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Meet the… marketing manager

AIMS API's Katie Thomson explains why she loves working for an AI-powered music search company, and why the industry should use artificial intelligence to its advantage

Katie Thompson, marketing manager, AIMS API
Talk us through an average day in your role

As the marketing manager at AIMS API, I am part of a dynamic global team that is pushing the boundaries of what’s possible in the music industry with our cutting-edge AI-powered technology solutions. We’re dedicated to enhancing search, discovery, and recommendations for music, broadcast and film industry professionals, and I’m thrilled to be a part of it.

I work from home, and I work flexibly so that I can collaborate with colleagues in Europe and the US. One of my core responsibilities is creating engaging content for press releases, the AIMS API website and our social media feeds that focus on new product launches, partnership events and industry news. For example, we recently announced a new partnership with West One Music Group and highlighted how this is providing a quick and accurate means of searching the company’s extensive music catalogue, across all its labels. 

I also work closely with our business development team, organising and promoting events trade shows, networking events, and webinars etc., which provide great opportunities for them to generate leads and make connections. I attend industry events such as NY:LON Connect, Cannes Lions Advertising Festival, and MIPCOM, and actively seek out speaking and sponsorship opportunities at these events, which are great opportunities for the company to increase visibility, network and potentially generate new business opportunities.

Marketing and sales are intrinsically linked, so I work closely with the sales and product development team to craft compelling messaging and showcase the value of our solutions in different industry segments. I also keep in constant communication with our clients, sending out newsletters and industry updates, and working with media outlets to secure coverage of our latest innovations.

At AIMS API, we’re passionate about using technology to revolutionise the music industry and, as Marketing Manager, I have the exciting opportunity to be at the forefront of that change.

How did you get started in the media industry?

After graduating from university I joined London-based boutique advertising production company, Home Corp, and spent two years in the fast-paced world of advertising production.

My next move took me to production music company Audio Network where I spent 12 years as a part of the marketing team. This opportunity gave me a deep understanding of the creative industries and the unique challenges that customers face when trying to find the perfect music for their synch and promotional needs. Working with one of the largest catalogues of music in the industry allowed me to see how time-consuming it can be for music researchers to search through thousands of tracks when briefs come in. This experience helped me appreciate the importance of effective music search and discovery solutions, and how AI technology can help streamline the process and make it more efficient.

This background has prepared me well for my current role at AIMS API, where we are doing just that. 

What training did you have before entering the industry?

My degree provided a strong foundation of knowledge about concepts and techniques used in the marketing and advertising industry. Additionally, I received professional development through LinkedIn training, which focused on teaching me how to effectively use LinkedIn as a professional networking platform. I also completed a management training course, which gave me the skills and knowledge needed to be an effective manager. This training, combined with a comprehensive understanding of marketing, advertising, and management – and my experience of working in the creative industry – has helped me to be effective in my role as marketing manager for AIMS API.

Why do you enjoy working in the industry?

Working for an AI-powered music search company is exciting and enjoyable because it allows me to be part of a team that is involved in cutting-edge technology, which is revolutionising the music industry by making the process of finding and organising music more efficient and cost-effective. AIMS API is making a real impact on the creative industries through continuously improving and innovating products.

What piece of advice would you offer someone looking to explore a role similar to yours?

My advice would be to understand that AI technology is there to help people in the creative industry, not to replace them. It saves time and resources, and the results are more accurate and efficient. Also, it’s easy to use and it’s becoming more user-friendly as the technology continues to evolve. Don’t be afraid of working with AI, embrace it and use it to your advantage.