Director, Digital and Marketing Strategy

UMG Recordings • New York, NY

5h

About The Position

The Digital and Marketing Strategy Director role oversees and directs all aspects of an artist’s digital presence across Hip-Hop, R&B, and Afrobeats, including the development and execution of digital marketing and promotional plans, influencer campaign strategies, CRM and advertising across multiple platforms. This role plays a key part in shaping campaign strategy, audience growth, and overall digital performance. Prime candidates have knowledge and experience working across digital technologies and platforms, understand the cultural landscape of Hip-Hop/Rap, R&B, and Afrobeats (and more) and can effectively communicate with artists, management teams, label executives, and digital partners. They are comfortable working in a fast-paced, collaborative environment and can balance strategic, innovative thinking with hands-on execution.

Requirements

• Proficiency in Microsoft Word, Excel, Outlook, and Google Docs
• Knowledge of photo and basic video editing tools such as Adobe Photoshop, Premiere, or Canva
• Ability to manage and prioritize multiple campaigns simultaneously
• Extremely detail-oriented, organized, and able to handle confidential information
• Ability to thrive and communicate effectively in a fast-paced, creative, and deadline-driven environment
• Degree in a relevant field and/or equivalent career experience
• Minimum 2–4 years of marketing or digital experience required
• Strong understanding of Hip-Hop, R&B and Afrobeats culture and evolving digital trends

Nice To Haves

• Music industry, entertainment, or artist relations experience preferred

Responsibilities

• Manage the development and execution of digital marketing plans for artist releases across Hip-Hop, R&B, and Afrobeats genre
• Maintain strong relationships with artists and artist management, serving as a resource for digital strategy, best practices, and audience growth
• Contribute to campaign strategy including audience targeting, positioning, and rollout planning (pre-release through sustain)
• Develop and manage relationships with digital partners, cross-functional teams, and emerging marketing avenues to create strategic partnerships and maximize artists visibility
• Oversee influencer strategies and campaigns, identifying culturally relevant creators to amplify releases
• Assist with the creation, build, and management of artist online properties (Instagram, TikTok, YouTube, X, websites, and emerging platforms)
• Develop and manage content calendars for artists, ensuring consistent, timely, and strategically aligned posting across all digital platforms
• Support and execute CRM & direct-to-consumer (D2C) strategies, including fan engagement initiatives, exclusive drops, and data capture opportunities to drive deeper audience relationships and revenue growth
• Partner closely with Touring and Audience teams to support tour announcements, presale setups, and on-sale strategies, ensuring cohesive campaign execution across all channels
• Conceive, budget, and execute digital paid media campaigns with Artist Development teams and Media Planners/Buyers
• Collaborate with in-house and third-party content creators to conceptualize and deliver content including short-form video, lyric videos, visualizers, live content, and social series
• Familiarity with live-stream setups, recording, and execution with internal content and creative teams
• Actively participate in team meetings, discussions, and campaign planning
• Assist in analyzing campaign performance, consumer trends, and audience behavior to inform optimizations
• Manage artist budgets, forecasting, and invoicing

Benefits

• Comprehensive medical, dental, and vision coverage
• 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)
• Summer Fridays (between Memorial Day and Labor Day)
• Generous paid parental leave for every type of parent

What This Job Offers

• Job Type: Full-time
• Career Level: Director
• Education Level: Associate degree