Brand Strategy and Insights Lead

  • Full-time

Company Description

TIDAL is a global music and entertainment streaming platform committed to creating a deeper connection between artists and fans through its library of more than 80 million songs, over 350,000 high quality videos, and available in over 60 countries. In addition, TIDAL offers its subscribers exclusive access to high-profile music and music videos, original content series, podcasts, documentaries, livestream concerts, tickets, merchandise and live experiences. Together, TIDAL and Block will be music-obsessed and artist-focused while we explore new artist tools, listener experiences, and access to financial systems that help artists be more successful.

Job Description

The Senior Marketing Strategy, Insights & Marketing Analytics lead is an essential role in our marketing team. We are a cross-functional group that includes Strategy, Insights, and Consumer and Artist Marketing, Social, and Paid Media.

You will help build a small team to work across the organization to guide, challenge, and provide support for marketing planning and effective delivery of TIDAL's strategic ambitions. Your team will provide high-level analysis and ask critical questions, identifying issues which require further investigation or exploration. You will shape TIDAL's brand strategy, build an insights pipeline, and work with marketing leads to optimize and update our work in response to audience needs and the changing competitive landscape. You will help evaluate campaign performance, working in tandem with business analytics to create a data flow to demonstrate impact. And, you will continue to build upon our brand strategy to reflect where we are now, and where we want to be in the future - and develop a roadmap to get us there.

You will report to the Head of Marketing


You Will: 

  • Help determine how our brand story translates across a range of dimensions globally- messaging and creative, tone of voice, naming, design, media, and experience

  • Provide strategic guidance and help guide communication planning to develop integrated marketing strategies

  • Help build out a brand strategy and marketing roadmap for programs and campaigns to help achieve goals

  • Help create product positionings, messaging frameworks and briefs, identifying and crafting messaging

  • Support the evolution and management of TIDAL's brand strategy and architecture, including development and management of brand tools

  • Partner with TIDAL's product and insights teams to identify and prioritize the most important audiences to target

  • Develop an understanding of our audience personas, mindsets, attitudes, values and behaviors

  • Synthesize TIDAL's marketing campaign hierarchy, message and audience crossover to provide a unified, cohesive story across platforms and campaigns

  • Analyze and monitor the competitive landscape to determine where our brand and products fit over time, where to target sellers and how to have the greatest impact for brand

  • Work with product, marketing, creative, insights, international and office teams to build the brand and deepen our customer engagement plans

​​​​​​​You Have:

  • 8+ years of experience working in a similar role in-house for a brand or creative agency side

  • 4 year B.S. or B.A. degree is preferred but not necessarily required

  • Track record of providing leadership and management of a team, section or department including line management of direct reports.

  • Passion for analyzing a broad range of data to extract insights and provide actionable recommendations to support marketing goals.

  • Strong understanding of how to compose inspiring and innovative creative and research briefs.

  • Experience leading strategy for large-scale global marketing programs and development measurement frameworks to demonstrate impact

  • Ability to shift between detailed analysis and big picture thinking.

Additional Information


Block takes a market-based approach to pay, and pay may vary depending on your location. U.S. locations are categorized into one of four zones based on a cost of labor index for that geographic area. The successful candidate’s starting pay will be determined based on job-related skills, experience, qualifications, work location, and market conditions. These ranges may be modified in the future.

Zone A: USD $202,500 - USD $247,500
Zone B: USD $188,400 - USD $230,200
Zone C: USD $178,200 - USD $217,800
Zone D: USD $168,100 - USD $205,500

To find a location’s zone designation, please refer to this resource. If a location of interest is not listed, please speak with a recruiter for additional information. 

Benefits include the following:

  • Healthcare coverage
  • Retirement Plans including company match 
  • Employee Stock Purchase Program
  • Wellness programs, including access to mental health, 1:1 financial planners, and a monthly wellness allowance 
  • Paid parental and caregiving leave
  • Paid time off
  • Learning and Development resources
  • Paid Life insurance, AD&D. and disability benefits 
  • Perks such as WFH reimbursements and free access to caregiving, legal, and discounted resources 

This role is also eligible to participate in Block's equity plan subject to the terms of the applicable plans and policies, and may be eligible for a sign-on bonus. Sales roles may be eligible to participate in a commission plan subject to the terms of the applicable plans and policies. Pay and benefits are subject to change at any time, consistent with the terms of any applicable compensation or benefit plans.

We’re working to build a more inclusive economy where our customers have equal access to opportunity, and we strive to live by these same values in building our workplace. Block is a proud equal opportunity employer. We work hard to evaluate all employees and job applicants consistently, without regard to race, color, religion, gender, national origin, age, disability, pregnancy, gender expression or identity, sexual orientation, citizenship, or any other legally protected class. 

We believe in being fair, and are committed to an inclusive interview experience, including providing reasonable accommodations to disabled applicants throughout the recruitment process. We encourage applicants to share any needed accommodations with their recruiter, who will treat these requests as confidentially as possible. Want to learn more about what we’re doing to build a workplace that is fair and square? Check out our I+D page

Additionally, we consider qualified applicants with criminal histories for employment on our team, and always assess candidates on an individualized basis.

Block, Inc. (NYSE: SQ) is a global technology company with a focus on financial services. Made up of Square, Cash App, Spiral, TIDAL, and TBD, we build tools to help more people access the economy. Square helps sellers run and grow their businesses with its integrated ecosystem of commerce solutions, business software, and banking services. With Cash App, anyone can easily send, spend, or invest their money in stocks or Bitcoin. Spiral (formerly Square Crypto) builds and funds free, open-source Bitcoin projects. Artists use TIDAL to help them succeed as entrepreneurs and connect more deeply with fans. TBD is building an open developer platform to make it easier to access Bitcoin and other blockchain technologies without having to go through an institution.

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