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Director, D2C Consumer Engagement
Universal Music Group
Santa Monica, CA, United States
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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.
We are looking for a director to lead, develop and execute consumer engagement and ecommerce campaigns in collaboration with UMe operated and Artist Managed commerce sites. The Director will be the key point person for all direct to consumer/consumer engagement activities, including but not limited to initial artist strategy, product development, marketing and eCommerce. This person must be the organizing force and leader in commercializing direct to consumer campaigns and other integrated artist rights (e.g. ecommerce, experiences, touring). This person must be skilled at influencing and collaborating with all label departments (product development, marketing, digital marketing) and artist management, and will be responsible to organize, plan and collaborate in the execution of marketing campaigns for artists not only across release and touring schedules, but also “off cycle” promotions of artist-relevant commercialization opportunities. He/she will be responsible for overseeing and managing all D2C/CE stores including identifying, planning and executing against revenue opportunities for stores, merchandise recommendations, pricing, design, social media, eCRM and other label marketing initiatives.
Job Functions:
• Lead programs, projects and necessary teams to build, launch and measure effective consumer engagement programs, including but not limited to: artist and label websites and ecommerce stores, VIP and ticketing programs, artist communities and apps.
• Communicate daily with digital and marketing teams to drive adoption of all Consumer Engagement disciplines.
• Develop, execute and manage D2C product offerings and marketing plans/budgets including planning and ROI analysis.
• Assist labels/artists/managers to optimize media buys around D2C campaigns, VIP packages, ticketing and off-cycle promotional initiatives.
• Ensure approvals from all internal and external parties on design, pricing & manufacturing deliverables
• Monitor and respond to all analytics across all programs.
• Monitor monthly revenue against targets and optimise programs to ensure goals are met.
• Coordinate with analytics team to provide timely reporting and insights to label and artist teams regarding sales (historical and current), product offerings, trends, fan demographics, etc.
• Develop, manage and execute fan experience upgrades for artist tours and special events (includes ticketing platforms, ticket/album bundles, pre-sale ticketing, VIP packages).
• Audit programs to ensure each is contributing to revenue, profitability and growth targets.
Job Requirements:
Skills/Abilities:
• Strong ability to collaborate and serve needs of label and artists, while maintaining a clear vision of what will drive results in an extremely fast paced environment
• Creative product development with financial responsibility
• Pro-active self-starter able to set and accomplish label goals
• Expert project management skills with an exceptional attention to detail
• Solid understanding of analytics and data analysis
• Advanced understanding of music/entertainment industry
• Excellent communication skills (verbal & written) & presentation skills
Experience:
• 5 years successful working experience in eCommerce or related fields
• Experience in or exposure to the music or entertainment industries
Education:
• College degree preferred
Universal Music Group is an Equal Opportunity Employer.
Disclaimer
This job description only provides an overview of job responsibilities that are subject to change.