Director, Audience Growth - Santa Monica, 90404, United States of America
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!