Director, Digital Marketing (Label-Managed Catalog)

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: The Republic Collective in New York City is seeking a Director of Digital Marketing for its Recordings division. Recordings is responsible for maximizing the audience and revenue potential for the catalogs of active on-roster artists. This leadership role will drive high-impact digital strategy across key artist and catalog moments, while remaining hands-on in execution and platform strategy and serve as a senior cross-functional partner, and deepen strategic relationships with key digital platforms including TikTok, Meta, Snapchat, YouTube, and emerging partners. How you’ll CREATE: Campaign Architecture & Execution 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. Platform & Partner Leadership Serve as the primary relationship lead for key digital partners including TikTok, Meta, Snapchat, YouTube, and other key stake holders. 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. Audience Growth & Monetization Collaborate with internal audience team using data, best practices, and customer acquisition techniques to grow first party data Develop scalable frameworks that convert cultural moments into measurable audience and revenue growth. Partner closely with analytics teams to measure campaign performance and continuously refine strategy. Cross-Functional Leadership Act as senior digital lead across Recordings initiatives, collaborating closely with label executives, artist management, creative teams, and commerce stakeholders. Provide direction and support to the Manager-level role, ensuring alignment between resurgent track activations and broader campaign strategy. Lead campaign recaps, reporting, and executive-level presentations. Identify new business and revenue opportunities tied to catalog marketing. Mentor and guide junior team members, elevating team capabilities and fostering a high-performance culture. Bring your VIBE: 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. Degree in relevant field and/or equivalent career experience. Music industry or artist relations experience preferred. 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: $58,500-$152,260 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.