At BMG, we recognise the power of music and are dedicated to ensuring it thrives. We are a community of artists, songwriters, and partners, working together to create music and build lasting careers. Here, music creators find not just a business partner, but a trusted home where their work shapes culture and leaves a legacy. Together, we evolve and grow.

We believe that creativity flourishes when people feel they belong. That means building a culture where everyone can show up as themselves, contribute freely, and be treated with fairness and respect - whatever their background, identity, or life story. We’re committed to creating a workplace where individuality is valued, inclusion is intentional, and everyone has the chance to grow. All applicants to BMG will receive equal treatment regardless of age, disability, gender identity or expression, marital or civil partner status, pregnancy or maternity, race, colour, nationality, ethnic or national origin, religion or belief, sex, or sexual orientation.

Digital Paid Media Planner / Buyer

London 

Your Mission at BMG

Paid media is where marketing budgets become streams, saves, and fans. In this role, you will plan, build, and optimise paid media campaigns for BMG artists, spanning frontline releases, catalogue, and special projects, across both UK and international markets.

Paid media has evolved. Manual lever pulling has given way to AI driven buying, signal quality, and objective selection. Advantage+, Performance Max, and the next wave of platform buying agents are redefining what “good” looks like. This role is for someone who understands that shift, embraces it, and knows how to get performance out of the new tools rather than resisting them.

This is a hands-on performance role in a fast evolving team. We are rebuilding how BMG plans, executes, and measures paid media, and this position sits at the heart of that change. The focus is on campaigns that truly move the needle for artists: streaming velocity, saves, and fan conversion, not just impressions served.

What You’ll Be Doing

Campaign Planning & Buying

• Plan, build, and manage paid media campaigns across Meta, YouTube, TikTok, Google Search, Spotify Ad Studio, and Spotify Marquee in both UK and international markets.
• Structure campaigns around clear performance objectives: algorithmic activation, release window amplification, conversion to DSPs (digital streaming platforms), merchandise, and ticketing. Allocate budgets against benchmarks, not guesswork.
• Select the right buying approach for each campaign. Use Advantage+ and Performance Max where they deliver results, and manual structures where they are more effective. Provide algorithms with the signals, objectives, and creative they need to perform.
• Collaborate with digital marketing managers to translate artist briefs into campaign structures, audience targeting, and creative requirements.
• Manage pacing, bid strategies, and live optimisation across active campaigns.

Performance & Measurement

• Run campaigns against clear KPIs: CPC (cost per click), CPV (cost per view), save rate, cost per converted listener, and conversion volume. Platform benchmarks are the starting point, not the goal.
• Analyse performance data quickly. Identify when a campaign is working, when it is not, and make decisive calls to reallocate, pause, or scale. Test, learn, scale.
• Contribute to BMG's evolving measurement approach, including Linkfire attribution, save rate tracking, and correlation with streaming outcomes.
• Maintain high signal quality by managing Conversions API, pixel hygiene, event deduplication, and consistent UTM parameters.

Platforms, AI & Partnerships

• Stay on top of how in-platform buying is evolving: AI driven optimisation, buying agents, automated creative, and new objective types. Understand where the craft has moved and bring that insight to BMG.
• Manage BMG's advertising accounts across Meta, Google, TikTok, and Spotify Ads, ensuring structure, access, billing, and account hygiene.
• Maintain relationships with platform representatives. Stay informed on beta products, new ad formats, and policy changes relevant to music marketing.
• Coordinate with global teams on account structure, spend thresholds, and sharing best practices.

Ways of Working

• Follow evolving campaign processes, naming conventions, and reporting templates.
• Use AI and automation tools where they add value, including reporting, audience research, creative workflows, and prompt based processes.
• Stay organised. This role involves managing multiple artists, markets, and budgets simultaneously, often under release window pressure.
  
  

What You Bring

• Hands-on experience running paid media campaigns, ideally in music, entertainment, media, or at an agency serving these sectors.
• Strong working knowledge of Meta Ads Manager, Google Ads, and TikTok Ads, from campaign setup to audience building, budget management, and result analysis.
• Clear understanding of how in-platform buying has evolved, including what Advantage+ and Performance Max do, when to use them, and how to get results from AI driven buying.
• KPI driven mindset, thinking in benchmarks and outcomes, and able to explain why a campaign hit or missed.
• Comfortable with performance data and attribution, able to distinguish signal from noise and act accordingly.
• Highly organised, able to manage multiple campaigns and stakeholders without missing details.
• Strong written and verbal communication skills.
• Curiosity about technology, exploring new tools, testing AI products, and thinking about their impact on paid media.

Now, What’s in It for You? 

• 25 days pro-rated annual leave, plus 3 days between Christmas & New Year and an extra day for your birthday
• Flexible working opportunities
• Subsidised gym membership
• Private Health Insurance
• Competitive pension scheme
• All parents, regardless of gender or sexual orientation, will receive 6 months of fully paid parental leave
• Annual gig allowance
• Artist showcases
• Cycle to work scheme
• Season Ticket Loan
• Workplace Nursery Scheme
• Access to our Employee Assistance Programme
• Give As You Earn Scheme
• A fun and sociable office environment

Ready to shape the future of music?

Founded in 2008, BMG reimagined the relationship between music companies, songwriters, and artists by offering fairer contracts, greater creative freedom, and unparalleled transparency in royalties and licensing. Now the fourth-largest music company in the world, BMG combines human creativity with cutting-edge technology to connect music with global audiences.

With 20 offices across 13 key markets, BMG represents more than three million songs and recordings, including some of the most iconic catalogs and works from leading artists and songwriters such as The Rolling Stones, Tina Turner, George Harrison, Blondie, and more. BMG is wholly owned and privately held by the international media, services, and education company Bertelsmann, whose other content businesses include the entertainment company RTL Group and the trade book publisher Penguin Random House.

As a Disability Confident Committed organisation, we are dedicated to ensuring that candidates with disabilities are given a fair opportunity to demonstrate their abilities. Therefore, we guarantee an interview to applicants with disabilities who meet the essential criteria for the role. Please note – there may be exceptional circumstances where the volume of applicants means we cannot interview all eligible candidates. If you have any questions about the Guaranteed Interview Scheme or would like to confirm your eligibility, please reach out to us at career.uk@bmg.com.

 Company: BMG Rights Management Services (UK) Limited | Job ID: 288162