Manager, Digital Marketing & Community

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 – Digital Marketing & Community will focus on growth of the central UMG Twitch channel and by extension, the growth of its associated platforms. The role co-reports to the VP of Content & Creative and °1824 Sr. Director, Operations & Strategy.

The UMG Central Twitch Channel, 3point5, is focused on growing the impact of music on Twitch through creating live moments that connect artists with their most vital fans.

HOW YOU’LL CREATE:

• The role is based in Santa Monica with in-office or on-set duties occurring at least 4 days/week.
• Develop and execute a strategy to drive viewership of music-focused livestreams
• Create and implement marketing plans on both a channel and per-stream basis
• Set goals and campaign objectives around awareness, engagement, consumption (video views), and conversion (channel follow / subscribe) with measurable KPIs, all in the service of driving viewership
• Develop and execute a strategy to increase the audience and engagement of both the 3point5 Twitch channel and its social channels (Instagram, TikTok, Discord and other platforms)
• Track, analyze and utilize campaign social data, consumer behavior online and audience awareness to optimize digital marketing and programming efforts
• Managing and developing social content across Discord, Instagram, TikTok and other platforms
• Building a community around the Twitch channel that consists of native Twitch streamers, as well as music superfans, influencers, Reddit members, hosts and 3rd party partners
• Developing the brand voice and visual identity
• Book programming for the livestreams by working with various labels, business units and artist teams
• Build and maintain strong relationships with label staff, artist management, artists, influencers, and digital partners to be viewed as a resource for best practices and implementing livestreaming & community development strategies
• Working closely with production & tech staff on booking input, host selection, project management (deadlines, agreeing on who does what) and keeping them aware of all the marketing + community work
• Oversee part-time 3point5 staff for social media and community development
• Collaborating with °1824 teammates and work across internal teams to mutually support initiatives 
• Execute post-livestream content distribution strategy
• Create reports, decks and pitches
• Manage digital budgets across a number of advertising and influencer campaigns
• Actively participate in team meetings, discussions and planning activities
• Other duties as assigned

BRING YOUR VIBE:

• Deep knowledge and expertise of social media, content, CRM, and the livestreaming space
• Deep and specific understanding of the music marketplace including but not limited to typical marketing strategies, creation of fandoms, and customary communication practices
• Well-developed knowledge of all social platforms and how to build deeper connections with fans

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.

E-Verify Participation Poster: English / Spanish

E-Verify Right to Work Poster: English | Spanish

Job Category:

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.