Senior Audience and Marketing Manager

Marketing & Digital Media Kings Cross, London Req. UMG-5907


Job title:
Senior Audience and Marketing Manager
Responsible to: General Manager
Department: Global Classics and Jazz
Location of work: 4 Pancras Square, Kings Cross


Music is Universal


It’s the passionate and dedicated team at Universal Music who help make us the world’s leading music company. From A&R to finance, legal to digital, sales to marketing, Universal Music is the place to grow and develop your career within a truly commercial and innovative business that leads in everything it does.

Everyone is welcome to apply for our roles, and we are determined to ensure that no applicant or employee receives less favourable treatment because of gender, race, disability, sexual orientation, religion, belief, age, marital status, background, pregnancy or caring responsibilities. We also recognise the importance of diversity of thought within our teams and are fully committed to embracing the talents of people with autism, dyslexia, ADHD and other forms of neurocognitive variation.

We will always seek to make appropriate adjustments to recruitment, workplaces, and work processes to be fully inclusive to people with different needs and working styles. If you need us to make any reasonable adjustments for you from application onwards, including alternatives to the online form or to disclose a neurocognitive condition, please email [email protected]


The A Side: A Day in The Life


This is a unique role for a passionate and creative marketing professional to work with the world's leading music company, to create a brand new discovery and e-commerce destination for jazz fans around the world.

The position presents an exceptional opportunity for a highly motivated individual with flair and vision to craft and implement a stand-out, innovative marketing strategy. Your focus will be on delivering an unrivalled user experience to drive revenue and grow a loyal, engaged community of jazz fans, globally.

Our Senior Audience and Marketing Manager will be in from the start and hungry for success to establish the brand as a cross-channel leader and top e-commerce destination. They must be ready to build this brand from the ground up, break boundaries and generate an infectious energy. This is a key position for turbo-charging jazz audience development and acquisition, driving a pan-market strategy.

This role reports to the project’s General Manager, working in close collaboration with the rest of the team, our iconic jazz labels (including Blue Note, Verve, Impulse! and ECM), and central marketing teams to realise the goals of the destination.


The B Side: Skills & Experience

The Senior Audience and Marketing Manager will be the key marketing professional for leading strategy around brand, reach, user acquisition, customer experience and loyalty.

They will take overall responsibility for creating and implementing day-to-day marketing across all channels and international markets, with a focus on exceptional CRM and social engagement.

The successful candidate will develop a deep understanding of the nature and behaviour of the target audience to drive the development of the business. 

Be Commercial

  • Develop global audience and brand strategy for this new commerce and content brand
  • Work alongside editorial, content and commerce to foster a unique, authoritative, and dynamic brand voice, carefully targeted to the audience
  • Manage all major brand developments and creation of assets, and ensure all communications and platforms are consistent with brand values
  • Develop and manage global marketing strategy across all areas/channels including: CRM, social media, SEO, PPC, offline, PR, partnerships
  • Initiate, develop and own a global audience acquisition and retention programme
  • Create innovative marketing campaigns, always looking for new and engaging ways to share product and tell stories
  • Manage all marketing channels (from socials to offline) and implementation of day-to-day marketing
  • Plan and manage SEO and paid marketing strategies
  • Devise, write, and produce regular newsletters
  • Develop and maintain regular reporting and insight to assist audience development, content and commercial decision making – using all tools and analytics available e.g. Google Analytics, SEO tools, internal systems or similar
  • Input into content development, product offer, customer service
  • Set targets and KPIs for marketing, in conjunction with overall business plan


Be Collaborative


  • Work alongside product and content team, labels, countries and central marketing to create a global marketing plan
  • Source and manage marketing and creative agencies to deliver campaigns and produce necessary assets and advertising
  • Managing responsibilities for social communications across the team, acting as first point of contact
  • Work alongside labels, markets and global teams to devise and implement campaigns and best practice
  • All team members are expected to be hands-on with relevant content management systems and each plays their part in preparing their relevant content for publishing


Be Organised


  • Contribute as needed to the functional development of the site/services
  • Produce audience profiles, customer insights and co-ordinate any necessary research
  • Manage the marketing budget, ensuring all activity is budgeted and that costs are controlled


Person Specification


A key task of the successful applicant will be to develop the brand’s ability to identify and grow its audience and value, while achieving the highest standards in marketing and pushing creative boundaries. 

As an experienced marketing professional, you will have proven success in creating and implementing innovative marketing strategies, complemented by the full range of marketing materials – from written to video and physical promotional productions.

The ability to confidently lead projects and inspire people is essential, coupled with a highly collaborative nature and flexibility to do what it takes to bring this new brand from conception to success.  You will need an excellent knowledge of digital channels and proven results in building a social following.




  • A committed love of music and a desire to help others share that passion
  • Proven expertise/interest in jazz and in-depth knowledge of the international jazz scene
  • Success in developing brand, audience and marketing strategies to match business goals
  • Extensive experience in creating and executing marketing campaigns across all available channels
  • Desire to innovate and lead the field, and a willingness to take a brand from concept to launch
  • A highly creative individual, bursting with ideas and used to thinking outside of the box
  • Exceptional planning and organisational skills
  • Strong commercial acumen
  • Proven skills in developing a social media audience and increasing engagement
  • In depth knowledge of available marketing platforms and tools for managing, measuring and analysing (e.g. SEO tools, Google analytics, Google for Business, Ad Manager, social media management tools or similar)
  • Experience of agency management, from marketing to design and PR
  • Strong research skills and experience applying analytics and insights to aid business decisions
  • Experience of CMS, HTML, SEO and managing marketing across all social channels
  • Experience managing a marketing budget and in leading a marketing team/other marketing personnel
  • Outstanding communication skills
  • Understanding of – and ability to adapt to – the changing nature of online trends
  • Flexible and adaptable team member, happy to work across disciplines as required


Bonus Tracks: Your Benefits

  • Group Personal Pension Scheme (between 3% and 9%)
  • Private Medical Insurance
  • 25 paid days of annual leave
  • Interest Free Season Ticket Loan
  • Holiday Purchase scheme
  • Dental and Travel Insurance options
  • Cycle to Work Scheme
  • Salary Sacrifice Cars
  • Subsidised Gym Membership
  • Employee Discounts (Reward Gateway)

Just So You Know…

The company presents this job description as a guide to the major areas and duties for which the jobholder is accountable.  However, the business operates in an environment that demands change and the jobholder's specific responsibilities and activities will vary and develop.  Therefore, the job description should be seen as indicative and not as a permanent, definitive and exhaustive statement.