Director, Catalog Marketing (Urban)

Universal Music•Santa Monica, CA

10h

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 We are currently seeking an experienced Director, Catalog Marketing who will drive the long-term product and campaign strategy for multiple artists and projects across the IGA roster, with specific focus on Urban (Hip-Hop/R&B) catalog while maintaining fluency across all genres. This leader will partner closely with the Department Head and all departments within IGA (A&R, Revenue, Creative, Digital, PR, Radio) to build and execute fully integrated, progressive, and culturally fluent marketing strategies that resonate with both legacy audiences and the next generation of fans. The ideal candidate brings deep understanding of music history, especially Hip-Hop and R&B, paired with a strategic, forward-thinking marketing mind, strong cultural awareness, trend fluency, and the maturity to bridge legacy artistry with modern audience behavior. This person blends creative instinct, data-driven thinking, operational discipline, and cross-functional collaboration—always keeping artist brand integrity, fan experience, and long-term impact at the center. How You’ll CREATE Urban + Multi-Genre Catalog Strategy Develop and execute innovative catalog marketing strategies for Urban (Hip-Hop/R&B) artists while applying equal expertise across all genres. Identify opportunities to pull forward catalog moments that resonate with today’s youth—balancing cultural nostalgia with modern relevance. Build long-tail strategies that strengthen artist legacy while tapping into emerging discovery behavior, cultural moments, and platform trends. Creative Ideation & Cultural Fluency Bring strong creative instincts and a modern marketing mindset—someone who sees possibilities, not limitations. Develop big ideas, tentpole moments, viral concepts, and culturally relevant activations that stretch across platforms and audience groups. Ensure ideas honor the artist’s legacy while making them meaningful and exciting for new generations. Trend Awareness & Viral Opportunities Stay deeply connected to cultural trends—especially TikTok, social audio moments, memes, and youth-driven behavior. Recognize viral patterns early and develop strategies to enhance, accelerate, or originate viral catalog moments. Bring forward new ideas using remixes, edits, challenges, influencers, and micro-moments that leverage platform algorithms. Research, Data, and Insights Integration Tap into all research and data sources—internal insights, data analytics, consumer behavior, streaming patterns, social sentiment, and cultural research. Use data to validate opportunities, uncover blind spots, and inform go-forward strategy. Ensure the team utilizes internal tools, processes, and cross-functional expertise to maximize performance and efficiency. Frontline + Catalog Alignment Understand frontline release cycles and how they influence catalog moments. Work across current genres and frontline teams to ensure that catalog strategy complements and enhances artist development across the roster. Seamlessly bridge catalog and frontline marketing—ensuring holistic, year-round artist narratives. Cross-Functional Collaboration Collaborate with Catalog and Core Label teams including Marketing, A&R, Digital, Creative, International, Commercial, Revenue, and Artist Management to support priority Urban and multi-genre catalog projects. Maintain proactive, clear communication with all stakeholders—deadlines must be met, and alignment must be constant across all moving parts. Serve as a key partner to Artist Management, ensuring that campaigns support artist brand integrity and long-term vision. Execution, Analysis & Optimization Guide and oversee the creation of all marketing materials and original content for campaigns. Regularly interface with artists and management to ensure alignment on all aspects of release plans and catalog marketing strategy. Analyze streaming, sales, radio, and social performance to adjust strategies in real time. Use audience insights to optimize rollouts, messaging, formats, and content across channels. Bring Your VIBE

Requirements

6+ years’ experience as a Marketing Director and/or Product Manager in music
Strong experience in Urban (Hip-Hop/R&B) while holding comprehensive knowledge across all genres
Deep passion for music history, catalog storytelling, and cultural evolution—whether lived, learned, or actively pursuing
Strong ability to define and drive strategy, execution, timelines, and cross-functional coordination
Creative thinker with the ability to generate fresh, innovative marketing ideas rooted in culture
Strong understanding of DSP behavior and trends (Spotify, Apple, SoundCloud, YouTube)
Deep familiarity with social platforms and content trends, especially TikTok
Excellent communication, writing, presentation, and cross-functional relationship skills
Proficiency with Word, Excel, PowerPoint, and Nielsen analytics (SoundScan, Mediabase)
Bachelor’s Degree

Responsibilities

Urban + Multi-Genre Catalog Strategy Develop and execute innovative catalog marketing strategies for Urban (Hip-Hop/R&B) artists while applying equal expertise across all genres.
Identify opportunities to pull forward catalog moments that resonate with today’s youth—balancing cultural nostalgia with modern relevance.
Build long-tail strategies that strengthen artist legacy while tapping into emerging discovery behavior, cultural moments, and platform trends.
Creative Ideation & Cultural Fluency Bring strong creative instincts and a modern marketing mindset—someone who sees possibilities, not limitations.
Develop big ideas, tentpole moments, viral concepts, and culturally relevant activations that stretch across platforms and audience groups.
Ensure ideas honor the artist’s legacy while making them meaningful and exciting for new generations.
Trend Awareness & Viral Opportunities Stay deeply connected to cultural trends—especially TikTok, social audio moments, memes, and youth-driven behavior.
Recognize viral patterns early and develop strategies to enhance, accelerate, or originate viral catalog moments.
Bring forward new ideas using remixes, edits, challenges, influencers, and micro-moments that leverage platform algorithms.
Research, Data, and Insights Integration Tap into all research and data sources—internal insights, data analytics, consumer behavior, streaming patterns, social sentiment, and cultural research.
Use data to validate opportunities, uncover blind spots, and inform go-forward strategy.
Ensure the team utilizes internal tools, processes, and cross-functional expertise to maximize performance and efficiency.
Frontline + Catalog Alignment Understand frontline release cycles and how they influence catalog moments.
Work across current genres and frontline teams to ensure that catalog strategy complements and enhances artist development across the roster.
Seamlessly bridge catalog and frontline marketing—ensuring holistic, year-round artist narratives.
Cross-Functional Collaboration Collaborate with Catalog and Core Label teams including Marketing, A&R, Digital, Creative, International, Commercial, Revenue, and Artist Management to support priority Urban and multi-genre catalog projects.
Maintain proactive, clear communication with all stakeholders—deadlines must be met, and alignment must be constant across all moving parts.
Serve as a key partner to Artist Management, ensuring that campaigns support artist brand integrity and long-term vision.
Execution, Analysis & Optimization Guide and oversee the creation of all marketing materials and original content for campaigns.
Regularly interface with artists and management to ensure alignment on all aspects of release plans and catalog marketing strategy.
Analyze streaming, sales, radio, and social performance to adjust strategies in real time.
Use audience insights to optimize rollouts, messaging, formats, and content across channels.

Benefits

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