---
title: 'D2C Program Manager at Sony Music'
canonical: 'https://feeny.ai/job/d2c-program-manager-sony-music-shanghai-qt70pe4ghr6a'
type: 'job'
last_seen: '2026-11-11'
---

# D2C Program Manager at Sony Music

- **Company:** Sony Music
- **Location:** Shanghai, China
- **Posted:** 2026-07-16
- **Last confirmed live:** 2026-11-11
- **Apply:** https://job-boards.greenhouse.io/sonymusicentertainment/jobs/8630112002

## Job description

Sony Music China is building a new Direct-to-Consumer business to deepen artist-fan relationships and create new revenue streams beyond streaming.

The D2C Program Manager will lead the zero-to-one rollout of our WeChat Mini Program commerce platform, turning strategy into scalable execution across product launches, merchandising, fulfillment, CRM activation, and business performance.

What you'll do:

- Lead the end-to-end rollout of the WeChat Mini Program D2C business, from platform implementation through pilot campaigns and ongoing optimization.
- Coordinate cross-functional teams across Marketing, Digital, Artist Relations, Merchandise, Physical Products, Operations, Finance, and Legal to deliver launches on schedule.
- Drive e-commerce capabilities, CRM workflows, and customer journeys within the WeChat ecosystem to support acquisition, engagement, conversion, and retention.
- Build scalable operating processes for merchandising, inventory planning, fulfillment, customer service, logistics, and external vendor management.
- Manage manufacturing partners, 3PL providers, budgets, milestones, KPIs, and project risks, providing clear updates to senior management.
- Improve business performance through continuous optimization of conversion, average order value, customer retention, operational efficiency, user growth, GMV, and engagement.

Who you are:

- You have 5–8+ years of hands-on experience in D2C e-commerce or digital commerce operations, including launching and operating WeChat Mini Program commerce platforms.
- You have led zero-to-one e-commerce or digital business launches and know how to turn strategy into practical operating plans, processes, and results.
- You bring strong knowledge of CRM, customer lifecycle management, performance marketing, merchandising, fulfillment, logistics, inventory, and customer service operations.
- You are a strong cross-functional operator who can align internal stakeholders and external partners across technology, creative, commercial, legal, finance, manufacturing, and 3PL teams.

What we give you:

- You join an inclusive, collaborative and global community where you have the opportunity to fuel the creative journey
- A modern office environment designed to foster productivity, creativity, and teamwork
- We invest in your professional growth & development

## Equal Opportunities

As an active part of a culturally and socially diverse society, Sony Music’s aim is that our workforce is diverse and inclusive. Sony Music is an equal opportunity employer and supports workforce diversity.

We employ, retain, promote and otherwise treat all employees and job applicants according to their merit, qualifications, competence and talent. We apply this policy without regard to any individual’s sex, race, religion, origin, age, sexual orientation, marital status, medical condition or disability.

Privacy Policy

Please click [here](https://sonymusic.com.cn/%E9%9A%90%E7%A7%81%E6%94%BF%E7%AD%96%E5%A3%B0%E6%98%8E/) to read our privacy policy before beginning the application process as you will need to agree to the terms of the policy before submitting your information.

## About Sony Music

## Company Overview
- **One-liner**: Sony Music Entertainment is the recorded music and publishing arm of Sony Group, managing a global roster of artists and a vast catalog of music while operating one of the industry’s leading record labels and distribution platforms.
- **Entity Type**: Private (Wholly owned subsidiary of Sony Group Corporation)
- **Headquarters**: New York, New York, United States
- **Founded**: 1991 (as Sony Music Entertainment, following the acquisition of CBS Records)
- **Founders**: Not applicable (corporate division of Sony Group)

## Core Business
- **Primary industry**: Music – Recorded music, music publishing, artist services, and distribution.
- **Target customers**: B2B (streaming services, advertisers, film/TV studios); B2C (music fans via streaming, live events, merchandise); Enterprise (brand partnerships, sync licensing).
- **Mission statement**: “To shape what is coming next in music, technology, and culture” and “entertain and move people.”

## Products & Services
- **Record Labels (Columbia, Epic, RCA, Arista Nashville, etc.)**: A&R, recording, marketing, and promotion of artists across all genres.
- **Music Publishing (Sony Music Publishing)** : Administration of song rights, sync licensing, and songwriter development.
- **Distribution & Artist Services (The Orchard, AWAL)** : Digital distribution, marketing, and global reach for independent artists and labels.
- **Direct-to-Consumer (D2C)**: Merchandising, fan engagement platforms, and e‑commerce (Three Ten Merch, The Merch Collective).
- **Podcasting & Content**: Original podcast production and ad sales (Global Podcasting division).
- **Film & TV Sync**: Licensing music for media (SyncShop, Business & Legal Affairs teams).

## Market Standing
- **Valuation / Market Cap**: Not disclosed (private subsidiary); Sony Group Corporation’s music segment reported revenue of approximately ¥1.6 trillion (~$10.6 billion) for FY2024 (ended March 2025).
- **Key Metric**: Annual Revenue (music segment) – ~$10.6 billion (FY2024) – as reported by Sony Group.
- **Notable Investors / Partners**: Parent company Sony Group Corporation; strategic partnerships with streaming platforms (Spotify, Apple Music, YouTube Music), film studios, and global brands.
- **Growth Signals**: Continued expansion through acquisitions (AWAL, Alamo Records, Somethin’ Else); growing podcast and D2C revenue; investment in emerging technology (AI, immersive audio); global headcount of thousands with active hiring across 20+ countries.

## Competitive Advantages
- **Vast, iconic catalog**: Ownership of the world’s largest music catalog (over 5 million songs) and rights to legendary artists (Bob Dylan, Bruce Springsteen, Queen, etc.).
- **End‑to‑end artist ecosystem**: From A&R and recording to publishing, distribution, merchandise, and sync – all under one roof.
- **Global scale & Sony synergy**: Access to Sony’s electronics, gaming (PlayStation), and entertainment divisions for cross‑promotion and technology innovations.
- **Deep industry relationships**: Long‑standing ties with streaming services, radio, live events, and media partners.

## Strategic Focus
- **Digital transformation**: Expanding direct‑to‑consumer channels, fan‑data analytics, and personalized experiences.
- **Emerging technology**: Investment in AI‑assisted music creation, spatial audio, and virtual concerts.
- **Global growth**: Strengthening presence in high‑growth markets (India, Latin America, Africa) via local labels and partnerships.
- **Diversified revenue**: Growing non‑streaming income through sync licensing, brand partnerships, podcasting, and live events.

## Why Work Here
- **Culture**: “Honour the creative journey” – a collaborative, creative environment that values insight, integrity, and imagination.
- **Career development**: Award‑winning 12‑month paid internship programs, global mobility, and internal learning opportunities.
- **Remote / Hybrid / Office**: Roles are posted for both in‑office (New York, Nashville, Los Angeles, London, Mumbai, Warsaw) and remote positions – policy varies by team and function.
- **Perks**: Competitive compensation, benefits, access to a global music community, and the chance to work directly with top artists.
- **Engineering & Data**: Growing data analytics, security, and engineering teams (e.g., Label Analytics, Cyber Security, Automation) – tech roles are integrated into a creative business.

## Sources
1. [Sony Music Global Job Board (Greenhouse)](https://job-boards.greenhouse.io/sonymusicentertainment/jobs/8239876002)
2. [Sony Music Careers](https://careers.sonymusic.com/jobs/)
3. [Inside Sony Music – Introducing Sony Music Careers](https://www.sonymusic.com/inside-sony-music/introducing-sony-music-careers/)
4. [Careers FAQ – Sony Music Careers](https://careers.sonymusic.com/how-we-hire/frequently-asked-questions/)
5. [Sony Music UK – Careers](https://www.sonymusic.co.uk/careers/)

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