Warner Music UK has appointed Natasha Billing as Senior Vice President, Commercial and Data Insight, and promoted Nick Allum to Vice President, Data and Insight.
Bringing over 15 years of global leadership experience to her new role, Billing has an extensive background in spearheading marketing strategies for brands such as ASOS, Made.com, and NA-KD. Notably, Billing previously worked for Warner Music International between 2007 and 2010 in a strategic and product innovation capacity.
Warner Music UK says the appointment of Billing — who is experienced in partner management, revenue growth strategies, and data-driven decision-making — marks a shift in the company’s approach to revenue generation and data analytics.
The shift aims to elevate the quality of service provided to labels and partners, playing a key role in nurturing artist careers, enhancing audience engagement, and driving innovation and growth throughout the company, Warner added.
“I look forward to energizing existing and new partner relationships and working with my team and the wider UK company to drive an innovative approach to data strategy and commercial success.”
Natasha Billing, Warner Music UK
Billing will report to Isabel Garvey, Warner Music UK’s Chief Operating Officer.
Meanwhile, Allum, who has been promoted to the newly created role of VP for Data and Insight, will report directly to Billing. Allum previously led WMUK’s Research and Analysis Department, which handles the gathering and assimilating of data for strategic purposes.
In his new role, Allum will lead the establishment of a centralized, independent WMUK Data and Insight team. This team will oversee audience, revenue, and marketing data, collaborating closely with frontline labels and other teams to implement “a more sophisticated strategic approach to artist development, consumer insight and success measurement.”
“The way Commercial and Data teams operate within a record company is evolving, and at Warner Music, we want to be at the forefront of this change.”
Isabel Garvey, Warner Music UK
“The way Commercial and Data teams operate within a record company is evolving, and at Warner Music, we want to be at the forefront of this change,” said Garvey.
“With our new setup, and under Natasha and Nick’s leadership, we are well positioned to offer the best support possible to our artists, labels and partners, while further promoting and accelerating WMUK’s incredible frontline and catalogue releases. I look forward to working closely with Natasha and Nick as we move to the next chapter.”
Commenting on her appointment, Billing said, “I’m delighted to be rejoining Warner Music at an exciting time for the industry and the company. I look forward to energizing existing and new partner relationships and working with my team and the wider UK company to drive an innovative approach to data strategy and commercial success.”
“In my new role, I want to build a team that can work closely with the labels and give them the insights they need to help elevate our artists.”
Nick Allum, Warner Music UK
Allum stressed the critical role of data analysis, saying, “In today’s world, data has never been more readily available, but it’s imperative that we know how to analyze to make sense of the noise and storytelling to create actionable insight. In my new role, I want to build a team that can work closely with the labels and give them the insights they need to help elevate our artists.”
Additionally, Warner Music announced Linda Walker’s departure at the end of last year, which came two years after she was promoted to SVP, Commercial, UK & Europe, at Warner Music UK.
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