Director, Catalog Digital Marketing Urban

We are UMG, the Universal Music Group – the world’s leading music company. We own and operate a broad array of businesses in recorded music, music publishing, merchandising and audiovisual content across more than 60 countries. We identify and develop recording artists and songwriters, and we produce, distribute and promote critically acclaimed and commercially successful music to delight and entertain fans worldwide.

Director, Catalog Marketing (Urban & Multi‑Genre)

We are currently seeking an experienced Director, Catalog Marketing who will drive the long‑term product and campaign strategy for multiple artists and projects across the IGA roster, with a specific focus on Urban (Hip‑Hop/R&B) catalog while maintaining fluency across all genres. This leader will partner closely with the Department Head and all departments within IGA (A&R, Revenue, Creative, Digital, PR, Radio) to build and execute fully integrated, progressive, and culturally fluent marketing strategies that resonate with both legacy audiences and the next generation of fans.

Key Responsibilities

Urban + Multi‑Genre Catalog Strategy

Develop and execute innovative catalog marketing strategies for Urban (Hip‑Hop/R&B) artists while applying equal expertise across all genres. Identify opportunities to pull forward catalog moments that resonate with today’s youth—balancing cultural nostalgia with modern relevance. Build long‑tail strategies that strengthen artist legacy while tapping into emerging discovery behavior, cultural moments, and platform trends.

Creative Ideation & Cultural Fluency

Bring strong creative instincts and a modern marketing mindset—someone who sees possibilities, not limitations. Develop big ideas, tentpole moments, viral concepts, and culturally relevant activations that stretch across platforms and audience groups. Ensure ideas honor the artist’s legacy while making them meaningful and exciting for new generations.

Trend Awareness & Viral Opportunities

Stay deeply connected to cultural trends—especially TikTok, social audio moments, memes, and youth‑driven behavior. Recognize viral patterns early and develop strategies to enhance, accelerate, or originate viral catalog moments. Bring forward new ideas using remixes, edits, challenges, influencers, and micro‑moments that leverage platform algorithms.

Research, Data, and Insights Integration

Tap into all research and data sources—internal insights, data analytics, consumer behavior, streaming patterns, social sentiment, and cultural research. Use data to validate opportunities, uncover blind spots, and inform go‑forward strategy. Ensure the team utilizes internal tools, processes, and cross‑functional expertise to maximize performance and efficiency.

Frontline + Catalog Alignment

Understand frontline release cycles and how they influence catalog moments. Work across current genres and frontline teams to ensure that catalog strategy complements and enhances artist development across the roster. Seamlessly bridge catalog and frontline marketing—ensuring holistic, year‑round artist narratives.

Cross‑Functional Collaboration

Collaborate with Catalog and Core Label teams including Marketing, A&R, Digital, Creative, International, Commercial, Revenue, and Artist Management to support priority Urban and multi‑genre catalog projects. Maintain proactive, clear communication with all stakeholders—deadlines must be met, and alignment must be constant across all moving parts. Serve as a key partner to Artist Management, ensuring that campaigns support artist brand integrity and long‑term vision.

Execution, Analysis & Optimization

Guide and oversee the creation of all marketing materials and original content for campaigns. Regularly interface with artists and management to ensure alignment on all aspects of release plans and catalog marketing strategy. Analyze streaming, sales, radio, and social performance to adjust strategies in real time. Use audience insights to optimize rollouts, messaging, formats, and content across channels.

Qualifications

• 6+ years’ experience as a Marketing Director and/or Product Manager in music
• Strong experience in Urban (Hip‑Hop/R&B) while holding comprehensive knowledge across all genres
• Deep passion for music history, catalog storytelling, and cultural evolution—whether lived, learned, or actively pursuing
• Strong ability to define and drive strategy, execution, timelines, and cross‑functional coordination
• Creative thinker with the ability to generate fresh, innovative marketing ideas rooted in culture
• Strong understanding of DSP behavior and trends (Spotify, Apple, SoundCloud, YouTube)
• Deep familiarity with social platforms and content trends, especially TikTok
• Excellent communication, writing, presentation, and cross‑functional relationship skills
• Proficiency with Word, Excel, PowerPoint, and Nielsen analytics (SoundScan, Mediabase)
• Bachelor’s Degree

Benefits & Perks

We support you along the way with comprehensive medical, dental, and vision coverage; 100% coverage for out‑patient in‑network mental health services; fertility coverage for eligible participants; wellbeing reimbursements for fitness classes, spa treatments, meal services, travel, and more (up to $720/year); student loan repayment assistance and tuition reimbursement; 401(k) with 100% immediate vesting on the first 5% of your contributions, plus an additional UMG contribution; flexible paid time off (3‑weeks for exempt, 2‑weeks for non‑exempt employees); 2‑weeks paid winter break; 10 company holidays (including Juneteenth and Wellbeing Day); summer Fridays (between Memorial Day and Labor Day); generous paid parental leave for every type of parent.

Equal Opportunity Employer

Universal Music Group is an Equal Opportunity Employer. We are an E‑Verify employer in Alabama, Arizona, Georgia, Mississippi, North Carolina, South Carolina, Tennessee, and Utah. Please note UMG is not enrolled in E‑Verify in California and New York, and cannot support employment of candidates whose employer must enroll in E‑Verify, for example candidates on STEM‑OPT.