Director, Audience

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We are UMG, the Universal Music Group. We are the world’s leading music company. In everything we do, we are committed to artistry, innovation and entrepreneurship. We own and operate a broad array of businesses engaged in recorded music, music publishing, merchandising, and audiovisual content in more than 60 countries. We identify and develop recording artists and songwriters, and we produce, distribute and promote the most critically acclaimed and commercially successful music to delight and entertain fans around the world.

Universal Music Enterprises (UMe), the catalog division of UMG, is presently seeking a Director of Audience Growth to work in the company’s Santa Monica, CA location, reporting to the VP of Audience Growth and Insights. As a leader within the Audience Growth team, you will focus on digital and lifestyle marketing for artist and track campaigns that help expand artist and catalog awareness.

Working across all genres and eras of music, the Director of Audience Growth will help to provide meaningful insights to found marketing strategy, sculpt and execute full-funnel social + digital marketing strategy, engage creators + fan communities, as well as execute paid media campaigns and CRM acquisition and growth. As a leader on the team, you will help to set the tone with junior staff and be responsible for direct reports.

You will be tasked to creatively develop our owned audiences across social, streaming and CRM platforms, working closely with external partners to secure campaign support. You will lead by example and inspire the team to seamlessly integrate ever-evolving technologies to help us optimize output. You will bring innovative digital marketing strategies to the table, rooted in audience growth and acquisition.

• Work closely with artists and their representatives to develop innovative digital + lifestyle marketing campaigns and initiatives with the focus on engaging and growing audiences
• Strategize and oversee marketing campaign execution, with a focus on global audience engagement in partnership with International, to grow target audiences
• Strategize artist community marketing and appropriate outreach surrounding campaigns
• Develop relationships and secure Global opportunities with digital partners, creators, influencers, and cultural digital platforms
• Set clear goals and campaign objectives around awareness, engagement, consumption (streams, video views), and conversion (pre-orders, D2C) with measurable KPIs
• Partner + collaborate closely with the commercial team to develop digital marketing strategies to support accounts
• Mentor and be a trusted, strategic leader for the team
• Direct and manage relations with digital marketing agencies as needed
• Be a creative visionary, driving progressive digital marketing campaigns and inspiring innovation across the team
• Manage project and campaign digital marketing budgets, including creator, paid media and partner activations
• Maintain communication + nurture digital partner relationships (Meta, Snap, Tik Tok, X, etc.)
• Work collaboratively with the broader Audience Growth team, and other cross-functional teams at UMe including project management, creator + streaming marketing, International, commercial, PR, production + A&R
• Report results internally and externally throughout the duration of a campaign

• 5-7+ years of experience in digital + lifestyle marketing, ideally working with talent, or in a comparable entertainment or creative space
• Ability to handle multiple projects and operate effectively in a high-pressured, sometimes ambiguous environment
• Deep understanding of the paid media space and how its efforts intertwine with organic digital content
• Proven ability to communicate and be a trusted team member and leader within the department
• Expertise of social platforms and in-app tools
• Previous people management experience, a plus.
• Content creation and/or production experience, a plus
• Proven experience in forging strategic marketing partnerships with digital platforms
• Passion for working with content creators to develop…