Senior Manager, Audience Development

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: 

UMG Global Audience Development is seeking a creative and collaborative Senior Manager, Audience Development to lead the CRM strategy for Capitol Music Group. You will be highly organized, detail-oriented, and great at prioritizing what needs to get done now, while managing long term strategic initiatives. Focusing on connecting music fans with the right message, at the right time, you will turn insights into a strategic position that will achieve both artist and label business goals.

You are a data-driven CRM marketing expert with a passion for customer engagement and lifecycle marketing. You thrive in a fast-paced environment and have a strong understanding of email and SMS marketing best practices, user journeys, and performance optimization. You are highly analytical and strategic, yet creative in your approach to personalization and audience segmentation. With an eye for detail and a proactive mindset, you enjoy collaborating cross-functionally and leveraging insights to drive measurable results. 

How you’ll CREATE:

You will be responsible for leading and executing the email and SMS marketing strategy to drive retention, engagement, and revenue growth. This role will oversee a team of two and will drive customer journey mapping, segmentation strategies, and performance analysis to enhance the customer experience and maximize lifetime value. You will work cross-functionally with internal teams to align email and SMS initiatives with broader business objectives. 

Responsibilities include:

• Develop a Multi-Channel Communications Strategy: Craft and execute a data-led communications plan across email and SMS to drive engagement with targeted customer segment

• Oversee Day-to-Day Operations: Lead the end-to-end delivery of multi-channel campaigns, ensuring timely execution, high quality, and strong collaboration across teams

• Leverage Data-Driven Insights: Use customer and campaign insights to identify opportunities, guide strategic decisions, and continuously improve channel performance

• Implement Testing and Optimization: Champion a test-and-learn experimentation approach to refine messaging, targeting, and creative to optimise comms effectiveness

• Lead Cross-Functional Projects: Lead complex CRM projects, ensuring strategic alignment, managing risks, and driving outcomes that support wider business priorities

• Embrace Innovative Tools and Techniques: Stay ahead of CRM tech developments, adopting new tools and processes to improve efficiency and effectiveness

• Develop an In-Depth Knowledge of Our CRM Tools and Tech: Learn how our CRM technologies work to solve technical issues, identify efficiencies, and improve campaign delivery processes

• Proactively Support Business Goals: Understand broader Label business challenges and suggest CRM initiatives that help address them and drive commercial impact.

• Foster Strong Team and Stakeholder Relationships: Build solid relationships with cross-functional teams to enable the successful delivery of the Audience Strategy vision together

• Manage, Mentor, and Develop the Team: Provide clear leadership and direction to the CRM team, ensuring accountability, performance, and development. Act as a role model, fostering a high-performing, engaged, and inclusive team culture

 Bring your VIBE:

• 8+ years of experience in email marketing, with a deep appreciation and understanding of pop culture and the music industry

• Expertise in email and SMS marketing best practices, including customer segmentation, journey mapping, compliance, deliverability, and performance optimization. 

• Strong analytical skills with the ability to interpret data and translate insights into action. 

• Experience with personalization, customer journey building, and retention-driving strategies. 

• Excellent organizational and project management skills, with the ability to manage multiple campaign