Director, Digital Marketing
Locations: Los Angeles, California
Time type: Full time
Overview
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
We are currently seeking a Director, Digital Marketing. The Director will spearhead digital marketing strategy and initiatives across a subset of Capitol’s alternative, rock, and pop genres. They are responsible for building the digital components of an artist’s overall marketing plan – including but not limited to creating digital narratives, short-form content ideation, finding and activating audiences & subcultures, planning & executing digital campaigns, managing artist websites, fan acquisition and engagement (CRM), creator campaigns, paid media campaigns, and leading digital partner conversations for their roster.
How you’ll CREATE
Campaign Planning and Execution:
- Define, plan, and execute digital marketing campaigns for a roster of artists.
Work directly with artists and managers to set and execute compelling digital and social media strategies, growth plans, posting cadence, content, and platform best practices that tie back to strategic goals and objectives. - Set goals and campaign objectives around awareness, engagement, consumption (streams, video views), and conversion (pre-orders, D2C) with measurable KPIs.
- Contribute ideas and lead brainstorms throughout campaign planning; keep abreast of existing and emerging trends.
- Track, analyze, and utilize campaign social data, consumer behavior online, and audience awareness to help optimize digital marketing efforts.
- Measure and analyze overall campaign performance and provide insights and key learnings to other departments.
- Lead internal and external communication across all digital functions and report on results.
- Manage digital budgets across a number of activations including influencer spends, UGC content creation, advertising, web and social assets creation.
Content Creation, Digital Storytelling, and World-Building:
- Lead digital world-building through content ideation and establishing narratives that contextualize both the artist and their music in pop culture.
- Commission and orchestrate artists’ digital assets, including photo, short-form video, and release content.
- Work with creative department on digital content creation, narratives, fan lore
Audience and Community Engagement:
- Identify and amplify audiences, short-form trends, and subcultures to build awareness.
- Build and foster communities around the artists and their fans.
- Discover new sites and outlets to promote artists and maintain relationships for content seeding.
- Create and manage database marketing (CRM) campaigns to find new fans and optimize conversions.
- Identify viral, digital word-of-mouth marketing opportunities with the goal of driving traffic, fan acquisition, and creating brand awareness for artists.
- Manage relationships with top-level artists, managers, and digital partners (TikTok, Meta, Snap, VEVO).
Collaboration and Cross-Departmental Communication:
- Communicate and work collaboratively across label departments including Marketing, International Marketing, A&R, Commercial, Creative, Finance, Research & Insights, and Production.
Performance Metrics and Reporting:
- Quantify the success and efficiency of digital promotions, paid media campaigns, eCommerce efforts, social engagement, and partnerships via various analytics tools.
- Set artist goals around fan acquisition and engagement metrics, identify and establish clearly defined KPIs for which the team can be assessed and maintain accountability.
Bring your VIBE:
Experience and Expertise:
- Must have 7+ years of experience in digital marketing within the music industry, preferably at a major label, with a proven track record of building social media audiences and driving short-form content.
- Expert-level understanding of the technology and marketplace powering today and tomorrow’s music industry.
- Extensive experience in advertising, CRM, fan engagement, and analytics.
- Proven experience in forging strategic marketing partnerships with platforms and content creators.
- Proven track record of breaking songs and artists using UGC platforms and short-form content
- Strong analytical background with the ability to create and update reports.
- Proficient in using Excel, PowerPoint or Keynote, Photoshop, video editing software (Premiere or Final Cut).
Skills and Abilities:
- Excellent presentation, communication (oral and written), and analysis skills.
- Ability to contextualize results for a broad audience weekly.
- Ability to handle multiple projects and operate effectively in a high-pressure environment.
- Ability to work cross-functionally with strong project management, organization, and communication skills.
- Strong grasp of collaboration and asset management tools, including Google Drive, Slack, Box, Monday.com
- Motivated, creative, innovative, organized, detail-oriented, and accustomed to working under tight deadlines.
Passion and Drive:
- A deep-rooted love for all things rock, alternative, and pop music.
- Passion for staying on top of every new digital trend, meme, and platform.
- An unquenchable thirst for innovation, experimentation, and reinvention.
- Ambitious, self-starter requiring minimal direction. Must thrive in a team environment but be able to take initiative and work independently.
Education:
- Bachelor’s Degree is preferred.
- Universal Music Group is an Equal Opportunity Employer
Disclaimer: This job description only provides an overview of job responsibilities that are subject to change.
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:
$60,840 – $143,550
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.
