Manager, Catalog Creator Urban

The Manager, Catalog Creator – Urban supports creator, influencer, and content marketing for IGA’s Hip-Hop and R&B catalog artists. This role focuses on amplifying culturally significant eras, anniversaries, reissues, and historic milestones through authentic creator partnerships. The manager will lead day-to-day execution of creator strategies, manage sourcing and outreach, track performance, and collaborate with internal teams to ensure content reflects artist legacy and drives catalog discovery globally.

Must Have

• Lead day-to-day execution of creator and influencer strategies for Urban catalog campaigns.
• Identify creators tied to Hip-Hop/R&B culture.
• Manage creator sourcing, outreach, briefings, and deliverable tracking.
• Compile creator performance across platforms and generate insights.
• Liaise with creators, digital marketing, artist teams, and estates.
• Activate around trends, conversations, and cultural moments relevant to Urban catalog.
• Utilize platform data, genre knowledge, and cultural trends to identify creators.
• Track KPIs and performance, identifying opportunities to boost successful content.
• Integrate global insights when evaluating creator content performance across markets.
• Partner with Catalog and Core label teams such as Catalog Marketing, Digital, Creative, A&R Research, Production, and Revenue teams.
• Support integration of IGA’s creator/content network into Urban catalog campaigns.
• Ensure creator output aligns with broader strategy, narrative, and artist legacy.
• 3+ years of creator/influencer marketing experience in Hip-Hop/R&B or adjacent cultural spaces.
• Strong understanding of Urban culture, creator communities, digital trends, and fan behavior.
• Ability to build and maintain relationships across creators, internal teams, and artist/estate partners.
• Highly organized, detail-oriented, and capable of managing multiple catalog initiatives at once.
• Strategic perspective on balancing paid and earned creator strategies.
• Appreciation for Urban music history and awareness of how these stories resonate internationally.

Perks & Benefits

• Be part of an entrepreneurial, global organization that values authenticity, drive, creativity, relationships, and a competitive spirit
• Comprehensive medical, dental, vision, and FSA options
• 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
• 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 Manager, Catalog Creator – Urban supports creator, influencer, and content marketing initiatives across IGA’s Hip-Hop and R&B catalog artists. This role amplifies culturally defining eras, anniversaries, reissues, archival stories, producer moments, and historic milestones through creator partnerships that feel authentic to Urban culture. Collaborating with Digital Marketing leadership and internal teams, the Manager ensures creator content reflects each artist’s legacy and cultural impact while driving catalog discovery among both existing fans and new generations. A general global awareness is important to help campaigns reach audiences beyond the U.S. when relevant.

How You’ll CREATE

Creator, Influencer & Content Strategy

• Lead day-to-day execution of creator and influencer strategies for Urban catalog campaigns.
• Identify creators tied to Hip-Hop/R&B culture—including commentary, dance, lifestyle, education, fashion, and production communities.
• Recommend creators suited for key territories when projects require international amplification.
• Support initiatives tied to anniversaries, classic album moments, archival releases, and cultural celebrations.

Campaign Development & Execution

• Manage creator sourcing, outreach, briefings, deliverable tracking, and communication.
• Compile creator performance across platforms and generate insights for internal teams.
• Liaise with creators, digital marketing, artist teams, and estates to ensure authentic, culturally aligned storytelling.
• Activate around trends, conversations, and cultural moments relevant to Urban catalog.

Insights, Data & Optimization

• Utilize platform data, genre knowledge, and cultural trends to identify creators who feel organic to each campaign.
• Track KPIs and performance, identifying opportunities to boost successful content.
• Integrate global insights when evaluating creator content performance across markets.

Cross-Functional Collaboration

• Partner with Catalog and Core label teams such as Catalog Marketing, Digital, Creative, A&R Research, Production, and Revenue teams.
• Support integration of IGA’s creator/content network into Urban catalog campaigns.
• Ensure creator output aligns with broader strategy, narrative, and artist legacy.

Bring Your VIBE

• 3+ years of creator/influencer marketing experience in Hip-Hop/R&B or adjacent cultural spaces.
• Strong understanding of Urban culture, creator communities, digital trends, and fan behavior.
• Ability to build and maintain relationships across creators, internal teams, and artist/estate partners.
• Highly organized, detail-oriented, and capable of managing multiple catalog initiatives at once.
• Strategic perspective on balancing paid and earned creator strategies.
• Appreciation for Urban music history and awareness of how these stories resonate internationally.

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

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Job Category:

Marketing, Streaming & Digital Media