About UMR
Universal Music Recordings (UMR) is the label responsible for ensuring the continued success of Universal Music Group’s world class catalogue of recordings. We work with some of the most successful, innovative, timeless, and respected artists of all time, continuing to grow their audiences across multiple entry points and platforms and keep the world listening. From Lana Del Rey to Amy Winehouse, through to The Beatles, Loyle Carner & The 1975, UMR develops strategies across audio, video, marketing, social, streaming, eCommerce, and product development.
Our vision is a world where music doesn’t have a sell-by date. We believe music is timeless and as guardians of the best music catalogues in the world, we use our passion and knowledge to help people find their new favourite song, whether it is 3 years, 3 days or 3 decades old. Our purpose is to continually spark a connection and reconnection with music that matters, drawing on new content, new platforms, and new moments. We give momentarily forgotten music the chance to reconnect with new and unexpected audiences through great storytelling regardless of generation and genre.
Your Role
As the Senior Audience Development Manager you’ll be responsible for the attracting, engaging and retaining audiences across multiple digital touch points for an assigned roster of artists. Reporting into the Senior Director, Audience & Marketing, you’ll lead on planning, executing & reporting on audiencedevelopment campaigns for your artists. The role will require you to develop and maintain a consistent visual & communication style across the artist’s digital properties, understand, nurturing & grow the artist’s fan communities & devising strategies for their long form YouTube content, short form as well as 3rd party creator strategies.
Skills & Experience
Here you’ll get to:
Provide direct line management to the Senior Audience Development Executive supporting them in their development as well as coaching them through campaigns.
Champion and advocate industry best practices across the team, to help foster a culture of shared learnings & continuous improvement.
Support the Senior Director, Marketing & Audience in developing and maintaining the strategic focus of team, ensuring it aligns with UMR overall strategic goals.
Develop and execute comprehensive audience growth & engagement strategies across key digital platforms, staying true to the artist’s overall aesthetic & tone, while ensuring campaign aligns with UMR’s overall strategic goals.
Work with our inhouse data & insights team to monitor and analyse fan engagement metrics, audience demographics, and content performance then use this to help shape campaign ideas & goals.
Collaborate with artists, management, and internal label teams to align audience development strategies with broader marketing, tour, and release plans.
Partner with artist teams, agencies, freelancers & our own in-house studio to plan & create short form content that resonates with target audience segments.
Devise and execute comprehensive YouTube channel strategies that harnessing channel optimisations, shorts, community and long form video to drive watch time & engagement on the channel.
Work closely with influencers, content creators, and brands to co-create content that drives awareness & engagement of the artist, their story and music.
Understand and advocate for the artist fan communities internally, helping to drive growth, engagement & fan loyalty across social platforms, direct to fan (email, what’s app, store) & community platforms.
Understand & harness current platform best practice to ensure all artist digital touch points are optimised and help feed a consistent visual & compelling fan experience.
Pitch and partner with key digital partners (TikTok, Meta and Snap) to help support your artist campaigns.
Work with the internal data & insights team to regularly report on campaign performance, audience growth, engagement, and fan sentiment.
Person Specification
Essential
Proven experience in either a music label, management or digital agency running digital campaigns for artists &/or talent.
Confident communicator who can work with people at all levels and can tailor their style to the audience.
Committed project manager who can organise, prioritise, work under pressure and problem solve to see an idea through to completion.
Creative thinker who’s able to work independently or as a team to turn an idea into an executable campaign.
Collaborative team player, able to work across multiple departments & with external partners to deliver on business and campaign goals.
Deep understanding of digital & social marketing principles – able to turn theory into practice.
Passionate about music & the wider industry with an interest in the digital marketing landscape.
Desirable
Comfortable using tools and functionality on content platforms.
Experience delivering presentations via Powerpoint/Canva/Google slides
Music is Universal
It’s the passionate and dedicated team at Universal Music who help make us the world’s leading music company. From A&R to finance, legal to digital, sales to marketing, Universal Music is the place to grow and develop your career within a truly commercial and innovative business that leads in everything it does.
Everyone is welcome to apply for our roles, and we are determined to ensure that no applicant or employee receives less favourable treatment because of gender, race, disability, sexual orientation, religion, belief, age, marital status, background, pregnancy, or caring responsibilities. We also recognise the importance of diversity of thought within our teams and are fully committed to embracing the talents of people with autism, dyslexia, ADHD, and other forms of neurocognitive variation.
We will always seek to make appropriate adjustments to recruitment, workplaces, and work processes to be fully inclusive to people with different needs and working styles. If you need us to make any reasonable adjustments for you from application onwards, including alternatives to the online form or to disclose a neurocognitive condition, please email UniversalMusicCareers@umusic.com.
Just So You Know…
The company presents this job description as a guide to the major areas and duties for which the jobholder is accountable. However, the business operates in an environment that demands change and the jobholder's specific responsibilities and activities will vary and develop. Therefore, the job description should be seen as indicative and not as a permanent, definitive, and exhaustive statement.
Job Category
Marketing, Streaming & Digital Media
