Manager, International Audience Development

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: 

UMG is seeking a creative and collaborative Senior Manager, International Audience Development to ideate, build, and manage effective campaigns for UMG artists and their music fans. You will be highly organized, detail-oriented, and great at prioritizing what needs to get done now, while managing long term strategic initiatives. You will work cross-functionally to develop long-term artist specific audience growth strategies which you will be a central part of delivering. Focusing on connecting music fans with the right message, at the right time, you will turn insights into a strategic position that will achieve both artist and label business goals. Have a core understanding of trends, communities and content that drives online culture. You are both creative and data driven, thrive in a fast-paced environment, have a willingness to adapt, and a commitment to getting things done.

How you’ll CREATE:

TOPLINE

• Work closely with the domestic labels to devise global audience strategies.

• Develop International Audience campaigns for global priority artists across social platforms.

• Responsible for driving exposure and engagement for AU/NZ global priority artists outside of AU/NZ.

• Collaborate closely with AU/NZ teams to develop best practices for international audiences.

• Provide analysis and reporting back to the local labels on all campaigns and international audience development.

CAMPAIGNS

• Develop holistic creator campaigns around new + catalogue releases.

• Amplify local label campaigns and work closely with AU/NZ teams on developing initial ideas for international audiences.

• Establish relevant creator relationships across multiple markets who align with priority artists.

• Manage relationships and campaigns with UMG territory specific digital marketing teams where relevant.

• Plan international (ex-AU/NZ) budgets for ad, creator and boosting spends.

• Build and maintain relationships with international creator/digital agencies.

• Involved in ensuring broader digital marketing activations are relevant to audiences beyond AU/NZ.

ORGANIC

• Foster and engage with audiences across community platforms (Discord, Reddit etc.).

• Identify and exploit key moments and opportunities within these communities to prompt increased ‘fandom’.

• Ensure CRM campaigns for focus artists have ex ANZ focus.

LANDSCAPE

• Identify international audiences and communities to tap into for new audience growth.

• Creative thinker with knowledge and awareness of cultural trends + communities.

• Ability to understand and leverage these trends and moments to organically build audience for an artist that remains authentic for their brand, image and tone.

• Understanding of social platforms and how to leverage their individual features for artist success.

• Working within a framework of release timelines.

ANALYSIS

• Assist in setting project targets + benchmarks for focus artists.

• Monitor tone and ‘narrative’ of cultural conversations to ensure strategy is aligned and relevant for target audience.

• Monitor, report and interpret campaign performance metrics and how these can help achieve overarching audience growth targets.

 Bring your VIBE:

• 5+ years of experience in Social, Digital Marketing with an emphasis on audience development.

• Experience planning artist organic social campaigns and executing paid spend across major platforms.

• Experience planning, briefing and executing creator campaigns with knowledge of external agencies.

• Experience of working within and scaling super-fan communities

• Extensive experience designing tests across multiple media channels to assure interpretable and actionable results and overseeing complex executions.

• Ability to understand performance data to adapt plans, analyze trends + contextualize current position.

• Exceptional written and verbal communication skills and is at ease communicating across teams and different levels within a large organization.

• Strong analytical skills (particularly with Excel / Google Sheets, Google Analytics, DOMO) and the ability to leverage data for insights and action.

• Must have a 'can do' attitude with an entrepreneurial mindset and be comfortable working in a dynamic, unstructured environment on complex projects.

• Adept in strategic thinking & analytics with a passion for innovation and creative problem solving.

• Knowledge of basic email & SMS marketing rules & regulations.

• Previous work experience in the music industry.

• BA degree in Music Business, Marketing or related field.

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.