Naras Eechambadi and Alexandra Hinkle join Universal in global e-commerce and direct-to-consumer roles

Naras Eechambadi has joined Universal Music Group (UMG) as its Chief Data & Analytics Officer, and Alexandra Hinkle has been named Chief Marketing Officer, Global Consumer Marketing.

The newly created roles advance UMG’s global e-commerce and direct-to-consumer strategy, says the company.

Eechambadi will accelerate UMG’s global consumer and fan data strategy, as well as extend the company’s industry leadership in data and analytics, says UMG.

Hinkle, meanwhile, has more than 25 years of experience leading cross functional marketing teams.

Hinkle will oversee marketing strategy, campaign strategy, marketing planning and coordination, audience growth, CRM, digital innovation, paid media and performance marketing.

Eechambadi and Hinkle will be based in Santa Monica and report to Richelle Parham, President of Global E-Commerce and Business Development.

Eechambadi has worked for organizations such as BBDO Worldwide, BASES (now part of NielsenIQ), McKinsey and Company and First Union National Bank (now part of Wells Fargo).

Eechambadi has also served as the founder and Chief Executive Officer of Quaero for more than two decades.

Quaero’s clients included Disney/ESPN, Marriott, American Express, Bank of America, Charter Communications, NASCAR, Priceline and Starwood.

In her role, Hinkle will partner closely with UMG’s labels, territories and Bravado, UMG’s merchandise service, to provide marketing support, education and resources.

Hinkle has worked with global and U.S.-based companies that include MGM Resorts International, eBay, Visa, and Macy’s, Hinkle most recently led all Property Marketing and Campaign Strategy for Wynn Resorts Las Vegas.

“I’m pleased to welcome Naras and Alex to my team.”

Richelle Parham

Richelle Parham, said: “I’m pleased to welcome Naras and Alex to my team.

“Together, we will help advance Universal Music Group’s unparalleled opportunity to build a consumer-demand-driven e-commerce business that forges meaningful bonds between artists and fans while cultivating important revenue streams.”

“I’m honored to join UMG.”

Naras Eechambadi

Naras Eechambadi, said: “I’m honored to join UMG, the world’s most successful and innovative music company, to build on the company’s industry leadership and drive a global data and analytics strategy that will allow our artists to reach new and current fans around the world across a number of existing and developing consumer touchpoints.

“I’m thrilled to join Richelle’s team.”

“we will build on the company’s tremendous track-record.”

Alexandra Hinkle

Alexandra Hinkle, added: “I’m excited to join UMG, a world-class marketing leader across the entertainment industry.

“By coordinating our marketing efforts globally, we will build on the company’s tremendous track-record of ensuring our artists reach fans through innovative cross-channel campaigns and products.

“I’m thankful to Richelle for this opportunity and I can’t wait to work with UMG’s incredibly talented executive team.”

Last week, Universal Music Group confirmed it was entering the ‘name and likeness’ game by launching a strategic alliance with Authentic Brands Group (ABG) to acquire and actively manage artist brands.

ABG is a global brand owner whose portfolio includes celebrity brands such as Marilyn Monroe, Muhammad Ali, and Elvis Presley.

According to a press release, ABG uses these rights to create “memorable brand experiences that come to life across key consumer touchpoints, platforms and emerging media”.Music Business Worldwide

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