Universal Music Group has appointed New York Times veteran Hannah Poferl to the role of Chief Data Officer.
The appointment is effective immediately. Poferl will be based in Santa Monica and will report to Chief Operating Officer Boyd Muir, UMG said in a statement on Tuesday (January 13).
She will lead the company’s data and analytics strategy and functions globally, with responsibility for audience development and engagement, and will implement the use of data and AI to power UMG’s superfan strategy.
The aim is to better connect the company’s artists and labels with fans, empower talent discovery, and help unlock long-term value for UMG’s global catalog. A part of Poferl’s role will be to support operational performance at UMG’s companies worldwide, UMG said.
“Her exceptional reputation and track record of strategically utilizing data, analytics and AI technology to grow, connect and engage audiences with creativity and culture, mirrors our own vision for transforming the ways artists and labels can connect with fans.”
Boyd Muir, UMG
Muir said: “We are thrilled to welcome Hannah to the UMG team. Her exceptional reputation and track record of strategically utilizing data, analytics and AI technology to grow, connect and engage audiences with creativity and culture, mirrors our own vision for transforming the ways artists and labels can connect with fans.
“Her unique insight and deep understanding of both the creative and commercial aspects of the creative sector, dovetail perfectly with our own ambitions to accelerate the role data and technology play in our driving our superfan initiatives, direct to consumer platforms and UMG’s business globally.”
Poferl said: “I’m excited to join UMG because of its clear focus on using data and technology in service of artists and artistry at a time when data and technology are playing an increasingly important role.
“The organization’s ambitious and thoughtful approach to innovation, including AI, reflects a clarity of purpose and a respect for creativity that I value deeply. Storytelling has been central to my career, and music is one of the most powerful storytelling mediums that exists — making this an especially meaningful place to do this work.”
“[UMG’s] ambitious and thoughtful approach to innovation, including AI, reflects a clarity of purpose and a respect for creativity that I value deeply.”
Hannah Poferl
Poferl most recently served as Chief Data Officer at The Times, a role she held since 2021. Overseeing a team of some 200 people, Poferl “led data-driven acquisitions and editorial transformations that helped propel The Times to the top of its peer group – closing the gap with broadcast rivals and outpacing digital peers,” UMG said.
In the nearly 12 years she spent at the newspaper, Poferl held a number of other positions including Associate Managing Editor, Director of Newsroom Strategy, Deputy Editor and Senior Manager, Newsroom Analytics.
Her appointment comes just a week after it was confirmed that Warner Music Group veteran James Steven will be joining UMG as EVP & Chief Communications Officer.
Steven, who served as WMG’s Chief Communications Officer for 10 years, will take up his new role on January 26. He will be based in New York and will report to Chief Administrative Officer Will Tanous.
Other relatively recent high-level appointments at UMG include the appointment of prominent global finance exec Matt Ellis to Chief Financial Officer last May, and Muir’s own appointment to COO in October, 2024.Music Business Worldwide
