Summary
Overview
Work History
Education
Skills
Websites
Timeline
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Earl Peterson

Earl Peterson

Millburn,NJ

Summary

As the Director of Marketing at the legendary Blue Note Jazz Club, I spearhead strategic initiatives encompassing seasonal and trend-driven campaigns, social media outreach, online advertising, audience cultivation, CRM management, and digital activations. In my capacity, I oversee team operations, establish strategic priorities, and foster collaboration with internal stakeholders and external partners to foster growth opportunities and drive long-term success for the Blue Note Jazz Club.

My passion for iconic music catalogs is matched by a profound knowledge of jazz, rock, hip-hop, pop, K-pop, R&B, and other genres, allowing me to infuse our marketing efforts with a rich understanding of musical history and contemporary trends.

Overview

8
8
years of professional experience

Work History

Director of Marketing

Blue Note Jazz Club
New York, New York
12.2023 - Current
  • Oversee the development and management of the Blue Note brand identity, ensuring brand consistency across all marketing channels and touchpoints
  • Define the brand's value proposition, messaging, and positioning
  • Create multi-channel marketing and manage all PR and communication strategies
  • Develop and manage local and national digital marketing plans across Meta, Google, YouTube, and TikTok
  • Curate influencers and develop custom marketing executions across Spotify and TikTok
  • Curate brand programming and playlisting across Apple Music and Spotify
  • Develop and oversee all Blue Note marketing collateral material
  • Develop all email marketing and SMS notification marketing plans
  • Create and manage all fundraising initiatives
  • Develop and execute integrated marketing communication plans to effectively promote the clubs nightly performances and festivals
  • Manage advertising, public relations, digital marketing, content marketing, social media, and other communication channels
  • Drive the company's digital marketing efforts, including website strategy and optimization, search engine marketing (SEM), search engine optimization (SEO), email marketing, social media marketing, and other digital initiatives
  • Establish and monitor key performance indicators (KPIs) to track the effectiveness of marketing campaigns and initiatives
  • Utilize data analytics and insights to drive data-driven decision-making and continuous improvement
  • Foster a collaborative and innovative culture within the marketing department
  • Collaborate with cross-functional teams to drive alignment and achieve business objectives
  • Develop and manage the marketing budget, ensuring optimal allocation of resources across various marketing activities
  • Monitor expenses and provide regular reports on the return on investment (ROI) of marketing initiatives
  • Stay abreast of industry trends, market dynamics, and competitive landscape
  • Conduct market research and analysis to identify customer needs, market opportunities, and competitive threats
  • Provide insights and recommendations to senior management
  • Collaborate with internal stakeholders, such as senior executives and programming teams, to align marketing strategies with overall business objectives
  • Build and maintain relationships with jazz musicians, artist management, record labels, media partners, advertising agencies, vendors, and industry influencers
  • Ensure compliance with legal and regulatory requirements in marketing activities, including advertising, data privacy, and intellectual property
  • Maintain brand governance and guidelines for consistent brand representation.

Manager, Digital Marketing

Sony Music, Legacy Recordings
New York, New York
09.2021 - 12.2023
  • Partner & collaborate closely with Artists, Influencers, A&R, Content, Merch, Sync (Movie & TV), Sales, and Licensing teams at Legacy Recordings to develop digital media campaigns for catalog artists including Miles Davis, Whitney Houston, AC/DC, Billy Joel, Beyonce, Mariah Carey, and Elvis
  • Manage the development and execution of digital marketing plans for artist releases
  • Work with the A & R team to organize assets (audio, artwork, and metadata) for physical manufacturing of anniversary and exclusive vinyl/cassette/cd releases
  • Partner with in-house and 3rd party designers regarding print specifications and packaging specifications for album releases and merch
  • Maintain strong relationships with artist management and artists to be viewed as a resource for best practices and implementing digital marketing strategies
  • Develop relationships with new marketing avenues to create partnerships and opportunities
  • Work cross-departmentally to coordinate online initiatives and promotions for your artists
  • Manage label partner relationships with accounts to maximize artists reach
  • Oversee and manage influencers as well as influencer strategies to increase artist reach
  • Assist with the creation, build, and editing of online properties where applicable (Facebook, Twitter, YouTube, Instagram, TikTok, official website and other sites appropriate to artists and label)
  • Drive social media growth for all artists through increased engagement, activity, and relevant content posts
  • Curate artist and label playlists across Spotify and Apple Music
  • Develop targeted strategies for artists’ video channels with the streaming/sales teams
  • Build and manage an artist’s owned audience by increasing data capture across all mediums
  • Conceive, budget, and effectively execute digital paid media campaigns with Artist Development teams and Media Planners/Buyers
  • Work as a liaison to third party marketing companies when applicable
  • Work with in-house & third-party content creators to conceptualize & complete lyric videos, portraits & live photos, 3D animations, short form content for social media, video series, etc
  • Manage live-stream set-ups, recording, and executions with the in-house content and creative teams
  • Actively participate in team meetings, discussions and planning activities
  • Assist in analyzing online promotions and campaign sales impacts, consumer trends, etc
  • Manage artist budgets and invoicing.

Senior Traffic Manager, Podcasts

Spotify
New York, New York
12.2019 - 09.2021
  • Worked cross-functionally with Project Management, Content, Engineering, and Sales teams to successfully create and launch new podcast audio advertising campaigns
  • Delivered a consistent, high level of revenue delivery and showed proactive dedication to prevent lost revenue
  • Ad trafficked, QA’d, and troubleshot creative issues and maintained all digital campaigns across direct and programmatic buying channels
  • Ensured completeness of ad campaigns to a high level of specification
  • Provided proof of implementation to internal partners through reporting
  • Provided optimization and yield management through various reporting tools
  • Quickly analyzed campaign performance, making relevant and real-time optimization recommendations, and following through on implementation
  • Fluent in 3rd party tracking vendors, including brand studies, viewability, and other relevant industry technology players
  • Proficient with programmatic buying channels and deal troubleshooting
  • Collaborated with internal teams on campaign optimization recommendations, demonstrating a keen understanding of partner goals and product performance.

Ad Operations Manager, Podcasts (Americas & Australia)

audio Boom
New York, New York
12.2015 - 07.2018
  • Launched digital audio advertising sponsorships for popular podcasts including Drink Champs, The Yahoo Sports Network, Covert, and It’s Happening with MTV's Snooki & Joey
  • Managed and executed nationwide and geo-targeted audio on-demand and programmatic campaigns including ad inventory projection, creative testing and QA, ad trafficking, campaign optimization, and post-campaign analytics
  • Managed and optimized audio, display, and programmatic campaigns using Clarity, OpenX, and Ads Wizz ad platforms
  • Generated weekly performance reports and collaborated with international teams to provide campaign insights and optimization recommendations
  • Worked with internal content teams and podcasters to brainstorm potential advertising opportunities based on listener data, vertical type, and DMA
  • Maintained day-to-day relationships with Sales partners to ensure proper prioritization of campaign-related issues and changes to campaign status
  • Worked closely with sales and marketing on RFP and inventory availability to maximize campaign delivery
  • Assisted Senior Audio Producer and talent with live-read script production and the recording of digital audio ad spots.

Education

Bachelor of Arts (Honors) - Psychology

Hampton University

Skills

  • Platforms –DCM, Adswizz, OpenX, Spotify Podcast Ads, Google Ad Manager (GAM), Megaphone, Slingshot, Facebook Business Manager, TikTok Business Manager, Snapchat Ads Manager, Reddit Ads Manager
  • Data Providers – Nielsen, ComScore
  • Analytics – Google Analytics, Google Data Studio
  • Accounting - Sage 100 ERP
  • Design - Adobe Photoshop and Illustrator
  • Audio Recording - Pro Tools, Logic Pro, FL Studio
  • Advanced Microsoft Excel, SQL
  • Project Management - Asana, Jira, Tableau, Salesforce
  • Partnership Development
  • Marketing Analytics
  • Content Strategy
  • Customer Segmentation
  • Creative Direction
  • Advertising Management
  • Web Analytics
  • Campaign Development
  • Staff Management
  • Brand positioning

Timeline

Director of Marketing

Blue Note Jazz Club
12.2023 - Current

Manager, Digital Marketing

Sony Music, Legacy Recordings
09.2021 - 12.2023

Senior Traffic Manager, Podcasts

Spotify
12.2019 - 09.2021

Ad Operations Manager, Podcasts (Americas & Australia)

audio Boom
12.2015 - 07.2018

Bachelor of Arts (Honors) - Psychology

Hampton University

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Earl Peterson