Director, Catalog Digital Marketing

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.
 

How We LEAD:
The Director, Catalog Digital Marketing leads digital strategy, innovation, cultural storytelling, and audience development for Capitol Records’ Pop/Rock and Urban (Hip-Hop & R&B) catalog artists, spanning one of the most influential and diverse repertoires in recorded music.

This role is responsible for elevating legacy artists and timeless recordings through modern digital campaigns that honor artistic impact while expanding reach across generations and platforms. You will oversee digital initiatives across anniversaries, reissues, deluxe editions, archival storytelling, cultural milestones, and evergreen catalog programming—ensuring each campaign reflects both the unique nuances of its genre and the individual legacy of the artist.

Managing both Pop/Rock and Urban catalogs requires an understanding that different genres demand different approaches: from platform behavior and fan engagement to cultural context, storytelling cadence, and creator participation. This role balances genre-specific strategy with a cohesive label-wide vision, ensuring authenticity, cultural fluency, and impact across all campaigns.

Working cross-functionally with Marketing, Creative, A&R Research, Commercial, D2C, and International teams, you will ensure Capitol’s catalog remains culturally relevant, discoverable, and deeply connected to both lifelong fans and new audiences. A global perspective is essential, applied thoughtfully to support international markets while maintaining a strong domestic foundation.
How You’ll CREATE:
Digital Strategy & Catalog Campaign Leadership

• Lead overall digital strategy and senior project management for Capitol Records’ Pop/Rock and Urban catalog roster.
• Define and execute digital campaigns for anniversaries, reissues, remasters, deluxe packages, cultural moments, and long-term legacy initiatives.
• Develop genre-aware digital marketing plans, recognizing differences in audience behavior, cultural storytelling, platform engagement, and discovery pathways between Pop/Rock and Urban music.
• Audit catalog performance across platforms to identify strengths, weaknesses, opportunities, and threats that inform planning and prioritization.
• Build comprehensive digital marketing plans outlining campaign goals, cultural context, messaging, audience targets, and cross-platform execution.
• Establish long-term frameworks that drive catalog discovery, deepen fan loyalty, and sustain engagement across digital ecosystems.

Content, Creative Direction & World-Building

• Partner with Catalog and Core label teams to build cohesive digital worlds aligned with each artist’s brand, genre, history, and catalog eras.
• Oversee development of catalog-focused content including archival footage, mini-docs, story-driven series, social-first assets, evergreen features, and platform-optimized video.
• Ensure storytelling reflects genre-specific nuance—from Pop/Rock’s legacy-driven narratives and visual eras to Urban music’s cultural impact, community influence, collaborators, and sonic evolution.
• Guide content to be platform-native, culturally relevant, and authentic to each artist’s history.

Fan Engagement, CRM & Lifecycle Marketing

• Lead CRM, email, SMS, and owned-channel strategies that account for different fan behaviors across Pop/Rock and Urban audiences.
• Build lifecycle marketing pathways that serve both long-time fans and discovery-stage audiences across genres.
• Develop evergreen programming that sustains catalog relevance beyond traditional release windows.
• Collaborate with D2C and Commercial teams to drive revenue through genre-appropriate catalog products including vinyl, merch, box sets, and special releases.

Bring Your VIBE

Experience & Leadership

• 7–10+ years of digital marketing experience within the music industry; experience working across both Pop/Rock and Urban catalogs strongly preferred.
• Proven success leading complex, multi-phase digital campaigns across multiple genres.
• Ability to balance genre-specific strategy with a unified label vision.

Cultural & Strategic Fluency

• Deep understanding of Pop/Rock and Urban culture, fan communities, platform behaviors, and digital trends.
• Strong judgment around when strategies should diverge by genre—and when they should align for maximum impact.

Perks Playlist:

Join an entrepreneurial, global organization where authenticity, boldness, creativity, connection, drive, and insight aren’t just values—they’re how we work every day. Here are some of the ways we support you along the way (and just a few of the benefits we offer):

• Comprehensive medical, dental, and vision coverage

• Including 100% coverage for out-patient in-network mental health services

• Fertility coverage for eligible medical plan participants

• Wellbeing reimbursements for fitness classes, spa treatments, meal services, travel, and so much 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

A variety of ways to prioritize much-needed time away from work including:

• Flexible Paid Time Off (PTO) for exempt employees

• 3-weeks PTO 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

Check out our full overview of benefits on the Perks Playlist page of the career site.

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

For more information, please click on the following links.

E-Verify Participation Poster: English / Spanish

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Salary Range:

The actual base salary offered depends on a variety of factors, which may include, as applicable, the qualifications of the individual applicant for the position, years of relevant experience, specific and unique skills, level of education attained, certifications or other professional licenses held, and the location in which the applicant lives and/or from which they will be performing the job.  All candidates are encouraged to apply.