Festival Marketing Lead

About Clouted: Clouted is where culture meets distribution. Through our products, like The Virality Engine, we generate over millions of views/monthly for artists, creators, brands, and startups. We pride ourselves by leading with innovation, passion, and strategy. Generating over 300M+ views/monthly for our clients, we are a team of experts in viral strategies, distribution, marketing, and culture. Learn more about us at clouted.com.

About &Friends Festival: &Friends is a Clouted original experience - born from our team's passion to bring world-class EDM culture to the Philippines. What started as an internal passion project evolved into a sold-out, 20,000+ attendee phenomenon. With &Friends Summer and &Friends Halloween launching biannually, we're assembling a core team to scale this flagship festival experience. If you're ready to build something ambitious from the ground up, this is your shot.

About The Role: The Festival Marketing Lead for &Friends is a strategic, execution-oriented role responsible for co-leading all marketing efforts alongside the Head of Marketing. You will be the on-the-ground force in Manila, orchestrating the full marketing ecosystem for a twice-yearly EDM festival that's becoming the premier festival experience in the Philippines. This role requires someone who can think strategically, execute flawlessly, and thrive in the intersection of music culture, digital marketing, and experiential events.

What You'll Own

1. Marketing Strategy & Campaign Architecture

   • Co-Lead Marketing Vision: Partner with the Head of Marketing to develop and execute comprehensive marketing strategies for each festival cycle (&Friends Summer and &Friends Halloween).

   • Campaign Planning: Own the end-to-end marketing calendar, ensuring coordinated launches across all channels from lineup announcements to post-festival content.

   • Market Intelligence: Stay ahead of the EDM/festival landscape in Manila and Southeast Asia, identifying trends, opportunities, and competitive positioning to inform strategy.

   • Budget Management: Own marketing budget allocation across all channels, optimizing spend for maximum ticket sales and brand impact.

2. Digital & Social Media Leadership

   • Social Strategy: Lead social media strategy and execution across Instagram, TikTok, Facebook, YouTube, and X/Twitter for the &Friends brand.

   • Content Direction: Direct content creation that captures the energy and culture of the festival, working with creators, designers, and the Brand Ambassador to produce high-performing content.

   • Community Building: Cultivate and engage the &Friends community online, turning attendees into brand advocates and building year-round momentum.

   • Influencer Relations: Identify, recruit, and manage relationships with EDM influencers and content creators to amplify festival reach.

3. Paid Performance & Growth Marketing

   • Paid Media Campaigns: Design and execute paid advertising campaigns across Meta (Facebook/Instagram), TikTok, Google, and YouTube to drive ticket sales.

   • Conversion Optimization: Own the ticket sales funnel, continuously testing and optimizing landing pages, ad creative, and messaging for maximum conversion.

   • Performance Analytics: Track, analyze, and report on all marketing performance metrics, using data to inform strategic pivots and budget allocation.

   • Retargeting & CRM: Build and manage audience segmentation strategies, retargeting campaigns, and email marketing to nurture leads and drive repeat attendance.

4. Press, PR & Media Relations

   • Media Strategy: Develop and execute PR strategies to secure editorial coverage in music publications, lifestyle media, and local Manila press.

   • Press Partnerships: Build relationships with journalists, bloggers, and media outlets to amplify festival announcements, lineup reveals, and major milestones.

   • Press Materials: Oversee creation of press releases, media kits, and spokesperson talking points.

   • Artist PR Coordination: Coordinate with artist managers and labels for PR amplification around festival appearances.

5. Experimental & Emerging Channel Strategy

   • Innovation Mindset: Constantly test new marketing channels, formats, and tactics (e.g., Discord communities, Web3 integrations, AI-generated content, experiential activations).

   • Cultural Relevance: Stay plugged into internet culture and emerging platforms to ensure &Friends remains at the cutting edge of festival marketing.

   • Viral Mechanisms: Design and execute experimental campaigns designed to create viral moments and organic social lift.

6. Out-of-Home (OOH) & Offline Marketing

   • OOH Strategy: Plan and execute outdoor advertising campaigns including billboards, transit ads, street-level activations, and guerrilla marketing in Manila.

   • Event Activations: Design and coordinate pre-festival activations, pop-ups, and brand experiences that build hype and drive ticket sales.

   • Partnership Marketing: Identify and manage co-marketing partnerships with brands, venues, and businesses aligned with the &Friends audience.

7. Speaking Engagements & Brand Representation

   • Festival Spokesperson: Represent &Friends at industry events, panels, media interviews, and community gatherings.

   • Thought Leadership: Position &Friends and yourself as thought leaders in the Philippines festival/EDM space through speaking opportunities and industry engagement.

   • Stakeholder Communication: Serve as the marketing voice in meetings with venue partners, sponsors, and key stakeholders.

8. Team Leadership & Cross-Functional Collaboration

   • Marketing Team Management: Lead the day-to-day for the Brand Ambassador and any additional marketing contractors/team members for &Friends.

   • Cross-Functional Coordination: Work closely with Operations, Production, and Talent Booking teams to ensure marketing is aligned with festival execution.

   • Vendor Management: Manage relationships with external agencies, designers, media buyers, and freelancers.

The "S-Tier" DNA

• Extreme High Agency: When faced with a challenge, your instinct is to find a solution and execute - not wait for permission. You take ownership and drive results.

• Festival & Music Culture Expertise: You live and breathe EDM culture. You understand the nuances of the scene in Manila and what makes festival-goers tick.

• Full-Stack Marketer: You are comfortable across all marketing disciplines - from performance marketing to PR to experiential. You don't silo yourself; you understand how all channels work together.

• Data-Driven Creativity: You balance creative vision with analytical rigor. You know when to trust your gut and when to let the data guide you.

• Slope > Y-Intercept: We care less about your resume and more about your learning velocity. You absorb context quickly and adapt strategies on the fly.

• Low Ego, High Impact: You're willing to roll up your sleeves and do whatever it takes - whether that's negotiating a billboard placement or personally posting Instagram stories at 2am during festival weekend.

• Builder Mindset: You treat &Friends like your own startup. You obsess over every detail because you know this festival is going to be something legendary.

• Execution Velocity: You ship fast. You don't get paralyzed by perfection. You test, learn, iterate, and scale what works.

What Makes This Role Successful

• Ticket Sales Performance: Driving significant ticket sales through multi-channel marketing campaigns, with clear attribution to marketing efforts.

• Brand Growth: Growing &Friends' social media following, engagement, and brand awareness across the Philippines and Southeast Asia.

• Campaign Excellence: Executing world-class marketing campaigns that rival international festival standards while staying authentic to Manila culture.

• Cross-Functional Leadership: Being the glue that holds marketing execution together, ensuring seamless coordination across all teams.

• Strategic Thinking: Not just executing tactics, but proactively identifying opportunities and pitching new strategic directions to the Head of Marketing.