Manager, Social Media

UMG Recordings; New York (NY); On-site; USD 90,000 - 130,000; Full time

Job summary

CD Baby, part of Virgin Music Group and Universal Music Group, is seeking a Social Media Manager to lead organic social presence for artist-focused growth. You will craft strategy, create content, engage communities, and measure impact across platforms.

You will own calendar, produce platform-native videos, and translate artist stories into useful content that builds broad audience engagement and loyalty. Based in NYC area, you’ll collaborate with marketing and artists to connect social goals to

Qualifications

• 5+ years of relevant experience in social media, ideally in music/entertainment.
• Proven track record owning organic social strategy and execution.
• Ability to create platform-native content for multiple formats.
• Strong written and verbal communication with data-driven decision making.

Responsibilities

• Lead organic social strategy across Instagram, TikTok, YouTube, LinkedIn, Reddit, and emerging platforms.
• Own the calendar from idea to publication, coordinating production and approvals.

Skills

Social strategy

Content creation

Community engagement

Analytics

Short-form video

Copywriting

Data analysis

Project management

Tools

Instagram

TikTok

YouTube

LinkedIn

Reddit

Google Sheets

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:

CD Baby is looking for a Social Media Manager to lead our organic social presence as one of the most useful and relevant voices for self-releasing artists.

Our audience spans from artists releasing for the first time to experienced musicians building independent careers. What connects them is their intent: they care about their craft, want to grow, and take their careers seriously. You'll help them navigate the business of music, make informed decisions, and find tools and opportunities to move their careers forward.

This is a hands-on role spanning strategy, content creation, community engagement, and performance. You'll turn business priorities and audience needs into a clear social plan, and own its execution.

We're looking for someone who understands both social and artists: what they care about, what they struggle with, and what earns their attention.

How you'll CREATE:

Own Social Strategy & Growth:

• Lead organic social strategy across Instagram, TikTok, YouTube, LinkedIn, Reddit, and emerging platforms.
• Build a prioritized roadmap grounded in audience needs, with clear channel strategies and KPIs tied to artist acquisition and brand authority.
• Stay close to artist conversations-from release strategy and fan growth to royalties, promotion, touring, and industry shifts.
• Evaluate trends and cultural moments for artist relevance and business opportunity.
• Build a distinctive mix of timely content, recurring series, artist stories, education, and entertainment.

Create Great Content:

• Own the calendar from idea through publication, coordinating production, stakeholder input, approvals, and deadlines.
• Concept, write, shoot, edit, and publish platform-native content, especially short-form video.
• Turn artist challenges and complex topics - from royalties to music marketing - into clear, credible, useful content that reflects CD Baby's expertise.
• Develop strong hooks and formats that give artists a reason to follow our socials.

Build Artist Community:

• Lead daily engagement across comments, DMs, mentions, and relevant conversations.
• Use community insights to shape content and identify opportunities to support and spotlight artists.
• Build a distinct CD Baby voice that is knowledgeable, approachable, direct, and human.
• Exercise editorial judgment about when to educate, celebrate, take a point of view, or join the conversation.

Use Social to Drive Growth:

• Define channel-specific KPIs for audience growth, engagement, traffic, artist acquisition, and conversion.
• Own reporting and analysis, translating insights into recommendations for content, channel strategy, and campaigns.
• Test formats, messaging, talent, and CTAs; apply learnings and scale what works.
• Partner with marketing to connect social goals to broader business priorities.
• Track competitors, platform shifts, creator trends, and music culture to inform strategy.

Bring your VIBE:

• You bring 5+ years of relevant experience, ideally in music, entertainment, creator platforms, or a community-driven business.
• You've independently owned organic social strategy and execution, with measurable results.
• You understand creating content for musicians versus marketing to musicians.
• You know social platforms and internet culture, with strong creative and editorial judgment.
• You're hands-on with short-form video, from concept through shooting and editing.
• You write clearly, with a strong voice, making complex subjects engaging and useful.
• You're proficient in social analytics and Google Sheets or Excel and can translate data into strategic recommendations.
• You're highly organized and keep multiple priorities moving.
• You're collaborative, but don't wait for a brief to bring ideas and turn them into action.
• You're based in the NYC area and plugged into music, emerging artists, and culture.

Why CD Baby:

Independent artists have more ways than ever to release music-and more responsibility for what happens after release day. CD Baby is building for artists who take that opportunity seriously.

For nearly three decades, CD Baby has helped independent artists bring their music to the world. Now, as part of Virgin Music Group and Universal Music Group, we're building on that history for the next generation.

This role will help define how that next chapter sounds, feels, and shows up every day.

Perks Playlist:

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