributed artists and labels, create promotions through direct marketing to support merch efforts and more. Review insights and analytics to produce creative messaging to fans through SMS and email campaigns.

CRM & Lifecycle Strategy

• Lead the development and execution of CRM strategies to engage fans throughout the full lifecycle — from acquisition to retention and conversion — across email, SMS, and emerging fan communication platforms.
• Drive strategy around CRM segmentation, automation, and personalization strategies that drive streaming, ticketing, D2C e-commerce growth and more, working in partnership with our internal Product, Design & Engineering teams to help guide future product features while also leveraging 3rd party partner tools.
• Partner with our Relationship Management, Global Paid Media & Growth Strategy, Brand Marketing and Marketing Strategy teams to continuously educate internal teams and clients on CRM best practices and ensure proper integration of CRM strategies into artist campaigns across the organization.
• Campaign Execution & Optimization
  • Own end-to-end execution of CRM campaigns, including planning, deployment, testing, and performance tracking.
  • Use audience insights and data analytics to continuously optimize cadence, content, and conversion performance.
  • Develop reporting frameworks to communicate campaign performance and actionable learnings internally & externally.
• E-Commerce & Conversion Marketing
  • Collaborate with e-commerce/D2C teams to design CRM campaigns that drive product discovery & sales conversions.
  • Implement cross-channel automation that connects fan data from merch stores, streaming platforms, and fan sign-ups.
  • Continuously test and refine email and SMS creative and strategy to maximize ROI across transactional campaigns.
• Oversee the strategic use of both proprietary tools and 3rd‑party CRM platforms (e.g., Laylo, Klaviyo, Salesforce, etc.).
• Identify opportunities to innovate with content, automation, fan segmentation, and data enrichment capabilities.
• Collaborate with Marketing Strategy, Relationship Management, Audience Development, Privacy and Product, Design and Engineering teams to ensure compliance with global privacy regulations with consumer CRM strategies and campaigns.
• Support VP, Audience Development and SVP, Business Development & Emerging Technology in evaluating & trialing new fan CRM technologies and tools.
• Continuously monitor & educate on emerging CRM trends not just within the Music business ecosystem, but across other verticals and industries (Gaming, Sports, TV/Movies, etc.).
• Cross‑Functional Collaboration
  • Partner closely with Marketing Strategy, Relationship Management, Audience Development, Privacy + Product, Design and Engineering teams to ensure CRM initiatives align with broader release & company goals.
  • Serve as a CRM thought leader and expert both internally across the organization and externally for artist and label partners, providing best‑practice guidance and data‑driven recommendations in partnership with Marketing Strategists.
  • Support VP, Audience Development in continuously educating marketers around the globe on CRM best practices specific to their local markets and cultures.

• 5+ years of CRM or lifecycle marketing experience within music/entertainment verticals, inclusive of e-commerce.
• Proven track record of driving measurable growth in fan or customer engagement through email and…