Katrin Oswald
Global Music Marketing & Campaign Operations
Stockholm
Summary
International marketing and operations leader with 10+ years of experience in music and digital media. Specializes in global campaign execution, audience growth, and bringing creative projects to life. Skilled in managing multi-market strategies, cross-functional collaboration, and performance tracking to maximize artist visibility. Experienced in optimizing workflows and supporting artist and label success in the digital landscape.
Overview
18
18
years of professional experience
5
5
Languages
Work History
Operations Lead, Label & Artist Campaigns
Spotify
09.2018 - 12.2024
- Led a global team managing multi-market marketing campaigns, ensuring seamless execution and audience engagement across key regions.
- Oversaw the execution of international promotional strategies, including coordinating with cross-functional teams to align timelines and deliverables.
- Developed and implemented localization workflows, ensuring assets and messaging were adapted effectively for diverse global markets.
- Managed cross-functional collaboration between internal teams, label partners, and external agencies to optimize campaign performance.
- Spearheaded the on-platform campaign execution for Spotify’s expansion into 80+ new markets, coordinating with the internal music team to highlight local artists through localized marketing activations.
- Orchestrated the on-platform promotion for Spotify Wrapped, coordinating Homepage Takeovers in 100+ markets with localized assets, driving CTRs over 10%.
- Provided structured reporting and performance insights to measure campaign effectiveness and inform future marketing strategies.
- Recognized internally for problem-solving, operational efficiency, and leadership in managing complex marketing initiatives across multiple teams.
Campaign Manager / Senior Campaign Manager
Spotify
09.2015 - 11.2018
- Executed and monitored high-impact music campaigns across multiple markets, ensuring seamless implementation.
- Served as the key point of contact for label partners in the Nordic and Baltic regions, strengthening relationships and ensuring smooth collaboration.
- Proactively identified and resolved technical and operational challenges, reducing campaign errors and improving campaign delivery.
- Led post-campaign analysis and reporting, identifying key successes and areas for optimization, driving continuous improvement.
- Worked closely with cross-functional teams, providing data-driven insights to refine strategies and enhance campaign impact.
Team Lead, Campaign Support & Campaign Manager
Widespace
02.2013 - 09.2015
- Executed, managed, and optimized mobile advertising campaigns across multiple European markets.
Sales & Marketing Manager
JakeBox
02.2007 - 01.2013
- Managed sales and marketing for an innovative disc packaging concept, building key industry relationships and conducting market research to identify new business opportunities.
Assistant, International Department
Playground Music Scandinavia
08.2006 - 01.2007
- Coordinated international solicitation and promotional activities for global music releases.
Education
MBA - Key Account Management
Sälj- Och Marknadshögskolan
Stockholm, Sweden 04.2001 -
Bachelor of Arts - Popular Music & Media
University of Paderborn
Paderborn 04.2001 -
Skills
- Global Campaign Management
- International Marketing & Localization
- Campaign Performance Analysis
- Adaptable & Solutions-Oriented
- Project & Stakeholder Management
- Effective Communication & Negotiation
- Process Optimization & Technology Integration
- Expertise in Streaming Platforms & DSP Marketing
Additional Projects
Metal Talks (Podcast Producer & Host)
- Produce a storytelling music podcast, interviewing international artists about their new album releases and background stories, connecting them with fans on a deeper level.
- Build a loyal audience and maintain strong relationships with artists, labels, and industry professionals.
WMB Sweden - Band Competition (Project Lead)
- Lead a nationwide competition for unsigned metal bands, managing event planning, partnerships, and promotion.
- Provide emerging artists with a platform to showcase their music and gain industry recognition.
Additional Information
- Passionate about supporting emerging artists and breaking acts in new markets.
- Strong project management skills, with a hands-on approach and a collaborative mindset.
- Willing to travel occasionally for work.
Timeline
Operations Lead, Label & Artist Campaigns
Spotify
09.2018 - 12.2024
Campaign Manager / Senior Campaign Manager
Spotify
09.2015 - 11.2018
Team Lead, Campaign Support & Campaign Manager
Widespace
02.2013 - 09.2015
Sales & Marketing Manager
JakeBox
02.2007 - 01.2013
Assistant, International Department
Playground Music Scandinavia
08.2006 - 01.2007
MBA - Key Account Management
Sälj- Och Marknadshögskolan
04.2001 -
Bachelor of Arts - Popular Music & Media
University of Paderborn
04.2001 -
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