Vice President, Digital Marketing & Audience Development

Marketing & Digital Media New York, New York Hollywood, California Req. UMG-5314


Based at the iconic Capitol Tower in the heart of Hollywood, Capitol Music Group is home to some of the best-known labels in modern music; encompassing the jazz icons of Blue Note, Capitol’s generations of pop stars, and the legendary recording of Motown to name but a few.  We produce, distribute and promote some of the most critically acclaimed and commercially successful music in the industry.  This role is a fantastic opportunity to join an organization on the cutting edge of the modern music business and, as part of Universal Music Group, a chance to be part of the world’s leading Music Company.

How we LEAD: 

Capitol Records is currently seeking a Vice President, Digital Marketing & Audience Development for our Hollywood, CA office. The Vice President will report to the SVP, Digital Strategy & Business Development, with accountabilities to the SVP Marketing, and lead digital marketing initiatives across the label’s diverse roster of artists. They are responsible for leading the digital marketing team which oversees the strategy &  execution of social, and UGC elements of an artist’s marketing campaign, through digital storytelling and audience development  – including but not limited to digital promotions, fan acquisition and engagement, video releases, influencer campaigns, creation/implementation of digital tools and products to increase fan engagement, advertising, etc and drive consumption & conversion.

How you’ll CREATE:

  • Develop, create, manage, and execute digital marketing campaigns for a diverse roster of artists.
  • Lead a team of skilled digital marketers across a broad roster of artists, and help them to develop appropriate digital marketing and audience development strategies.
  • Lead digital marketing strategy and recommendations, performance, and best practices in meetings and proposals with wider artist teams and senior leadership.
  • Work directly with artists, and managers to set and execute compelling digital and social media strategies, growth plans, posting cadence, content & platform best practices that tie back to strategic goals and objectives.
  • Set clear goals and campaign objectives around awareness, engagement, consumption (streams, video views), and conversion (pre-orders, D2C) with measurable KPIs
  • Drive audience awareness, strategy and growth for roster through digital strategy, execution, activity, and relevant content across Instagram, Facebook, Instagram, YouTube, Twitter, Snap Chat, TikTok, advertising, CRM, and others
  • Partner and collaborate closely with the commercial team to develop digital marketing strategies to support each account.
  • Collaborate with each department to articulate the overall project objectives and create plans that support these objectives for each artist phase and releases
  • Oversee the creation, development, and execution of engaging UGC campaigns across short form content platforms (TikTok, Shorts, Reels, Triller) that drive creations, trends, and vitality of music on the platform while also building artist audiences.
  • Build, develop, and maintain relationships with cultural influencers and content seeding outlets
  • Manage relationships and lead artist conversations with key digital and digital partners and secure platform opportunities 
  • Identify viral, digital word-of-mouth marketing opportunities with the goal of driving traffic, fan acquisition, and creating brand awareness for artists.
  • Direct and manage relations with independent digital marketing & influencer agencies
  • Work with media strategy team to build integrated advertising strategies that augment organic momentum with clear KPIs around campaign objectives.
  • Set artist goals around fan acquisition and engagement metrics, identify and establish clearly defined KPIs for which the team can be assessed and maintain accountability.
  • Quantify success and efficiency of digital promotions, paid media campaigns, eCommerce efforts, social engagement and partnerships in partnership with research & insights team.
  • Track-specific milestones, including email, social and advertising conversion rates, plays and views, number of fans acquired, campaign spend and ROI against project goals.
  • Discover new sites, accounts, influencers, and outlets to promote artists and maintain relationships 
  • Identify viral, digital word-of-mouth marketing opportunities with the goal of driving traffic, fan acquisition, and creating brand awareness for artists.
  • Communicate and work collaboratively across label departments including Marketing, International Marketing, Commercial Strategy,  Creative, Finance, Research & Insights, and Production
  • Set digital budgets across a number of activations including influencer spends, UGC, advertising, web and social asset creation
  • Contribute ideas and lead brainstorms and throughout campaign planning – keep abreast of existing and emerging media and marketing trends
  • Mentor junior members of the team

Bring your VIBE:

  • Extensive leadership experience & a proven ability to manage a team
  • A history of developing award winning digital campaigns that drove key success across a broad range of artists spanning multiple genres
  • A deep routed love for all things digital in the music space and the culture that surrounds it
  • Must have 9+ years experience in digital marketing with focus on analytics and content
  • General knowledge of all departments within a label, including marketing, publicity, A&R, creative, production and promotion
  • Expert-level understanding of the technology and marketplace powering today and tomorrow’s music industry
  • Extensive experience in advertising, CRM, fan engagement and analytics
  • Proven experience in forging strategic marketing partnerships with platforms and content creators
  • Desire to be on top of every new digital trend, meme, and platform
  • Strong grasp of collaboration and asset management tools
  • Excellent presentation, communication and analysis skills
  • An unquenchable thirst for innovation, experimentation and reinvention
  • Passion for bringing music to the world in innovative ways
  • Ability multitask and operate effectively in a high-pressured environment
  • Exceptional executer with a proven track record for accountability
  • Ambitious individual sought who is self-starter requiring minimal direction.
  • A proven track record of breaking songs & artists using UGC platforms

Perks Playlist:

  • Competitive Compensation Package including Salary, Benefits and Generous 401k Savings Plan
  • Paid Time Off – Paid Holidays, “Winter Break”, Summer Fridays
  • Student Loan Repayment Assistance
  • Employee Developmental Support
  • Annual Gym Reimbursement Package
  • Pet Insurance, plus much more!

Universal Music Group is an Equal Opportunity Employer

Disclaimer: This job description only provides an overview of job responsibilities that are subject to change.