Director, Creator/Influencer Strategy

Job description

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’re looking for someone with vision and not simply a manager. Someone who can design scalable Creator / Influencer strategies and relationships across the REPUBLIC Label Collective while remaining close enough to the work to understand the platforms, challenge assumptions, test ideas, and step into execution when needed. An architect who still knows how to roll up their sleeves and get in the trenches. How you'll CREATE: Lead influencer, creator, and third-party creator strategy across REPUBLIC Collective labels, developing tailored campaign approaches that align with artist objectives and overall marketing priorities. Build comprehensive creator campaign plans that define key performance indicators (KPIs), establish CPM and efficiency benchmarks, measure ROI, and optimize investment across creator activations. Monitor and analyze creator content performance, sound usage trends, and campaign analytics in real time to identify optimization opportunities and inform future creator placements and strategies. Cultivate and manage relationships with top-tier creators, influencers, creator management companies, agencies, and strategic partners to expand REPUBLIC Collective's creator network and secure impactful collaborations. Serve as the primary creator strategy partner to Label Marketing and Digital teams, ensuring creator campaigns are fully integrated into broader artist marketing plans and contribute to overall campaign success. Identify emerging creator trends, platforms, and content formats that can drive innovative opportunities for artist discovery and fan engagement. Develop best practices, reporting frameworks, and strategic recommendations based on campaign performance and evolving industry trends. Partner cross-functionally with Advertising, Brands, Content, CRM, D2C, Digital, and Insights teams to maximize creator campaign effectiveness, reach, impact on merch and brand campaigns and more while sharing performance learnings across the organization. Negotiate high level creator partnerships and work with all third party agencies to oversee campaign execution to ensure timely delivery, brand alignment, and measurable results. Present campaign strategies, insights, and post-campaign analysis to internal stakeholders, label leadership, artist teams, and executive leadership. Bring your VIBE: 4-6+ years of experience in influencer marketing, creator strategy, digital marketing, social media, or entertainment marketing. Deep understanding of the creator economy and major social platforms including TikTok, Instagram, YouTube, Snapchat, and emerging channels. Proficiency with social tracking platforms such as CreatorCore, Co-Brand etc. Proven experience developing creator campaigns with measurable business outcomes and performance-driven KPIs. Strong analytical skills with experience interpreting campaign data, ROI, CPMs, engagement metrics, and performance reporting. Established relationships within the creator, influencer, and agency ecosystem. Excellent communication, presentation, negotiation, and relationship management skills. Ability to manage multiple artist campaigns simultaneously in a fast-paced environment. Collaborative mindset with experience working cross-functionally across marketing, digital, advertising, and artist teams. Passion for music, internet culture, emerging trends, and digital storytelling. Perks Playlist: Join an entrepreneurial, global organization where authenticity, boldness, creativity, connection, drive, and insight aren’t just values—they’re how we work every day. Here are some of the ways we support you along the way (and just a few of the benefits we offer): 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 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. Please note, UMG is not enrolled in E-Verify in California and New York, and cannot support employment of candidates whose employer must enroll in E-Verify, for example candidates on STEM-OPT. For more information, please click on the following links. E-Verify Participation Poster: English / Spanish E-Verify Right to Work Poster: English | Spanish Job Category: Marketing, Streaming & Digital Media Salary Range: $63,010- $145,000 The actual base salary offered depends on a variety of factors, which may include, as applicable, the qualifications of the individual applicant for the position, years of relevant experience, specific and unique skills, level of education attained, certifications or other professional licenses held, and the location in which the applicant lives and/or from which they will be performing the job. All candidates are encouraged to apply.