Senior Director, Audience Development

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:

UMG Global Audience Development is looking for a Senior Director, Audience Development to join our performance marketing organization. In this key leadership role, you will lead and collaborate with REPUBLIC Collective Label client teams responsible for growing long-term relationships with music fans at scale. You will have ownership and responsibility for developing and driving audience programs that enhance the fan experience through innovative initiatives that focus on acquisition, retention, and reactivation across all channels and segments. The successful candidate will be equal parts creative and analytical, delighting our music fans with new experiences while measuring their effectiveness through advanced analytics.

How you’ll CREATE:

• Lead audience growth strategy and optimization in partnership with our Label client businesses
• Collaborate across the organization to develop our marketing and product roadmap in support of your vision
• Build a high performing marketing team and mobilize them to execute on your vision while supporting them achieve their professional development goals
• Drive the development of a data-driven, fan-centric, test-and-learn culture through use & advocacy of marketing technology and reporting & analytics
• Define and validate core audience KPIs
• Partner closely with E-commerce teams to determine best ways to acquire new customers, deepen artist-fan engagement, drive increased spend and average order value
• Analyze and interpret user segments and behaviors to be leveraged in lifecycle marketing, driving automated, personalized communications
• Support Label client teams in building comprehensive reports and dashboards of all relevant CRM KPIs to track and socialize performance across individual and evergreen/lifecycle campaigns
• Employ data-driven insights and an iterative testing approach to help optimize campaign builds, content modules, segmentation and other testing attributes
• Lead development of new customer activation capabilities & service offerings, ensuring Label and artist needs are appropriately prioritized

 Bring your VIBE:

• 10+ years experience in digital marketing with focus on retention and engagement with demonstrable results
• Highly analytical with proven track record of applying data-driven insights into successful tactics
• Strong project management skills, the ability to manage multiple projects simultaneously and the desire to bring structure to undefined processes
• Expert communication, presentation, and material preparation skills required
• High level of comfort navigating large organizational dynamics; proven success driving projects forward in a complex corporate structure is strongly preferred
• Technical proficiency and knowledge of CRM database solutions and feeds, loyalty platforms, campaign management tools and platforms, Google Analytics, and BI tools/systems
• Superior verbal and written communication skills
• Strong attention to detail, strong ability to complete work on tight deadlines, logical thinking, curious, self-motivated
• Goal-driven and passionate about exceeding goals
• Convey a can-do, positive attitude towards tackling problems and are able to see other points of view, while maintaining a confident direction. Willing to roll up your sleeves and do what is necessary to get the job done

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.

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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.