Director, Marketing Strategy

Director, Marketing Strategy at Universal Music Group

Universal Music Group is the world's leading music company, committed to artistry, innovation, and entrepreneurship. They operate businesses in recorded music, music publishing, merchandising, and audiovisual content across over 60 countries, identifying and developing artists and songwriters, and producing, distributing, and promoting acclaimed music globally.

The Role: Director, Marketing Strategy

As Director, Marketing Strategy, you will drive the strategy for actively signed/on-roster artists across the Republic Collective labels. This role involves developing and executing modern, dynamic, 'always-on' campaigns. You will serve as a strategic partner to label leadership, guiding cross-functional teams and mentoring managers, leveraging deep expertise in digital marketing (short-form video, influencer strategy, advertising), commerce (physical and digital product delivery, DSP landscape), eCommerce (artist and label stores), CRM, and audience growth. The ideal candidate possesses a passionate view of catalog as a living, evolving asset, driving strategies for audience growth, engagement, and accountability for campaign impact, cultural relevance, and revenue contribution.

Key Responsibilities

Catalog Strategy & Planning

• Identify and prioritize opportunities to reframe, reintroduce, and elevate catalog through storytelling, content, and cultural moments.
• Develop and manage marketing plans aligned with current releases, touring, anniversaries, and cultural moments for Republic Collective artists.
• Position catalog as a growth engine for artist development, audience expansion, and revenue generation.
• Partner with label leadership to align catalog strategy with frontline releases, touring, anniversaries, and broader artist narratives.

Project Management & Execution

• Oversee multiple concurrent catalog campaigns, ensuring strategic consistency, creative excellence, and on-time execution.
• Guide campaign frameworks across DSPs, short-form video platforms, social, paid media, creator partnerships, and emerging channels.
• Establish best practices for workflows, timelines, and approvals across labels and teams.
• Ensure campaigns are optimized for both fan impact and revenue generation.
• Drive collaboration across digital marketing, commerce, eCommerce, CRM, data, finance, and artist management teams.

Digital Marketing & Audience Growth

• Leverage audience data, streaming insights, and consumption trends to inform targeting, segmentation, and optimization.
• Translate performance data into actionable insights that shape future strategy and investment.
• Benchmark success across campaigns, labels, and industry standards.

eCommerce & Revenue Growth

• Lead catalog-driven commercial planning in partnership with Commerce, eCommerce, CRM/fandom, and analytics teams.
• Oversee product ideation and campaign strategy for physical and digital catalog releases, fan drops, and exclusives.
• Align product storytelling, pricing, and timing to maximize fan conversion and lifetime value.
• Create ROI narratives to highlight revenue, margin, and fan engagement metrics.

Candidate Profile

Universal Music Group seeks a professional with:

• 6+ years of experience in music marketing and project management, with catalog strategy experience being beneficial.
• Excellent communication, leadership, and organizational skills.
• Proven relationship-building skills, comfortable presenting to senior leadership and artists.
• Experience developing and leading large-scale, 'always-on' marketing strategies.
• Strong understanding of the modern music marketing ecosystem, including Digital Marketing, DSPs, social media platforms, eCommerce, CRM, and fan engagement strategies.
• Highly analytical, able to connect data to strategy, storytelling, and commercial outcomes.
• Ability to manage multiple campaigns simultaneously in a fast-paced environment.
• A proactive approach, thriving in a frontline, artist, and fan-centric environment where priorities can shift.
• Passion for catalog music as a living asset.
• Ability to travel as required.

Perks & Benefits

Universal Music Group offers an entrepreneurial and global environment, valuing authenticity, boldness, creativity, connection, drive, and insight. Benefits include:

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

Key skills/competency

• Music Marketing
• Digital Marketing
• Campaign Strategy
• Project Management
• Audience Growth
• eCommerce
• CRM
• Data Analytics
• Artist Development
• Content Strategy