Amy Jeninga promoted to VP, Digital Strategy at Universal Music Canada

April 9, 2019

Amy Jeninga has been promoted to Vice President, Digital Strategy at Universal Music Canada, effective immediately.

Reporting to Kristen Burke, Executive Vice President and General Manager, Jeninga will oversee the company’s digital strategy portfolio, building and forging new global partnerships and opportunities, developing and leading plans to maximize digital engagement and growth for artists.

According to UMC, she will ensure the company ‘is at the forefront of innovation, creativity and strategic leadership in the digital space’.

Joining Universal Music Canada in 2010 as a Marketing Manager, Jeninga’s career has developed as a vital member of the core team, with roles from Senior Manager, Marketing & Digital; Director, Marketing & Digital; and most recently, Senior Director, Digital Strategy.

Formed in 2018, the Digital Strategy team at Universal Music Canada creates new opportunities for artists by extending and amplifying new and existing platforms.

Notably, the team launched an exclusive partnership with Luminosity Gaming (the largest e-sports gaming team in Canada), marking the first time a music label and e-sports organization have banded together to formally connect music and the ever-growing gaming world.

Working closely with Apple Music and the Toronto Transit System, the Digital Strategy team created the ‘Tracks on Tracks’ program, including playlists featuring Universal Music artists such as Ariana Grande, Post Malone, Shawn Mendes, Migos, Billie Eilish, Kacey Musgraves and more, to offer commuters a range of artist-curated playlists on Apple Music, supported by advertising across and throughout the Toronto Transit System.

“Amy’s career to date has been incredibly impressive.”
Kristen Burke, Universal Music Canada

“Amy’s career to date has been incredibly impressive. She’s a sharp, smart strategic thinker, always looking for the next big idea and ready to forge new partnerships that are mutually beneficial for our artists and partners,” said Burke.

“Her firm grasp of the inner workings of the business and her creative and strategic approach makes her the perfect person to take our digital strategy portfolio to the next level.”