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Scott Cherkin Joins WEA as SVP, Global Consumer Acquisition & Retention

Newly-Created Role to Focus on Direct-to-Consumer Strategy


WEA, the global artist and label services arm of Warner Music Group (WMG), has hired Scott Cherkin to join the company in the newly-created role of Senior Vice President, Global Consumer Acquisition and Retention. He will be based in New York and report to WEA President, Tony Harlow.

As WEA intensifies its focus on broadening its reach and fan offerings, Cherkin will be tasked with pioneering an effective global direct-to-consumer strategy. With more than 20 years of digital media experience, most recently as head of product and business development at Complex Networks, he will work closely with teams across the company to strengthen and expand CRM efforts, including organizing audiences into effective channels.

Said Harlow, “Scott brings a commercial viewpoint which will help us greatly as we continue to focus on acquiring direct relationships with the many fans who want more from our artists, and try to connect them with new music in meaningful ways. I’m excited to welcome him to WMG, and confident that his vast experience in growing and sustaining a media company will benefit our business.”

Said Cherkin, "I am delighted to be joining Warner Music Group, where I have the opportunity to marry my personal passion for music with my digital expertise. I’ve spent my entire career in venture-backed start-ups and thrived, with limited resources, building something from nothing. In this role, I’m excited to build something—but with great resources and amazing assets to support marketing music and developing new revenue streams across the business.”

Cherkin will also support WEA’s global efforts across social media, influencer marketing, digital marketing, and the management of content flow to fans. He will align closely with EVP of WEA Europe, Emmy Lovell, who was recently promoted to help lead the company’s consumer-forward approach and strengthen global expertise.

As Executive Vice President of Product & Business Development at Complex Networks, Cherkin launched and operated a wide range of functions driving the growth of the media company including audience development (social, SEO, CRM), branded content and agency services, business intelligence, publisher and influencer networks (including YouTube and MCN), yield optimization, and more. Prior to Complex, Cherkin was SVP, Product & Business Development at the Travel Ad Network (aka Travora Media), where he led the company’s publisher network as well as product strategy, including audience targeting and lead generation. He has over two decades of experience in digital media and adtech in sales, marketing, business development, and operations leadership positions at companies also including Dotomi,, S&H Greenpoints and Aol Greenhouse’s Book Reporter. Cherkin holds a Bachelor of Science in Marketing from Penn State University.

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