The Role

As Audience & Fandom Manager, you will lead the development of audience strategies across Decca’s eclectic and unique roster.

You will focus on building sustainable audience growth, deepening fan relationships, and creating connected digital ecosystems that support our artists and projects.

The role involves working side by side with artist & management, Marketing, A&R, Creative and Direct-to-Fan teams, you will ensure that every campaign is rooted in audience insight and delivered with clarity and precision.

Artist Digital & Fan Infrastructure

• Define and manage digital presence and social strategy
• Establish and evolve fan communities, considering platform relevance across demographics
• Work with the wider teams to establish artist storytelling across direct-to-fan ecosystems, including mailing lists, content hubs, and commerce touchpoints
• Lead on secondary and project-specific channels where relevant (e.g. soundtracks, productions, or sub-brands)
• Evaluate and implement the most appropriate digital infrastructure for each project (websites, platform-based solutions, stores, etc.)

Key Responsibilities

Audience Strategy

• Develop and deliver long-term audience growth strategies for artists, extending beyond release cycles into always-on fan development
• Identify and prioritise key audience opportunities, shaping strategies in collaboration with core campaign teams
• Build holistic audience plans across platforms, content, community, and partnerships
• Lead fan engagement strategies around key moments (releases, touring, live activity, cultural moments)
• Work closely with internal Audience functions (Creators, Digital Partnerships, Youth Marketing, Fused) to ensure aligned and impactful execution

Artist Digital & Fan Infrastructure

• Define and oversee social media strategy and channel management, including identifying when to bring in external partners
• Establish and evolve fan communities, including platform selection, tone of voice, and engagement frameworks
• Lead the creation and management of secondary and niche fan pages where relevant
• Design and implement fan engagement infrastructure (mailing lists, CRM touchpoints, direct-to-fan ecosystems, etc.)
• Evaluate and recommend the right digital ecosystem for each artist (websites, platforms like MIRA, stores vs. full sites, etc.)

Campaign Execution (Day-to-Day)

• Own and manage key digital campaign tools and assets, including:
• Linkfire creation, optimisation, and maintenance
• Pre-save strategy, setup, and performance reporting
• Review and approve social content schedules in collaboration with artists, management, and label teams
• Create deliverables lists for campaign assets and content needs
• Brief and oversee digital-first creative campaigns, ensuring they are audience-led and culturally relevant
• Lead the briefing and development of key visual assets (e.g. banners, campaign toolkits)
• Execute and evolve fan engagement activations
• Act as a central point for campaign communication, sharing updates across teams
• Deliver reporting and insights, feeding back on content performance, audience growth, and campaign effectiveness
• Brief and oversee artist website builds and maintenance, including domain strategy and alternative solutions

Collaboration & Relationship Building

• Build strong working relationships with artists, managers, composers, and creative partners
• Act as a key voice representing the audience perspective in campaign planning
• Collaborate effectively across Decca and the wider UMG network

• Maintain a strong understanding of classical, soundtrack, and contemporary neo-classical landscapes

• Stay informed on digital, cultural, and industry trends (Music Ally, Billboard, etc.)
• Analyse audience behaviour across different demographics and genres
• Engage with campaigns across the wider industry, including live, broadcast, and screen-based projects
• Attend concerts, performances, and industry events to deepen insight and relationships

Be an Innovator

• Identify opportunities to modernise audience engagement within heritage genres
• Explore and introduce new platforms, tools, and technologies, including AI where appropriate
• Bring ideas that connect traditional audiences with emerging digital behaviours
• Engage with new partners, platforms, and creative approaches to storytelling and fan engagement
• Continuously seek out learning opportunities and share insights with the wider team

Attention to Detail

• Ensure all campaign elements are delivered with precision and consistency
• Maintain high standards across metadata, links, content, and digital touchpoints
• Create seamless fan journeys across platforms and experiences
• Communicate with clarity, professionalism, and organisation

• A thoughtful digital strategist with a passion for audience development and fan engagement
• An understanding of different audience mindsets, from traditional classical listeners to modern streaming audiences
• Experience working across multi-channel digital campaigns, ideally within music, media, or entertainment
• Ability to balance creativity with structure, and innovation with respect for artistic context
• Strong collaboration skills and confidence working with a wide range of stakeholders
• A genuine interest in music culture in all its forms — from heritage to cutting-edge

About UMG UK

We are Universal Music Group UK – the UK’s leading music-based entertainment company. We exist to shape culture through the power of artistry. We help UK artists produce, distribute and promote the most critically acclaimed and commercially successful music to inspire and entertain fans at home and around the world.​

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)