The Challenge
UMG's Capitol Records needs a strategic director to resurrect legacy catalog across Pop/Rock and Urban genres. You'll craft modern digital campaigns that honor artistic legacy while capturing new generations-managing everything from anniversary campaigns to archival storytelling across a catalog spanning decades.
Your Mission
Audit current catalog performance across DSPs, social platforms, and owned channels to identify top opportunities and underperforming assets
Build genre-specific digital strategy framework for Pop/Rock and Urban catalogs that accounts for platform behavior, fan demographics, and cultural storytelling
Launch 2-3 high-impact catalog campaigns (reissue, anniversary, or cultural moment) that demonstrate cross-functional execution and measurable reach
Establish quarterly planning cadence with Marketing, A&R, Creative, and Commercial teams to align on catalog priorities and campaign roadmap
Deliver comprehensive digital marketing playbooks for both Pop/Rock and Urban catalogs with repeatable processes, asset templates, and platform strategies
Execute 6+ catalog campaigns with documented performance metrics (streams, engagement, reach, conversion) and post-mortems to refine approach
Build internal reporting dashboard tracking catalog discovery KPIs, campaign ROI, and platform-specific performance trends
Establish relationships with key international markets to localize catalog strategy while maintaining domestic momentum
KPIs You'll Own
Catalog Streams Growth
Month-over-month percentage lift in streaming volume for targeted catalog campaigns vs. baseline
Campaign Engagement Rate
Cross-platform engagement (saves, shares, comments, clicks) as percentage of impressions per campaign
New Audience Acquisition
Percentage of campaign reach attributed to audiences outside core fanbase by age/geography/behavior
Content Performance Score
Aggregate performance ranking of archival/catalog-focused content across YouTube, TikTok, Instagram, and owned channels
Campaign Velocity
Time from concept to launch for catalog campaigns; target is 30-45 days for standard initiatives
Tools & Stack
Your Team
Your Manager
VP of Marketing or Chief Marketing Officer (Capitol Records/UMG)
Current Team
Cross-functional partnerships: Marketing, Creative, A&R Research, Commercial, D2C, International teams
Backfill or new strategic expansion role reporting to label leadership
The Package
Salary
$180K-$220K base
Variable
Likely 15-25% bonus tied to campaign KPIs and catalog performance
Remote
On-site, West Hollywood, CA (UMG headquarters)
Benefits & Perks
Company Intelligence
Universal Music Group is the world's largest recorded music company, representing artists across all genres. Operating in 60+ countries, UMG manages publishing, merchandising, and audiovisual content alongside Capitol Records-home to iconic Pop, Rock, Urban, and alternative catalogs spanning decades.
Customers
Recording artists, songwriters, fans across all demographics and global markets
Culture
Committed to artistry, innovation, and entrepreneurship; balances legacy respect with modern digital strategy
Is This Role For You?
- You've led digital marketing campaigns in entertainment, music, or media and understand platform-native storytelling (TikTok, YouTube, Spotify)
- You can think strategically about catalog/legacy properties and create cultural relevance around older recordings and artists
- You're comfortable managing cross-functional teams and stakeholders with competing priorities (A&R, Commercial, International)
- You obsess over metrics-campaigns, engagement, discovery, and audience growth-and iterate based on data
- You have fluency in Hip-Hop/R&B and Pop/Rock culture, or hunger to develop it quickly
- You need remote work or flexibility-this is on-site in West Hollywood
- You approach music as a transactional product; this role requires genuine passion for artist legacy and storytelling
- You're uncomfortable with ambiguity or collaborating with A&R/Creative teams who may challenge your marketing approach
- You lack experience with DSP analytics, social platforms, or modern digital marketing tools
Interview Process
Initial Conversation
Recruiter screens for marketing background, music industry familiarity, and digital strategy experience
Manager Interview
VP/CMO discussion of catalog strategy approach, cross-functional collaboration style, and vision for genre-specific marketing
Case Study or Presentation
Design a digital campaign for a legacy catalog artist (provided by UMG); present strategy, channels, metrics, timeline
Stakeholder Panel
Meet with A&R, Creative, and Commercial leaders to assess collaboration fit and cultural fluency
Leadership Interview
Final conversation with executive sponsor about company vision, catalog priorities, and role impact
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