Director, Creator/Influencer Strategy

600 UMG Recordings Inc; New York (NY); On-site; USD 63,010 - 145,000; Full time

Benefits offered by this job

Medical coverage

Mental health coverage

Fertility coverage

Wellbeing reimbursements

Student loan assistance

401(k) with employer contribution

Flexible PTO

Summer Fridays

Parental leave

Job summary

600 UMG Recordings Inc. seeks a strategic leader to design scalable influencer and creator strategies across REPUBLIC Collective labels. You will shape tailored campaigns aligned with artist objectives and marketing priorities, and manage relationships with top creators and agencies.

You will build end-to-end creator plans, set KPIs, measure ROI, and optimize investments while collaborating with label marketing, digital teams, and partners to ensure integrated, measurable campaigns.

Qualifications

• 4–6+ years of experience in influencer marketing, creator strategy, digital marketing, social media, or entertainment marketing.

Responsibilities

• Lead influencer, creator and third‑party creator strategy across REPUBLIC Collective labels.
• Develop tailored campaign approaches aligned with artist objectives and marketing priorities.
• Build comprehensive creator campaign plans with KPIs, CPM benchmarks, ROI, and investment optimization.
• Monitor creator content performance and campaign analytics to identify optimization opportunities.
• Cultivate relationships with top creators, agencies, and partners to expand the creator network.

Skills

Influencer marketing

Creator strategy

Digital marketing

Social media

Analytics

Relationship management

Tools

CreatorCore

Co-Brand

Job description

How we LEAD

We’re looking for someone with vision and not simply a manager. Someone who can design scalable Creator / Influencer strategies and relationships across the REPUBLIC Label Collective while remaining close enough to the work to understand the platforms, challenge assumptions, test ideas, and step into execution when needed. An architect who still knows how to roll up their sleeves and get in the trenches.

How you’ll CREATE

Lead influencer, creator, and third‑party creator strategy across REPUBLIC Collective labels, developing tailored campaign approaches that align with artist objectives and overall marketing priorities.

Build comprehensive creator campaign plans that define key performance indicators (KPIs), establish CPM and efficiency benchmarks, measure ROI, and optimize investment across creator activations.

Monitor and analyze creator content performance, sound usage trends, and campaign analytics in real time to identify optimization opportunities and inform future creator placements and strategies.

Cultivate and manage relationships with top‑tier creators, influencers, creator management companies, agencies, and strategic partners to expand REPUBLIC Collective's creator network and secure impactful collaborations.

Serve as the primary creator strategy partner to Label Marketing and Digital teams, ensuring creator campaigns are fully integrated into broader artist marketing plans and contribute to overall campaign success.

Identify emerging creator trends, platforms, and content formats that can drive innovative opportunities for artist discovery and fan engagement.

Develop best practices, reporting frameworks, and strategic recommendations based on campaign performance and evolving industry trends.

Partner cross‑functionally with Advertising, Brands, Content, CRM, D2C, Digital, and Insights teams to maximize creator campaign effectiveness, reach, impact on merch and brand campaigns and more while sharing performance learnings across the organization.

Negotiate high level creator partnerships and work with all third‑party agencies to oversee campaign execution to ensure timely delivery, brand alignment, and measurable results.

Present campaign strategies, insights, and post‑campaign analysis to internal stakeholders, label leadership, artist teams, and executive leadership.

Bring your VIBE

• 4‑6+ years of experience in influencer marketing, creator strategy, digital marketing, social media, or entertainment marketing.
• Deep understanding of the creator economy and major social platforms including TikTok, Instagram, YouTube, Snapchat, and emerging channels.
• Proficiency with social tracking platforms such as CreatorCore, Co‑Brand, etc.
• Proven experience developing creator campaigns with measurable business outcomes and performance‑driven KPIs.
• Strong analytical skills with experience interpreting campaign data, ROI, CPMs, engagement metrics, and performance reporting.
• Established relationships within the creator, influencer, and agency ecosystem.
• Excellent communication, presentation, negotiation, and relationship management skills.
• Ability to manage multiple artist campaigns simultaneously in a fast‑paced environment.
• Collaborative mindset with experience working cross‑functionally across marketing, digital, advertising, and artist teams.
• Passion for music, internet culture, emerging trends, and digital storytelling.

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. The following are some of the ways we support you:

• 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

Job Details

Job Category: Marketing, Streaming & Digital Media
Salary Range: $63,010–$145,000

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. UMG is not enrolled in E‑Verify in California and New York, and cannot support employment of candidates whose employer must enroll in E‑Verify, for example candidates on STEM‑OPT.