Paid Media D2C Specialist

Universal Music Group is seeking a Paid Media D2C Specialist to manage global direct-to-consumer paid media campaigns for artists and brands. The role involves setting up and customizing full-funnel campaigns across various digital channels like social, Google, and programmatic. The specialist will identify target audiences, build custom data sets, manage significant media budgets, and implement conversion tracking. A passion for music and the evolving advertising landscape is essential, with a focus on performance marketing and effective strategy communication.

Must Have

• Setup and customize full funnel paid media campaigns across a variety of channels (social, google, programmatic etc).
• Experience building ad reports for various levels of the business, including senior executive stakeholders.
• Identify target audiences and analyze their characteristics, behaviors, and media habits.
• Build custom audiences and data sets for every artist campaign, targeting DSPs, audience growth KPIs, etc.
• Manage and track approved media budgets for 100+ campaigns every quarter, with 6-7 figure amounts.
• Research trends, innovations, and changes that affect media buying, while always staying in “beta mode” to constantly evolve and test new tactics.
• Implement test initiatives and report findings in clear/concise manner.
• Understand pixel implementation on websites for data collection and conversion tracking.
• Understand the full marketing/advertising funnel and how to work across all areas.
• Bachelor's degree, preferably with a concentration in advertising, marketing, business administration, or communications.
• 3+ years media-related/agency experience and media planning/buying.
• Confidence in written and verbal communication skills in client-facing environment.
• Experience buying through Facebook, Google AdWords, TikTok, Twitter, Snapchat and other DSPs.
• Understanding of Google Merchant Center, Google Tag Manager, Facebook Catalog Manager, TikTok Catalog Manager, and Shopify.
• Proficiency in Keynote, Word, Excel, PowerPoint, and Canva.
• Experience with DoubleClick, Google Analytics, Looker Studio, Linkfire, Meltwater, Chart Metric, Social Media Sound Analytics platforms, Big Query, Datorama.
• Experience driving eCommerce revenue growth and online lead generation with paid media.

Good to Have

• Experience with a customer data platform.
• Experience storytelling and sharing results in a digestible way.
• Traditional media buying (TV, Radio, Print & OOH) experience.
• Retail or entertainment industry experience.
• Passionate music fan with insight into different music fandoms.
• Knowledge of how fans engage/interact online, CRM tactics, audience building/lead-gen strategy.

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:

Universal Music Group is seeking an Paid Media D2C Specialist to support D2C activity for artists and brand properties at a global scale. This is a permanent, full-time position. Artist success is our ultimate metric, and what drives our mindset, skillset, and company culture. The ideal candidate for this position is passionate about the ever-changing advertising landscape and about MUSIC! We are looking for someone who is highly knowledgeable on all digital advertising outlets including paid search, social, programmatic, display, video, mobile as well as emerging media and new technology platforms. The ideal candidate has experience with retail and direct-to-consumer brands and building full-funnel campaigns with a particular focus on performance marketing. They’re able to communicate strategy effectively and simply, can think well on their feet, and manage a heavy workload. Huge plus if you have experience storytelling and sharing results in a digestible way.

How you’ll CREATE:

• Setup and customize full funnel paid media campaigns across a variety of channels (social, google, programmatic etc)
• Experience building ad reports for various levels of the business, including senior executive stakeholders
• Identify target audiences and analyze their characteristics, behaviors, and media habits. Experience with a customer data platform considered an asset.
• Build custom audiences and data sets for every artist campaign, targeting DSPs, audience growth KPIs, etc.
• Able to think critically and understand trends/customized audience targeting tactics. No cookie-cutter strategy
• Manage and track approved media budgets for 100+ campaigns every quarter, with 6-7 figure amounts.
• Research trends, innovations, and changes that affect media buying, while always staying in “beta mode” to constantly evolve and test new tactics (aka “R&D”)
• Implement test initiatives and report findings in clear/concise manner
• Understand pixel implementation on websites for data collection and conversion tracking, and help build new infrastructure that ties into audience measurement.
• Understand the full marketing/advertising funnel and how to work across all areas.

Bring your VIBE:

• Bachelor's degree, preferably with a concentration in advertising, marketing, business administration, or communications preferred
• 3+ years media-related/agency experience and media planning/buying; traditional media buying (TV, Radio, Print & OOH) and retail or entertainment industry experience a big plus.
• Confidence in written and verbal communication skills in client-facing environment
• Experience buying through Facebook, Google AdWords, TikTok, Twitter, Snapchat and other DSPs
• Understanding of Google Merchant Center, Google Tag Manager, Facebook Catalog Manager, TikTok Catalog Manager, and Shopify
• Proficiency in Keynote, Word, Excel, PowerPoint, and Canva with ability to build compelling reports detailing campaign successes, ROI and learnings.
• Experience with DoubleClick, Google Analytics, Looker Studio, Linkfire, Meltwater, Chart Metric, Social Media Sound Analytics platforms, Big Query, Datorama, etc.
• Experience driving eCommerce revenue growth and online lead generation with paid media
• Passionate music fan with insight into different music fandoms, how fans engage/interact online, CRM tactics, audience building/lead-gen strategy – all a huge plus.

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