James Finn is All About Those ‘You Gotta Hear This’ Moments

“You know when you tell people, ‘You gotta hear this’? It's my job to create more of those moments,” says James Finn, Audible’s Global Head of Brand and Content Marketing. Finn’s team helps to build excitement around listening by crafting impactful marketing plans for Audible Originals and our exclusive titles, connecting with existing fandoms, tapping into cultural moments, building meaningful relationships with customers through community engagement and social media, and creating buzzworthy events.

Before joining us in 2022, Finn spent two decades in Hollywood where, as a studio executive, he led marketing campaigns around some of the most popular movies and franchises. Now he’s responsible for leading ambitious undertakings, such as the launch of our first global brand campaign, “There’s more to imagine when you listen;” consumer-facing marketing for the release of the star-studded and award-winning George Orwell’s 1984 across multiple marketplaces and languages; the launch of Audible’s first global influencer program; and engaging fans on social media around booming genres like litRPG and romantasy.

The key to serving a global audience, says Finn, is understanding and respecting each culture locally, and reflecting that. “What is relevant to listeners in the UK might not resonate the same way in Japan or Brazil,” he explains. “We're always striving to find new ways to connect with listeners authentically.”

What is something you believe is essential to succeeding as a leader?

Being approachable, following through on commitments, giving credit where it’s due and having difficult conversations when needed. It’s also crucial to create a sense of trust so team members feel comfortable taking smart risks and sharing honest feedback.

What drew you to Audible?

There is nothing but opportunity at Audible. In an era where content is unlimited but attention is scarce, Audible stands at a unique crossroads: the intersection of storytelling and community. I firmly believe that Audible is a cultural force where our most powerful marketing comes not from our voice alone, but from the voices of our customers.

Where do you draw inspiration from?

I draw inspiration from visionary directors like Danny Boyle, James Cameron and Mira Nair, media of all types, including TikTok—where some of the best visual storytelling (and editing) takes place—and culture, which helps fuel creative thinking in our work. I'm also inspired by my team members' diverse perspectives and ideas.

What are some “left turns” you took on your career journey?

Probably everything I did after giving up my paper route. Also, moving between traditional media and technology companies has given me diverse perspectives that inform my leadership approach. Being willing to take on new challenges outside my comfort zone has been instrumental.

Are there any quotes that stick with you?

Tom Rothman (former CEO of 20th Century Fox, now chairman of Sony Pictures) used to say, “Be fiscally responsible so you can be creatively reckless.”

If we made an Audible Original about your life, what would the title be?

How to Make Sure You Get Enough to Eat in a Family of 14+

Lightning Round

• Coffee or tea? Extra hot latte, no foam, with oat milk. (Sorry!)
• Morning person or night owl? I'm on a first-name basis with both the moon and the sun.
• Where are you working from currently? Audible headquarters in Newark, NJ.
• How long have you been with Audible? Three years.
• Who is your biggest inspiration, career-wise? Malcolm Gladwell's talent for questioning assumptions and finding unexpected meaning. Walt Disney's bold vision and relentless execution. Don Katz's blend of business savvy and creative innovation. William Finn, my dad, an Irish immigrant, who built an American dream through grit, resourcefulness and genuine relationships.
• Dine in or take out? Can I just say ‘yes’?
• Favorite hobby? Spending time with my wife and our kids. Also, walking to keep the creative juices flowing.
• Favorite Audible listen, go. My colleague introduced me to Something Ain't Right, an incredible Audible Original about a Mississippi family whose lives are upended by a tragic shooting. Told through the alternating perspectives of the father, Roger, and the son, Zac, it reveals how their personal tragedy connects to a larger story. The dual narration offers an intimate look at family trauma and their quest for truth. It's heartbreaking, but worth listening to.