Director, Catalog Digital Marketing Pop/Rock

The Director, Catalog Digital Marketing – Pop/Rock at Universal Music Group leads digital strategy, innovation, and audience development for Interscope’s iconic Pop/Rock catalog artists. This role involves overseeing digital campaigns for anniversaries, reissues, deluxe packages, and long-term legacy-building initiatives. Key responsibilities include developing digital marketing plans, creating and optimizing digital content, managing partnerships, driving CRM and fan development, leading digital advertising, and coordinating with international teams to strengthen artist legacy and expand reach with diverse fanbases.

Must Have

• 7-10+ years digital marketing experience in music industry
• Proven success leading complex, multi-phase digital campaigns
• Strong communication, leadership, and organizational skills
• Expertise in content strategies, social platforms, CRM, paid media, analytics
• Ability to evaluate new technologies and interpret data for optimization
• Creative, proactive, detail-oriented, and adaptable mindset
• Comfortable working cross-functionally and building positive relationships

Perks & Benefits

• Comprehensive medical, dental, and vision coverage
• 100% coverage for out-patient in-network mental health services
• Fertility coverage for eligible medical plan participants
• Wellbeing reimbursements (fitness classes, spa treatments, meal services, travel, up to $720/year)
• Student Loan Repayment Assistance and Tuition Reimbursement
• 401(k) with 100% immediate vesting on first 5% contributions, plus 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

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

The Director, Catalog Digital Marketing – Pop/Rock leads digital strategy, innovation, and audience development for Interscope’s iconic Pop/Rock catalog artists. This role oversees digital campaigns across anniversaries, reissues, deluxe packages, archival storytelling, and long-term legacy-building initiatives.

You’ll collaborate across marketing, creative, A&R research, commercial, and international teams to ensure all digital efforts strengthen artist legacy while expanding reach with both established and emerging fanbases. A global mindset is important, applied thoughtfully to ensure campaigns naturally resonate across key markets without overpowering the core domestic strategy.

How You’ll CREATE

Digital Strategy & Innovation

• Lead overall digital strategy and senior project management for Pop/Rock catalog artists.
• Audit catalog performance across platforms to identify strengths, weaknesses, opportunities, and threats that inform campaign planning.
• Build digital marketing plans that clearly outline campaign goals, core messaging, key tactics, and cross-platform execution.
• Drive innovation by exploring new technologies, formats, and digital behaviors that reinvigorate catalog discovery and engagement.

Content, Creative & World-Building

• Partner with Catalog and Core label teams such as Marketing, Creative, Visual, and A&R Research to build cohesive digital worlds aligned with each artist’s brand, history, and catalog era.
• Oversee the creation and optimization of digital assets including video content, archival storytelling, social visuals, evergreen features, and digital toolkits.
• Ensure content is platform-ready, culturally relevant, and consistent with broader creative direction.

Partnership Management & Platform Strategy

• Manage label relationships with key digital partners and accounts to secure meaningful platform support and impactful campaign moments.
• Oversee platform-specific strategies around catalog discovery, playlist visibility, UGC, content ID, channel health, and SEO/algorithmic optimization.
• Identify and evaluate new platforms, startups, and technologies to determine strategic opportunities for catalog growth.

CRM, Lifecycle Marketing & Fan Development

• Lead CRM, email, and SMS strategies across owned channels to deepen fan engagement and reactivate interest around catalog moments.
• Build lifecycle marketing pathways for both longtime fans and discovery-stage audiences.
• Collaborate with D2C teams to drive catalog revenue through merch, vinyl, box sets, and other catalog-driven product offerings.

Advertising, Media & Performance Marketing

• Provide senior leadership in digital advertising strategy, including paid social, search, video, and performance media planning.
• Manage internal and agency relationships to ensure media spend is aligned with campaign goals and optimized for growth.
• Review analytics to refine targeting, messaging, and ROI across campaigns.

Global Coordination (Light Touch)

• Work with international teams on digital strategies that support major global catalog moments.
• Share toolkits, creative assets, and insights to help regions adapt campaigns effectively.
• Consider global audience behavior when planning rollouts, content distribution, and fan engagement tactics.

Cross-Functional Leadership & Communication

• Serve as a point of contact for artist management, estates, internal partners, and external stakeholders.
• Ensure effective communication across all Catalog and Core digital sub-teams, fostering clarity, alignment, and collaboration.
• Manage digital marketing budgets and coordinate with cross-functional partners to allocate resources strategically.

Bring Your VIBE

Experience & Leadership

• 7–10+ years of digital marketing experience in the music industry, preferably with catalog or Pop/Rock-focused work.
• Proven success leading complex, multi-phase digital campaigns and managing multiple stakeholders.
• Strong communication, leadership, and organizational skills.

Digital Expertise

• Expertise in content strategies, social platforms, CRM, paid media, analytics, and audience development.
• Ability to evaluate new technologies and emerging digital spaces to uncover innovative opportunities.
• Strong ability to interpret data and apply insights to optimize campaigns.

Mindset & Approach

• Creative, proactive, detail-oriented, and adaptable.
• Comfortable working cross-functionally—including with global teams when relevant.
• Skilled at building positive relationships with artist teams, internal partners, and external collaborators.

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

E-Verify Right to Work Poster: English | Spanish

Job Category:

Marketing, Streaming & Digital Media

Salary Range:

$74,250 - $171,435

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.