The Director, Catalog Digital Marketing leads digital strategy, innovation, cultural storytelling, and audience development for Capitol Records’ Pop/Rock and Urban (Hip-Hop & R&B) catalog artists, spanning one of the most influential and diverse repertoires in recorded music.
Key Responsibilities
- Digital Strategy & Catalog Campaign Leadership: Lead overall digital strategy and senior project management for Capitol Records’ Pop/Rock and Urban catalog roster. Define and execute digital campaigns for anniversaries, reissues, remasters, deluxe packages, cultural moments, and long-term legacy initiatives. Develop genre-aware digital marketing plans, recognizing differences in audience behavior, cultural storytelling, platform engagement, and discovery pathways between Pop/Rock and Urban music. Audit catalog performance across platforms to identify strengths, weaknesses, opportunities, and threats that inform planning and prioritization. Build comprehensive digital marketing plans outlining campaign goals, cultural context, messaging, audience targets, and cross-platform execution. Establish long-term frameworks that drive catalog discovery, deepen fan loyalty, and sustain engagement across digital ecosystems.
- Content, Creative Direction & World-Building: Partner with Catalog and Core label teams to build cohesive digital worlds aligned with each artist’s brand, genre, history, and catalog eras. Oversee development of catalog-focused content including archival footage, mini-docs, story-driven series, social-first assets, evergreen features, and platform-optimized video. Ensure storytelling reflects genre-specific nuance—from Pop/Rock’s legacy-driven narratives and visual eras to Urban music’s cultural impact, community influence, collaborators, and sonic evolution. Guide content to be platform-native, culturally relevant, and authentic to each artist’s history.
- Fan Engagement, CRM & Lifecycle Marketing: Lead CRM, email, SMS, and owned-channel strategies that account for different fan behaviors across Pop/Rock and Urban audiences. Build lifecycle marketing pathways that serve both long-time fans and discovery-stage audiences across genres. Develop evergreen programming that sustains catalog relevance beyond traditional release windows. Collaborate with D2C and Commercial teams to drive revenue through genre-appropriate catalog products including vinyl, merch, box sets, and special releases.
Qualifications
- 7–10+ years of digital marketing experience within the music industry; experience working across both Pop/Rock and Urban catalogs strongly preferred.
- Proven success leading complex, multi-phase digital campaigns across multiple genres.
- Ability to balance genre-specific strategy with a unified label vision.
- Deep understanding of Pop/Rock and Urban culture, fan communities, platform behaviors, and digital trends.
- Strong judgment around when strategies should diverge by genre—and when they should align for maximum impact.
Benefits
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 outpatient 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
- 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.
Equal Opportunity
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. Please note, UMG is not enrolled in E-Verify in California and New York, and cannot support employment of candidates whose employer must enroll in E-Verify, for example candidates on STEM-OPT.
Job Details
Job Category: Marketing, Streaming & Digital Media
Salary Range: $70,304 - $152,260
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