Senior Manager, Audience Development Universal Records

Senior Manager, Audience Development

This role reports into Famehouse, while being deeply embedded within the label teams, and is based in New York City. With a focus on deepening artist‑to‑fan relationships, you will lead the development and execution of owned audience marketing campaigns end‑to‑end, from data acquisition and segmentation through to campaign delivery, analysis, and optimization. You are a data‑driven marketer with deep CRM expertise and a passion for fan engagement, ecommerce, and artist world‑building.

You thrive in a fast‑paced environment and bring a strong understanding of email and SMS best practices, lifecycle marketing, and performance optimization.

• Develop multi‑channel CRM strategy:
  Build and execute data‑led communication strategies across email and SMS to drive engagement, conversion, and retention across key audience segments.
• Own campaign execution:
  Oversee end‑to‑end delivery of CRM campaigns, ensuring high quality, on‑time execution, and consistency across touchpoints.
• Drive data‑led decision making:
  Leverage audience and campaign insights to inform strategy, identify growth opportunities, and improve performance.
• Lead testing and optimization:
  Establish and scale a test‑and‑learn framework across messaging, targeting, and creative to continuously improve results.
• Lead cross‑functional initiatives:
  Drive complex CRM projects in partnership with marketing, eCommerce, and creative teams, ensuring alignment with broader business goals.
• Evolve tools and capabilities:
  Identify and implement new CRM tools, technologies, and processes to improve efficiency and effectiveness.
• Support commercial objectives:
  Translate label and artist priorities into CRM strategies that drive measurable business impact.
• Build strong partnerships:
  Develop effective working relationships across teams to deliver against a unified audience strategy.
• Manage and develop team:
  Lead, mentor, and develop a team of two, fostering a high‑performing, accountable, and collaborative culture.

• 8+ years of experience in CRM or lifecycle marketing, with a strong understanding of music, pop culture, and fan behavior.
• Deep expertise in email and SMS marketing, including segmentation, journey design, compliance, deliverability, and performance optimization.
• Strong analytical mindset with the ability to translate data into actionable insights and strategy.
• Experience building personalized customer journeys and retention‑focused programs.
• Proven project management skills, with the ability to manage multiple priorities in a fast‑paced environment.
• Strong communication and presentation skills, with experience influencing stakeholders and leadership.
• Entrepreneurial mindset with a proactive, solutions‑oriented approach.
• Experience with ESPs and platforms such as Attentive; familiarity with HTML/CSS is a plus.
• Experience with Adobe Creative Suite (Photoshop, Illustrator, InDesign, etc.).

• Comprehensive medical, dental, and vision coverage, including 100% coverage for out‑patient in‑network mental health services.
• Fertility coverage for eligible medical plan participants.
• Wellbeing reimbursements for fitness classes, spa treatments, meal services, travel, and so much more (up to $720/year).
• Student loan repayment assistance and tuition reimbursement.
• 401(k) with 100% immediate vesting on the first 5% of contributions, plus an additional UMG contribution.
• Flexible paid time off (PTO) for exempt employees; 3‑weeks PTO for non‑exempt employees; 2‑weeks paid Winter Break; 10 company holidays;
  Summer Fridays during Memorial Day to Labor Day; generous paid parental leave.

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. Please note, UMG is not enrolled in E‑Verify in California and New York, and cannot support employment of candidates whose employer must enroll in E‑Verify, for example candidates on STEM‑OPT.

Job Category:
Marketing, Streaming & Digital Media. Salary Range: $71,010 – $120,000.