David Lawrence


        Resume   |   Company Profile

Visionary and results-driven leader focused on achieving exceptional revenue in highly competitive and rapidly changing entertainment industry. Proven track record of building brands of platinum-selling artists into global success stories that fuel profit growth for major labels.

SONY Music | SONY BMG Music Group | Columbia Records | EPIC Records |m 917.816.0457 | p 646.369.2521


   Twitter: @DeelLawrence   |   Instagram: @deel.lawrence

Key attributes include: Managing promotional programs contributing to sales in excess of $100 million; extraordinary strategic relationship builder with artists and all levels of management across the music industry; built and motivated cross-functional teams that exceeded expectations; collaborated with media partners to drive artist discovery; partnered with diverse media platforms to promote artists; created and executed value-added plans for radio chains leading to premier marketing of top-selling artists; integrated social media marketing programs; analyzed market data to develop innovative promotional strategies that increased chart share.





  • Revenue and Profit Growth
  • Branding and Public Relation
  • Sales and Artist Management      
  • Process Optimization
  • Business Analytics
  • Operational and Strategic Planning
  • Contract and Deal Negotiation
  • Coaching and Mentoring
  • Full Life-Cycle Project Management
  • Trend Forecasting


  • Leadership & Team Development
  • Budgeting and P&L Management
  • Positioning and Marketing      
  • Viral Campaigns
  • Information Technology






  ANALYSIS                         STRATEGY                       LEADERSHIP


Career Progression & Performance Milestones



Epic Records,

Oversaw all rhythmic and urban airplay efforts. Cultivated crucial senior-level industry relationships that increased artists’ visibility and exposure. Developed, planned, and executed successful national strategy for product placement, leading to record sales for chart-topping acts including Jennifer Lopez, Jennifer Hudson, Future,  Rick Ross, French Montana, et. al.


DLA Promotions and Consulting Group, Founder & President, 2011–Present

Led a highly profitable growth company. Managed virtual team of 12 seasoned entertainment professionals. Developed and executed diverse strategies and services that enhance market share and airplay for new and established artists. Provided value-added services to select client base of major labels (e.g.,Red Light Management, RCA, SONY Music, Roc Nation/Universal, Motown/Universal, Compound Ent., and Bystorm Ent.).


Jive Records and SONY BMG,
Vice President Urban Promotions, 2007–2011

Key member of senior leadership team; reported directly to the EVP of promotions and label chairman. Teamed with senior management across marketing, distribution, new media, and business-affairs divisions on direction, progress, and strategy of promotions department. Created and implemented innovative operations plan to execute the factors critical to department’s tactical and long-term success, which led department to Billboard 2011 top 5 ranking for market share. Merged traditional business concepts with digital marketplace, e.g., utilized disruptive IT to grow market share. Implemented talent development plan for
10-person team, leading to vibrant morale and increased productivity.

SONY Urban Music,
Vice President, 2004–2007

Successfully executed myriad in-house responsibilities and managed 10 staff while traveling between national field locations. Cemented reputation as dynamic and tenacious executive by achieving corporate goals in fast-paced and fiercely competitive environment. Awarded expanded promotion and marketing responsibilities as a result of integrity, exceptional understanding of youth and urban music culture, extensive understanding of changing business paradigms, and ability to anticipate changes in radio climate and landscape. Led department to Billboard 2006 top 5 ranking for market share.


EPIC Records,
Vice President, 2002–2004

Oversaw all rhythmic and urban airplay efforts. Cultivated crucial senior-level industry relationships that increased artists’ visibility and exposure. Developed, planned, and executed successful national strategy for product placement, leading to record sales for chart-topping acts such as Outkast. Consistently recognized for thinking out of the box, interpersonal skills and project management exceeding benchmarked goals.

Senior National Director, 2001–2002

Earned increased responsibility for promoting artists critical to company profits. Hired and trained seven-person promotions staff. Integrated new technology with existing business practices to more efficiently and effectively achieve company sales goals, e.g., employed broadcast data systems to develop more targeted and strategic marketing plan that increased sales by 12%.

National Director, 2000–2001

Promoted emerging and established pop and urban artists. Forged strong bonds with important radio chains across U.S. to leverage each artist’s unique brand. Contributed to selection of singles, developed promotional plans for numerous singles, supervised the creation of radio promotional materials, and managed single tracking. Administered budget within approved limitations while decreasing operating costs. Monitored and analyzed market trends while conducting sales forecasting and strategic planning to ensure product profitability.


Jive Records BMG Music Group,
National Director, Urban Promotions, 1999–2000

Trained and managed six-person marketing and promotions team covering eight states. Directed team to #1 in company goal achievement. Successful promotion of R. Kelly, UGK, Nsync, E40, and Joe. Provided tracking reports on a per-single basis, identification of priority radio markets on a per-artist basis and in-depth analysis of the effectiveness of national promotions. Gained invaluable knowledge of grassroots operations, distribution-deal negotiation and the art of persuasion.


Columbia Records,
Regional Director, 1994–1998

Initially assigned to Carolinas market. Took over additional Mid-Atlantic region (Washington, D.C., Baltimore, Virginia, and Philadelphia) after winning Rookie of the Year award and successfully promoting top-selling artists such as Mariah Carey, Destiny’s Child, the Fugees, Lauryn Hill, Nas, and Maxwell; as well as So So Def artists Jermaine Dupree, Escape and Bow Wow. Awarded 1998 National Director of the Year honor for achieving highest market share and airplay of any regional director. More than 90% of product completed each month during all four years. Utilized radio relationships to earn competitive edge in the industry. Awarded 1998 National Promotion Person of the Year from the Sony Worldwide Convention.




Clear Channel Media + Entertainment (iheart)
Account Executive, WGST Radio, 1992-1994

Responsible for selling media and related advertising for Atlanta Braves, Atlanta Hawks, Rush Limbaugh, and Sean Hannity shows.




Turner Broadcasting System – Atlanta Hawks,
Account Executive, 1990-1992

Responsible for sales and promotion of Atlanta Hawks basketball team/NBA.




Distribution Supervisor, Reebok Shoes, 1989-1990

Led a team of 30 employees and responsible for quality assurance.




Johnson & Johnson - Codman Neuro,
Product Marketing Manager, 1987-1989

Responsible for all facets of the product marketing as well as sales representative education for neurosurgical instrumentation products and related therapies.

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