Drive Global Fan Engagement with UMG's Audience Development Master

How We Lead

UMG is in search of a visionary Senior Manager who can ideate, build, and manage impactful campaigns for their artists and fans. This individual must be highly organized, detail-oriented, and skilled at prioritizing tasks in the present while managing long-term strategic initiatives. By working cross-functionally, they will develop artist-specific audience growth strategies that drive both artist and label business goals.

Focusing on connecting music fans with the right message at the right time, this role turns insights into a strategic position. It requires a core understanding of trends, communities, and content that drives online culture. The ideal candidate is both creative and data-driven, thrives in a fast-paced environment, is willing to adapt, and is committed to getting things done.

How You'll Create

Work closely with domestic labels to devise global audience strategies. Develop International Audience campaigns for global priority artists across social platforms. Be responsible for driving exposure and engagement for AU/NZ global priority artists outside of AU/NZ. Collaborate closely with AU/NZ teams to develop best practices for international audiences. Provide analysis and reporting back to local labels on all campaigns and international audience development.

Create holistic creator campaigns around new + catalogue releases. Amplify local label campaigns and work closely with AU/NZ teams on developing initial ideas for international audiences. Establish relevant creator relationships across multiple markets that align with priority artists. Manage relationships and campaigns with UMG territory-specific digital marketing teams where relevant. Plan international (ex-AU/NZ) budgets for ad, creator, and boosting spends. Build and maintain relationships with international creator/digital agencies. Ensure broader digital marketing activations are relevant to audiences beyond AU/NZ.

Organic

Foster and engage with audiences across community platforms like Discord and Reddit. Identify and exploit key moments and opportunities within these communities to prompt increased 'fandom'. Ensure CRM campaigns for focus artists have an ex-ANZ focus.

By actively participating in these communities, the Senior Manager can tap into new audiences and build a loyal fan base. It requires a deep understanding of cultural trends and the ability to leverage them to organically grow an artist's audience while maintaining their brand authenticity.

Landscape

Identify international audiences and communities to tap into for new audience growth. Be a creative thinker with knowledge and awareness of cultural trends and communities. Have the ability to understand and leverage these trends and moments to organically build an audience for an artist that remains true to their brand, image, and tone. Understand social platforms and how to leverage their individual features for artist success. Work within a framework of release timelines to ensure optimal audience engagement.

Analysis

Assist in setting project targets and benchmarks for focus artists. Monitor the tone and 'narrative' of cultural conversations to ensure the strategy is aligned and relevant for the target audience. Monitor, report, and interpret campaign performance metrics and understand how these can help achieve overarching audience growth targets.

By analyzing data and trends, the Senior Manager can make informed decisions and adapt strategies to drive continuous audience growth. It requires a strong analytical mindset and the ability to translate data into actionable insights.

Bring your VIBE: With 5+ years of experience in Social and Digital Marketing, with a focus on audience development, this role requires expertise in planning artist organic social campaigns and executing paid spend across major platforms. Experience in planning, briefing, and executing creator campaigns with knowledge of external agencies is also essential. The ideal candidate has worked within and scaled super-fan communities and has extensive experience designing tests across multiple media channels to ensure interpretable and actionable results.

Strong analytical skills, particularly with Excel, Google Sheets, Google Analytics, and DOMO, are necessary to leverage data for insights and action. Exceptional written and verbal communication skills are also crucial for communicating across teams and different levels within a large organization. A 'can do' attitude, an entrepreneurial mindset, and the ability to work in a dynamic, unstructured environment on complex projects are highly valued.

Knowledge of basic email & SMS marketing rules & regulations is an added advantage. Previous work experience in the music industry is preferred. A BA degree in Music Business, Marketing, or a related field is also desirable.

Perks Playlist: Be part of an entrepreneurial, global organization that values authenticity, drive, creativity, relationships, and a competitive spirit. Enjoy comprehensive medical, dental, vision, and FSA options, along with 100% coverage for out-patient mental health services. Wellness reimbursements for fitness classes, spa treatments, meal services, travel, and more (up to $720/year). A lifetime fertility support allowance of $30,000 to plan for the future. Student Loan Repayment Assistance and Tuition Reimbursement. 100% immediately vested 401(k) match on the first 5% of your contribution on eligible compensation. Variety of ways to prioritize much-needed time away from work, including flexible Paid Time Off (PTO) for exempt employees, 3-weeks PTO for non-exempt employees, 2-weeks paid Winter Break, 10 Company Holidays (including Juneteenth and Wellbeing Day), and Summer Fridays (between Memorial Day and Labor Day). Generous paid parental leave for every type of parent. Check out our full overview of benefits on the Perks Playlist page of the career site.

Disclaimer: This job description only provides an overview of job responsibilities that are subject to change.

Universal Music Group is an Equal Opportunity Employer. We are an E-Verify employer in Alabama, Arizona, Georgia, Mississippi, North Carolina, South Carolina, Tennessee, and Utah. For more information, please click on the following links.

E-Verify Participation Poster: English / Spanish

E-Verify Right to Work Poster: English | Spanish

Job Category: Marketing, Streaming & Digital Media

Salary Range: $46,872 – $109,590

The actual base salary offered depends on a variety of factors, which may include, as applicable, the qualifications of the individual applicant for the position, years of relevant experience, specific and unique skills, level of education attained, certifications or other professional licenses held, and the location in which the applicant lives and/or from which they will be performing the job. All candidates are encouraged to apply.