Director, Marketing Strategy (Label-Managed Catalog)

Universal Music • New York, NY

1d

About The Position

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: We are currently seeking an experienced Marketing Director, to drive the strategy for the actively signed/on-roster artists across the labels of the Republic Collective. The role will develop, and execute campaigns across the assigned roster employing modern, dynamic ‘always-on’ approach. The Director serves as a strategic partner to label leadership, guiding cross-functional teams and mentoring managers, while bringing deep expertise across 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 has a passionate view of catalog as a living, evolving asset drives strategies that grow audiences and engagement, and is accountable for campaign impact and cultural relevance and revenue contribution. How you’ll CREATE: Catalog Strategy & Planning Confidently identify and prioritize opportunities to reframe, reintroduce and elevate catalog through storytelling and content and highlight cultural moments. Develop and manage marketing plans aligned with current releases, touring, anniversaries, and cultural moments for the actively signed artists across the labels of the Republic Collective. 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 to revenue, margin, and fan engagement metrics.

Requirements

• 6+ years of experience in music marketing and project management; experience in catalog strategy helpful
• Excellent communication, leadership and organizational skills
• Proven experience in relationship-building skills, with comfort presenting to senior leadership and artists.
• Experience in 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, with the ability to connect data to strategy, storytelling, and commercial outcomes.
• Ability to manage multiple campaigns simultaneously in a fast-paced environment.
• Thrives in a frontline, artist and fan-centric environment where priorities shift depending on business needs.
• Passionate about catalog music as a living asset, not a static legacy business
• Ability to travel ask required/requested

Responsibilities

• Confidently identify and prioritize opportunities to reframe, reintroduce and elevate catalog through storytelling and content and highlight cultural moments.
• Develop and manage marketing plans aligned with current releases, touring, anniversaries, and cultural moments for the actively signed artists across the labels of the Republic Collective.
• 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.
• 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.
• 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.
• 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 to revenue, margin, and fan engagement metrics.

Benefits

• Comprehensive medical, dental, and vision coverage
• Including 100% coverage for out-patient in-network mental health services
• Fertility coverage for eligible medical plan participants
• Wellbeing reimbursements for fitness classes, spa treatments, meal services, travel, and so much more (up to $720/year)
• Student Loan Repayment Assistance and Tuition Reimbursement
• 401(k) with 100% immediate vesting on the first 5% of your contributions, plus an additional UMG contribution
• A 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

What This Job Offers

• Job Type: Full-time
• Career Level: Director
• Education Level: No Education Listed