Universal Music Group – Vice President, Audience Growth & Insights (US)

About the job

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.

How We Lead

UMe is presently seeking a Vice President, Audience Growth & Insights and reporting into the SVP, Marketing. The foundations of the Audience Growth team include Insights, Community Engagement, Strategy, and Data Collection. Core functions involve leading the Audience Growth team’s marketing efforts in the creation and implementation of digital campaigns to increase fan engagement, developing our owned audiences across platforms, working with external partners to secure their support, and executing innovative digital marketing strategies. This role will be responsible for working directly with Universal artists and their representatives as well as executive staff and departments within UMe. This position is a visible and prominent role both inside and outside the organization.

How You’ll Create
  • Oversee, mentor, and effectively manage the Audience Growth team consisting of ~8 team members
  • Set the vision and strategy for the Audience Growth team and how the work connects directly to the larger business goals
  • Lead the collaboration and development with the central insights team in the creation of artist and trend insights reports
  • Work closely with artists and their representatives to develop best in class, innovative digital marketing campaigns and initiatives with the focus on engaging and growing audiences
  • Provide direction and guidance to the Audience Growth leads around campaign execution with a focus on global audience engagement to grow target audiences
  • Develop relationships and secure worldwide opportunities with digital partners, influencers, and cultural digital outlets‑in particular, maximizing and maintaining relationships with our social partners (Meta, TikTok, Snap, Twitter, etc)
  • Lead the team on setting clear goals and campaign objectives around awareness, engagement, consumption (streams, video views), and conversion (pre-orders, D2C) with measurable KPIs
  • Partner and collaborate closely with the commercial team to develop digital marketing strategies to support our Commerce goals and initiatives
  • Direct and manage relations with digital and social media marketing agencies
  • Be a creative visionary, driving progressive digital marketing campaigns and inspiring innovation across the team
  • Account for project and campaign digital marketing budgets
  • Communicate and lead the collaborative efforts across other teams at UMe including International, Content Marketing, Commerce Marketing, Radio, Production, and A&R

Bring Your Vibe
  • Experience in global music marketing, ideally working with catalog artists
  • Expert-level understanding of the technology and marketplace powering today and tomorrow’s music industry
  • Proven experience in forging strategic marketing partnerships with platforms and content creators
  • Deep knowledge and thought leadership across advertising, CRM, fan engagement and insights
  • Strong grasp of collaboration and asset management tools
  • Excellent presentation, communication and analysis skills
  • An unquenchable thirst for innovation, experimentation and reinvention
  • Passion for bringing music to the world in innovative ways
  • Ability to handle multiple projects and operate effectively in a high pressured environment
  • 10+ years of experience in digital music marketing, ideally working with catalog artists.
  • Bachelor’s preferred.

Perks Playlist

Be part of an entrepreneurial, global organization that values authenticity, drive, creativity, relationships, and a competitive spirit
Comprehensive medical, dental, vision, and FSA options, as well as:
100% coverage for out-patient mental health services
Wellbeing reimbursements for fitness classes, spa treatments, meal services, travel, and so much more (up to $720/year)
A lifetime fertility support allowance of $30,000 to plan participants
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)
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

$135,485 – $180,240

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.

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