Director, Marketing and Artist Development

Universal Music Group; Santa Monica (CA); On-site; USD 72,460 - 150,000; Full time

Benefits offered by this job

Comprehensive medical, dental, and vis

Mental health coverage (out-patient)

Fertility coverage

Wellbeing reimbursements up to $720/yr

Student Loan Repayment Assistance

401(k) with immediate vesting

Job summary

Universal Music Group in Santa Monica is seeking a Director, Marketing & Artist Development to lead a creative marketing team focused on artist development, release strategy, DSP initiatives, and business operations.

Acting as a trusted partner to the EVP, this role will drive priorities across artist product management, marketing strategy, project execution, team workflow, and cross-functional communication.

Qualifications

• 10+ years of experience in music marketing or artist development, with a track record of campaigns.
• Experience leading artist release campaigns across multiple formats and channels.
• Strong understanding of DSPs, digital platforms, and data-informed marketing.

Responsibilities

• Lead artist product management and marketing strategy for priority artists and releases.
• Develop and execute marketing plans in partnership with artists, managers, and label teams.
• Serve as liaison across artist management, label partners, DSPs, and internal teams.
• Build branding and growth strategies across digital channels and fan engagement.
• Manage budgets, timelines, and cross-functional project execution.

Skills

Artist development

Marketing strategy

Product management

Cross-functional leadership

DSP strategy

Budget management

Communication

Leadership

Data-informed marketing

Campaign planning

Tools

Excel

PowerPoint

SAP

Job description

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:

Universal Music Group is seeking a Director, Marketing & Artist Development . This role will serve as a strategic and operational leader for a creative marketing team focused on artist development, release strategy, DSP initiatives, and business operations. Acting as a trusted partner to the EVP, this role will help drive priorities across artist product management, marketing strategy, project execution, team workflow, and cross-functional communication.

Key Responsibilities

Artist Product Management & Marketing Strategy

• Lead product management and marketing strategy for priority artists and releases, including singles, EPs, albums, video content, merchandise, D2C initiatives, live events, and other music-related products.
• Develop and execute marketing, creative, advertising, and artist development plans in partnership with artists, managers, label teams, DSPs, and internal stakeholders.
• Serve as a key liaison between artist management, label partners, and internal teams, ensuring clear communication and alignment across all phases of a campaign.
• Build a deep understanding of each artist’s goals, creative vision, audience, and management processes to support effective long-term planning.
• Develop artist branding and growth strategies across key verticals, including superfans, creative direction, A&R alignment, digital marketing, content, cultural positioning, and fan acquisition.
• Partner with digital strategy teams to build data-informed plans, evaluate campaign performance, and recommend pivots based on audience behavior, ROI, and market insights.
• Identify DSP, digital marketing, and emerging platform opportunities that drive artist relevance, engagement, brand awareness, and audience growth.
• Manage project budgets and ensure resources are aligned with campaign goals and priorities.

Project Management & Business Operations

• Lead day-to-day project management across artist campaigns, DSP initiatives, internal programs, and special projects, ensuring clear timelines, deliverables, agendas, follow-ups, and accountability.
• Drive operational clarity across the creative marketing team by establishing priorities, owners, next steps, and communication flows that keep projects moving efficiently.
• Identify blockers, gaps, and risks across projects, escalating and resolving issues as needed to maintain momentum.
• Oversee team workflows, internal systems, templates, documentation, and operating rhythms to improve efficiency, collaboration, and scalability.
• Maintain and evolve key resources, including artist development playbooks, industry landscape documents, cultural trend reports, project strategy maps, internal trackers, agendas, recaps, and executive-ready updates.
• Act as a senior leader within the creative marketing team, helping guide priorities, decision-making, execution, and cross-functional alignment.
• Support the EVP in tracking high-priority initiatives, preparing updates, and translating strategic decisions into clear action plans.
• Lead weekly internal meetings and artist-specific discussions to share updates, evaluate priorities, drive ideation, and ensure alignment.
• Maintain clear communication between A&R, marketing, digital, creative, artist management, DSPs, label partners, international teams, third parties, and executive leadership.
• Manage artist, management, third-party, and indie label communications, including newsletters, press strategy support, outreach, and brand development initiatives.
• Mentor and guide team members by providing direction, structure, feedback, and accountability.

Qualifications

• 10+ years of experience in music marketing, artist product management, label operations, artist development, digital marketing, or a related role within the music or entertainment industry.
• Proven track record leading artist release campaigns across music, video, merchandise, live events, digital marketing, DSP strategy, fan engagement, audience development, and artist branding.
• Strong understanding of DSPs, digital platforms, fan acquisition, emerging music discovery channels, campaign performance, and data-informed marketing strategy.
• Demonstrated ability to manage complex cross-functional projects involving artists, managers, label teams, creative teams, digital strategists, DSP partners, third parties, and executive leadership.
• Strong operational mindset with experience building scalable processes, workflows, templates, team systems, timelines, budgets, and accountability structures.
• Excellent written and verbal communication skills, with the ability to synthesize information clearly for internal, external, and executive audiences.
• Strong leadership presence, emotional intelligence, and ability to drive accountability while maintaining a collaborative, creative team culture.
• Ability to balance creative instincts with business goals, data insights, timelines, budgets, and evolving priorities in a fast-paced environment.
• Highly organized, proactive, solutions-oriented, and passionate about music, artist development, culture, fan communities, and innovative marketing.
• Consistent and punctual in-office attendance to support the company’s collaborative and creative culture, mentorship, effective discussions, and team meetings.
• Proficiency in Microsoft Office, including Excel and PowerPoint, SAP, and other role‑specific systems.

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.

Please note, 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.

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:

Marketing, Streaming & Digital Media

Salary Range:

$72,460- $150,000

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.