Sr. Director, Digital Marketing & Audience Development

Marketing & Digital Media Hollywood, California Req. UMG-5253


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 Sr Director, Digital Marketing & Audience Development for our Hollywood, CA office. The Sr Director will lead Digital Marketing strategy & initiatives across a subset of the label’s Hip Hop & R&B roster. They are responsible for building out the web, social, and UGC elements of an artist’s marketing campaign, through digital storytelling and audience development  – including but not limited to digital promotions, artists websites, fan acquisition and engagement, video releases, influencer campaigns, creation/implementation of digital tools and products to increase fan engagement across social & UGC platforms, advertising, etc and drive consumption & conversion.

How you’ll CREATE:     

  • Develop, create, manage, and execute digital marketing campaigns for a diverse roster of artists.
  • Articulate 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 manager 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 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
  • Create, develop, and execute 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, development, 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


  • Partner with various internal/central teams to leverage online communities, run sweeps, build CRM lists, and study analytics to ensure informed marketing decisions are being made.
  • Lead relationships with key third party partners for content creation, social media plans and influencer campaigns.
  • 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
  • Manage 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
  • Work with visual and art departments on creative digital content, optimization, routing, and scheduling.
  • Track, analyze and utilize campaign, social data, consumer behavior online, and audience awareness to help optimize digital marketing efforts.
  • Execute/Action digital marketing strategies

Bring your VIBE:

  • A deep routed love for all things Hip Hop & R&B and the digital culture that surrounds it
  • Must have 7+ years experience in digital marketing with focus on analytics and content
  • 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
  • Proven ability to manage a small team
  • Leadership experience
  • 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 to handle multiple projects 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.