Director, Audience Growth

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:
Universal Music Enterprises (UMe), the catalog division of UMG, is presently seeking a Director of Audience Growth to work in the company’s Santa Monica, CA location, reporting to the VP of Audience Growth and Insights. As a leader within the Audience Growth team, you will focus on digital and lifestyle marketing for artist and track campaigns that help expand artist and catalog awareness. Working across all genres and eras of music, the Director of Audience Growth will help to provide meaningful insights to found marketing strategy, sculpt and execute full-funnel social + digital marketing strategy, engage creators + fan communities, as well as execute paid media campaigns and CRM acquisition and growth.

As a leader on the team, you will help to set the tone with junior staff and be responsible for direct reports. You will be tasked to creatively develop our owned audiences across social, streaming and CRM platforms, working closely with external partners to secure campaign support. You will lead by example and inspire the team to seamlessly integrate ever-evolving technologies to help us optimize output. You will bring innovative digital marketing strategies to the table, rooted in audience growth and acquisition.

How you’ll CREATE:

• Work closely with artists and their representatives to develop innovative digital + lifestyle marketing campaigns and initiatives with the focus on engaging and growing audiences

• Strategize and oversee marketing campaign execution, with a focus on global audience engagement in partnership with International, to grow target audiences

• Strategize artist community marketing and appropriate outreach surrounding campaigns

• Develop relationships and secure Global opportunities with digital partners, creators, influencers, and cultural digital platforms

• Set clear goals and campaign objectives around awareness, engagement, consumption (streams, video views), and conversion (pre-orders, D2C) with measurable KPIs

• Partner + collaborate closely with the commercial team to develop digital marketing strategies to support accounts

• Mentor and be a trusted, strategic leader for the team

• Direct and manage relations with digital marketing agencies as needed

• Be a creative visionary, driving progressive digital marketing campaigns and inspiring innovation across the team

• Manage project and campaign digital marketing budgets, including creator, paid media and partner activations

• Maintain communication + nurture digital partner relationships (Meta, Snap, TikTok, X, etc.)

• Work collaboratively with the broader Audience Growth team, and other cross-functional teams at UMe including project management, creator + streaming marketing, International, commercial, PR, production + A&R

• Report results internally and externally throughout the duration of a campaign

Bring your VIBE:

• 5-7+ years of experience in digital + lifestyle marketing, ideally working with talent, or in a comparable entertainment or creative space

• Ability to handle multiple projects and operate effectively in a high-pressured, sometimes ambiguous environment

• Deep understanding of the paid media space and how its efforts intertwine with organic digital content

• Proven ability to communicate and be a trusted team member and leader within the department

• Expertise of social platforms and in-app tools

• Previous people management experience, a plus.

• Content creation and/or production experience, a plus

• Proven experience in forging strategic marketing partnerships with digital platforms

• Passion for working with content creators to develop breakthrough content for our artists

• Experience with CRM, fan engagement, and community marketing, with a curiosity and openness to learn more

• Ability to lead project output and maintain communication with management and artist teams

• Passion for music and bringing catalog music to new audiences

• An unquenchable thirst for innovation, experimentation, and reinvention!

Perks Playlist:

Join an entrepreneurial, global organization where authenticity, boldness, creativity, connection, drive, and insight aren’t just values—they’re how we work every day. Here are some of the ways we support you along the way (and just a few of the benefits we offer):

• Comprehensive medical, dental, and vision coverage

• Including 100% coverage for out-patient in-network mental health services

• Fertility coverage for eligible medical plan participants

• Wellbeing reimbursements for fitness classes, spa treatments, meal services, travel, and so much more (up to $720/year)

• Student Loan Repayment Assistance and Tuition Reimbursement

• 401(k) with 100% immediate vesting on the first 5% of your contributions, plus an additional UMG contribution

A 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

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Salary Range:

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.