Director, Digital and Marketing Strategy

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 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.

How you’ll CREATE:

• 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

What You’ll DRIVE:

• Growth in audience engagement, streaming consumption, and fan acquisition
• Increased visibility and cultural relevance within Hip-Hop, R&B, and Afrobeats ecosystems
• Strong digital performance across releases, content, and campaigns
• Data-informed optimizations and ongoing campaign improvements

Bring your VIBE:

• 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
• Music industry, entertainment, or artist relations experience preferred
• Minimum 2–4 years of marketing or digital experience required
• Strong understanding of Hip-Hop, R&B and Afrobeats culture and evolving digital trends

Perks Playlist:

Join an entrepreneurial, global organization where authenticity, boldness, creativity, connection, drive, and insight aren’t just values—they’re how we work every day. Here are some of the ways we support you along the way (and just a few of the benefits we offer):

• Comprehensive medical, dental, and vision coverage

• Including 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

A 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.

Disclaimer: This job description only provides an overview of job responsibilities that are subject to change.Universal Music Group is an Equal Opportunity Employer

We are an E-Verify employer in Alabama, Arizona, Georgia, Mississippi, North Carolina, South Carolina, Tennessee, and Utah.

For more information, please click on the following links.

E-Verify Participation Poster: English / Spanish

E-Verify Right to Work Poster: English | Spanish

Job Category:

Salary Range:

The actual base salary offered depends on a variety of factors, which may include, as applicable, the qualifications of the individual applicant for the position, years of relevant experience, specific and unique skills, level of education attained, certifications or other professional licenses held, and the location in which the applicant lives and/or from which they will be performing the job.  All candidates are encouraged to apply.