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
Stockholm, Sweden
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
Stockholm, Sweden
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
Stockholm, Sweden
02.2013 - 09.2015
- Executed, managed, and optimized mobile advertising campaigns across multiple European markets.
Sales & Marketing Manager
JakeBox
Stockholm, Sweden
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
Stockholm, Sweden
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 -