Director, Digital Marketing (Label-Managed Catalog) at Universal Music Group | New York City, NY | $59K/yr – $152K/yr

Director, Digital Marketing (Label-Managed Catalog)

New York City, NY (On-site)

$59K/yr – $152K/yrDirector/Executive5+ years expFull time

Posted 2 months ago

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Job Summary

Own the end-to-end digital marketing engine for Recordings, leading cross-channel campaigns that fuse organic, paid, creator talent, CRM, eCommerce, and platform partnerships around cultural moments to drive audience growth and revenue.

Own cross-platform campaign strategy, execution, and real-time optimization with analytics partnership.
Translate cultural moments into scalable growth through partnerships, assets, and audience data.
Collaborate with label executives, artist management, and commerce to align campaigns and measure impact.

Job Description

Lead the development and execution of large-scale, cross-platform digital marketing campaigns that integrate organic social, paid media, creator activations, CRM, eCommerce, and platform partnerships surrounding album anniversaries, cultural milestones, sync moments, eCommerce initiatives, and major catalog opportunities.
Establish measurable goals, KPIs, and reporting frameworks to track campaign performance and optimize in real time.
Champion innovation by identifying new digital trends, tools, and technologies that unlock growth opportunities.
Remain hands-on in campaign execution, asset development, paid media strategy, and optimization alongside the team.
Direct the creation of best-in-class digital assets in collaboration with design teams and external partners.
Ensure alignment and amplification of Recordings initiatives across owned and operated channels.
Serve as the primary relationship lead for key digital partners including TikTok, Meta, Snapchat, YouTube, and other key stakeholders.
Develop strategic platform partnerships that secure priority positioning, marketing support, trend amplification, beta opportunities, and custom activations.
Negotiate and oversee platform-driven campaigns and paid media strategies in collaboration with internal and external stakeholders.
Oversee influencer, creator, and agency partnerships to expand audience reach and cultural impact.

5–8 years of progressive digital marketing experience, preferably within music, entertainment, media, or culture-driven brands.
Proven track record of developing and executing large-scale digital campaigns that drive measurable audience and revenue growth.
Demonstrated experience collaborating directly with major digital platforms (TikTok, Meta, Snapchat, YouTube, etc.), with established partner relationships.
Deep understanding of catalog marketing, cultural trend cycles, and audience development strategies.
Advanced proficiency with analytics tools such as Melody IG, Chartmetric, Luminate, Meta Ads Manager, and other social performance platforms.
Familiarity with Photoshop, Canva, CapCut, Final Cut Pro, and other photo and video editing tools a plus.
Experience leading paid media strategy and cross-platform optimization.
Strong leadership presence with confidence working across large teams, senior executives, and artist management.
Strategic thinker with strong creative instincts and a data-driven mindset.
Highly organized, detail-oriented, and adaptable in a fast-paced, deadline-driven environment.

Music industry or artist relations experience preferred.
Familiarity with Photoshop, Canva, CapCut, Final Cut Pro, and other photo and video editing tools a plus.

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
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)

Universal Music Group

3.7 Glassdoor

Universal Music Group (UMG) is the world leader in music-based entertainment, with a broad array of businesses engaged in recorded music, music publishing, merchandising and audiovisual content in more than 60 countries. Featuring the most comprehensive catalog of recordings and songs across every musical genre, UMG identifies and develops artists and produces and distributes the most critically acclaimed and commercially successful music in the world. Committed to artistry, innovation and entrepreneurship, UMG fosters the development of services, platforms and business models in order to broaden artistic and commercial opportunities for our artists and create new experiences for fans. Universal Music Group's labels include A&M Records, Astralwerks, Blue Note Records, Capitol Christian Music Group, Capitol Records, Capitol Records Nashville, Caroline, Decca, Def Jam Recordings, Deutsche Grammophon, Disa, Emarcy, EMI Records Nashville, Fonovisa, Geffen Records, Harvest, Interscope Records, Island Records, Machete Music, MCA Nashville, Mercury Nashville, Mercury Records, Motown Records, Polydor Records, Republic Records, Universal Music Latino, Verve Label Group, Virgin Records, Virgin EMI Records, as well as a multitude of record labels owned or distributed by its record company subsidiaries around the world. UMG's catalog is marketed through two distinct divisions, Universal Music Enterprises (in the U.S.) and Universal Strategic Marketing (outside the U.S.). UMG also includes Universal Music Publishing Group, one of the industry's premier music publishing operations worldwide and Bravado, the leading provider of consumer, lifestyle and branding services to recording artists and entertainment brands around the world. Universal Music Group is a Vivendi company. Find out more at: http://www.universalmusic.com.View our current career opportunities at: http://www.umusiccareers.com

Founded in 1934

Santa Monica, California, USA

19K employees (8,504 in marketing)

www.universalmusic.com

65% recommend to a friend

74% CEO approval