Manager, International Audience Development

Universal Music Group-posted about 1 year ago
$46,872 - $109,590/Yr
Full-time • Senior
Santa Monica, CA
Computer and Electronic Product Manufacturing
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The Senior Manager, International Audience Development at Universal Music Group is responsible for creating and managing effective audience growth campaigns for UMG artists globally. This role requires a blend of creativity and data-driven decision-making to connect music fans with the right messages at the right times, while also developing long-term strategies for audience engagement. The position involves collaboration with various teams to enhance artist visibility and engagement across international markets.

  • Work closely with domestic labels to devise global audience strategies.
  • Develop International Audience campaigns for global priority artists across social platforms.
  • Drive exposure and engagement for AU/NZ global priority artists outside of AU/NZ.
  • Collaborate with AU/NZ teams to develop best practices for international audiences.
  • Provide analysis and reporting on all campaigns and international audience development.
  • Develop holistic creator campaigns around new and catalogue releases.
  • Amplify local label campaigns and collaborate with AU/NZ teams on initial ideas for international audiences.
  • Establish relevant creator relationships across multiple markets that align with priority artists.
  • Manage relationships and campaigns with UMG territory-specific digital marketing teams.
  • Plan international budgets for ad, creator, and boosting spends.
  • Build and maintain relationships with international creator/digital agencies.
  • Ensure broader digital marketing activations are relevant to audiences beyond AU/NZ.
  • Foster and engage with audiences across community platforms like Discord and Reddit.
  • Identify and exploit key moments within communities to increase fandom.
  • Ensure CRM campaigns for focus artists have an ex-ANZ focus.
  • Identify international audiences and communities for new audience growth.
  • Leverage cultural trends and communities to build authentic audience connections for artists.
  • Monitor and report on campaign performance metrics to achieve audience growth targets.
  • 5+ years of experience in Social and Digital Marketing with an emphasis on audience development.
  • Experience planning artist organic social campaigns and executing paid spend across major platforms.
  • Experience planning, briefing, and executing creator campaigns with knowledge of external agencies.
  • Experience working within and scaling super-fan communities.
  • Extensive experience designing tests across multiple media channels for actionable results.
  • Strong analytical skills, particularly with Excel, Google Sheets, Google Analytics, and DOMO.
  • Exceptional written and verbal communication skills.
  • Ability to understand performance data to adapt plans and analyze trends.
  • Knowledge of basic email and SMS marketing rules and regulations.
  • Previous work experience in the music industry.
  • BA degree in Music Business, Marketing, or a related field.
  • Knowledge of cultural trends and communities that drive online culture.
  • Ability to thrive in a fast-paced environment and adapt to changes.
  • Paid parental leave
  • Paid holidays
  • Health insurance
  • Dental insurance
  • Flexible spending account
  • Tuition reimbursement
  • Paid time off
  • Vision insurance
  • 401(k) matching
  • Loan assistance
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