Senior Manager, Audience Development (Republic + Universal Records)

Universal Music Group•New York, NY

2d•Onsite

About The Position

Universal Music Group (UMG) is the world's leading music company, committed to artistry, innovation, and entrepreneurship. UMG operates businesses in recorded music, music publishing, merchandising, and audiovisual content in over 60 countries. Famehouse, a division of UMG, specializes in D2C solutions, connecting artists with their fans through strategy, creative, merchandising, fulfillment, customer service, and technology. This role is based in New York City and reports into Famehouse while being embedded within Republic Records and Universal Records teams. The Senior Manager, Audience Development will lead CRM efforts for the label's artist roster, focusing on deepening artist-to-fan relationships through owned audience marketing campaigns. This involves data acquisition, segmentation, campaign delivery, analysis, and optimization. The ideal candidate is a data-driven marketer with expertise in CRM, fan engagement, e-commerce, and artist brand building, comfortable in a fast-paced environment with a strong understanding of email and SMS best practices, lifecycle marketing, and performance optimization. The role requires balancing strategic thinking with tactical execution, prioritizing both fan experience and commercial outcomes. This position manages a team of two and is responsible for scaling CRM capabilities, building segmentation strategies, and leveraging insights to enhance fan experience and maximize lifetime value, while partnering cross-functionally to align CRM initiatives with label and artist objectives.

Requirements

8+ years of experience in CRM or lifecycle marketing, with a strong understanding of music, pop culture, and fan behavior.
Deep expertise in email and SMS marketing, including segmentation, journey design, compliance, deliverability, and performance optimization.
Strong analytical mindset with the ability to translate data into actionable insights and strategy.
Experience building personalized customer journeys and retention-focused programs.
Proven project management skills, with the ability to manage multiple priorities in a fast-paced environment.
Strong communication and presentation skills, with experience influencing stakeholders and leadership.
Entrepreneurial mindset with a proactive, solutions-oriented approach.
Experience with ESPs and platforms such as Attentive.
Familiarity with HTML/CSS is a plus.
Experience with Adobe Creative Suite (Photoshop, Illustrator, InDesign, etc.).

Nice To Haves

Familiarity with HTML/CSS is a plus.
Experience with Adobe Creative Suite (Photoshop, Illustrator, InDesign, etc.).

Responsibilities

Develop multi-channel CRM strategy: Build and execute data-led communication strategies across email and SMS to drive engagement, conversion, and retention across key audience segments.
Own campaign execution: Oversee end-to-end delivery of CRM campaigns, ensuring high quality, on-time execution, and consistency across touchpoints.
Drive data-led decision making: Leverage audience and campaign insights to inform strategy, identify growth opportunities, and improve performance.
Lead testing and optimization: Establish and scale a test-and-learn framework across messaging, targeting, and creative to continuously improve results.
Lead cross-functional initiatives: Drive complex CRM projects in partnership with marketing, eCommerce, and creative teams, ensuring alignment with broader business goals.
Evolve tools and capabilities: Identify and implement new CRM tools, technologies, and processes to improve efficiency and effectiveness.
Support commercial objectives: Translate label and artist priorities into CRM strategies that drive measurable business impact.
Build strong partnerships: Develop effective working relationships across teams to deliver against a unified audience strategy.
Manage and develop team: Lead, mentor, and develop a team of two, fostering a high-performing, accountable, and collaborative culture.

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