Director, Catalog Digital Marketing Pop/Rock

Universal Music Group•Santa Monica, CA

2d•$74,250 - $171,435

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 The Director, Catalog Digital Marketing – Pop/Rock leads digital strategy, innovation, and audience development for Interscope’s iconic Pop/Rock catalog artists. This role oversees digital campaigns across anniversaries, reissues, deluxe packages, archival storytelling, and long-term legacy-building initiatives. You’ll collaborate across marketing, creative, A&R research, commercial, and international teams to ensure all digital efforts strengthen artist legacy while expanding reach with both established and emerging fanbases. A global mindset is important, applied thoughtfully to ensure campaigns naturally resonate across key markets without overpowering the core domestic strategy. How You’ll CREATE Digital Strategy & Innovation Lead overall digital strategy and senior project management for Pop/Rock catalog artists. Audit catalog performance across platforms to identify strengths, weaknesses, opportunities, and threats that inform campaign planning. Build digital marketing plans that clearly outline campaign goals, core messaging, key tactics, and cross-platform execution. Drive innovation by exploring new technologies, formats, and digital behaviors that reinvigorate catalog discovery and engagement. Content, Creative & World-Building Partner with Catalog and Core label teams such as Marketing, Creative, Visual, and A&R Research to build cohesive digital worlds aligned with each artist’s brand, history, and catalog era. Oversee the creation and optimization of digital assets including video content, archival storytelling, social visuals, evergreen features, and digital toolkits. Ensure content is platform-ready, culturally relevant, and consistent with broader creative direction. Partnership Management & Platform Strategy Manage label relationships with key digital partners and accounts to secure meaningful platform support and impactful campaign moments. Oversee platform-specific strategies around catalog discovery, playlist visibility, UGC, content ID, channel health, and SEO/algorithmic optimization. Identify and evaluate new platforms, startups, and technologies to determine strategic opportunities for catalog growth. CRM, Lifecycle Marketing & Fan Development Lead CRM, email, and SMS strategies across owned channels to deepen fan engagement and reactivate interest around catalog moments. Build lifecycle marketing pathways for both longtime fans and discovery-stage audiences. Collaborate with D2C teams to drive catalog revenue through merch, vinyl, box sets, and other catalog-driven product offerings. Advertising, Media & Performance Marketing Provide senior leadership in digital advertising strategy, including paid social, search, video, and performance media planning. Manage internal and agency relationships to ensure media spend is aligned with campaign goals and optimized for growth. Review analytics to refine targeting, messaging, and ROI across campaigns. Global Coordination (Light Touch) Work with international teams on digital strategies that support major global catalog moments. Share toolkits, creative assets, and insights to help regions adapt campaigns effectively. Consider global audience behavior when planning rollouts, content distribution, and fan engagement tactics. Cross-Functional Leadership & Communication Serve as a point of contact for artist management, estates, internal partners, and external stakeholders. Ensure effective communication across all Catalog and Core digital sub-teams, fostering clarity, alignment, and collaboration. Manage digital marketing budgets and coordinate with cross-functional partners to allocate resources strategically. Bring Your VIBE Experience & Leadership 7–10+ years of digital marketing experience in the music industry, preferably with catalog or Pop/Rock-focused work. Proven success leading complex, multi-phase digital campaigns and managing multiple stakeholders. Strong communication, leadership, and organizational skills. Digital Expertise Expertise in content strategies, social platforms, CRM, paid media, analytics, and audience development. Ability to evaluate new technologies and emerging digital spaces to uncover innovative opportunities. Strong ability to interpret data and apply insights to optimize campaigns. Mindset & Approach Creative, proactive, detail-oriented, and adaptable. Comfortable working cross-functionally—including with global teams when relevant. Skilled at building positive relationships with artist teams, internal partners, and external collaborators.

Requirements

7–10+ years of digital marketing experience in the music industry, preferably with catalog or Pop/Rock-focused work.
Proven success leading complex, multi-phase digital campaigns and managing multiple stakeholders.
Strong communication, leadership, and organizational skills.
Expertise in content strategies, social platforms, CRM, paid media, analytics, and audience development.
Ability to evaluate new technologies and emerging digital spaces to uncover innovative opportunities.
Strong ability to interpret data and apply insights to optimize campaigns.
Creative, proactive, detail-oriented, and adaptable.
Comfortable working cross-functionally—including with global teams when relevant.
Skilled at building positive relationships with artist teams, internal partners, and external collaborators.

Responsibilities

Lead overall digital strategy and senior project management for Pop/Rock catalog artists.
Audit catalog performance across platforms to identify strengths, weaknesses, opportunities, and threats that inform campaign planning.
Build digital marketing plans that clearly outline campaign goals, core messaging, key tactics, and cross-platform execution.
Drive innovation by exploring new technologies, formats, and digital behaviors that reinvigorate catalog discovery and engagement.
Partner with Catalog and Core label teams such as Marketing, Creative, Visual, and A&R Research to build cohesive digital worlds aligned with each artist’s brand, history, and catalog era.
Oversee the creation and optimization of digital assets including video content, archival storytelling, social visuals, evergreen features, and digital toolkits.
Ensure content is platform-ready, culturally relevant, and consistent with broader creative direction.
Manage label relationships with key digital partners and accounts to secure meaningful platform support and impactful campaign moments.
Oversee platform-specific strategies around catalog discovery, playlist visibility, UGC, content ID, channel health, and SEO/algorithmic optimization.
Identify and evaluate new platforms, startups, and technologies to determine strategic opportunities for catalog growth.
Lead CRM, email, and SMS strategies across owned channels to deepen fan engagement and reactivate interest around catalog moments.
Build lifecycle marketing pathways for both longtime fans and discovery-stage audiences.
Collaborate with D2C teams to drive catalog revenue through merch, vinyl, box sets, and other catalog-driven product offerings.
Provide senior leadership in digital advertising strategy, including paid social, search, video, and performance media planning.
Manage internal and agency relationships to ensure media spend is aligned with campaign goals and optimized for growth.
Review analytics to refine targeting, messaging, and ROI across campaigns.
Work with international teams on digital strategies that support major global catalog moments.
Share toolkits, creative assets, and insights to help regions adapt campaigns effectively.
Consider global audience behavior when planning rollouts, content distribution, and fan engagement tactics.
Serve as a point of contact for artist management, estates, internal partners, and external stakeholders.
Ensure effective communication across all Catalog and Core digital sub-teams, fostering clarity, alignment, and collaboration.
Manage digital marketing budgets and coordinate with cross-functional partners to allocate resources strategically.

Benefits

Be part of an entrepreneurial, global organization that values authenticity, drive, creativity, relationships, and a competitive spirit
Comprehensive medical, dental, vision, and FSA options, as well as:
100% coverage for out-patient mental health services
Wellbeing reimbursements for fitness classes, spa treatments, meal services, travel, and so much more (up to $720/year)
A lifetime fertility support allowance of $30,000 to plan participants
Student Loan Repayment Assistance and Tuition Reimbursement
100% immediately vested 401(k) match on the first 5% of your contribution on eligible compensation
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.