Senior Manager, Audience Development (Republic + Universal Records)

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.
 

Famehouse, a division of UMG, is the preeminent leader in D2C solutions in music, defining & delivering the industry’s best-in-class service to connect artists with their fans. Established & headquartered in Philly, Famehouse powers D2C for UMG’s labels, artists, and Bravado, along with a select roster of 3rd party clients. Our success & culture is fueled by collaboration—both within FH and with our partners. We are passionate about the impact of D2C & merchandise for artists, providing a full-service solution to grow an artist’s owned business including strategy, creative, storefront merchandising, fulfillment, customer service, technology, and more.

How we LEAD:

Merchandise and commerce are part of the fabric of music culture. For artists, they are powerful tools to express and extend their brand. For fans, they create deeper, more meaningful connections to the artists and communities they love.

Republic Records, Universal Records, and Famehouse are seeking a collaborative, passionate, and driven Senior Manager, Audience Development to lead CRM efforts across the label’s artist roster and brand. This role reports into Famehouse, while being deeply embedded within the label teams, and is based in New York City.

With a focus on deepening artist-to-fan relationships, you will lead the development and execution of owned audience marketing campaigns end-to-end, from data acquisition and segmentation through to campaign delivery, analysis, and optimization.

You are a data-driven marketer with deep CRM expertise and a passion for fan engagement, ecommerce, and artist world-building. You thrive in a fast-paced environment and bring a strong understanding of email and SMS best practices, lifecycle marketing, and performance optimization. You are equally comfortable thinking strategically and executing tactically, balancing fan experience with commercial outcomes.

You have a sharp attention to detail, a proactive mindset, and a collaborative approach, and you are energized by working across a diverse roster of artists and stakeholders.

This role manages a team of two and is responsible for scaling CRM capabilities, building robust segmentation strategies, and leveraging insights to enhance the fan experience and maximize lifetime value. You will partner cross-functionally to align CRM initiatives with broader label and artist objectives.

How you’ll CREATE:

• Develop multi-channel CRM strategy: Build and execute data-led communication strategies across email and SMS to drive engagement, conversion, and retention across key audience segments
• Own campaign execution: Oversee end-to-end delivery of CRM campaigns, ensuring high quality, on-time execution, and consistency across touchpoints
• Drive data-led decision making: Leverage audience and campaign insights to inform strategy, identify growth opportunities, and improve performance
• Lead testing and optimization: Establish and scale a test-and-learn framework across messaging, targeting, and creative to continuously improve results
• Lead cross-functional initiatives: Drive complex CRM projects in partnership with marketing, eCommerce, and creative teams, ensuring alignment with broader business goals
• Evolve tools and capabilities: Identify and implement new CRM tools, technologies, and processes to improve efficiency and effectiveness
• Support commercial objectives: Translate label and artist priorities into CRM strategies that drive measurable business impact
• Build strong partnerships: Develop effective working relationships across teams to deliver against a unified audience strategy
• Manage and develop team: Lead, mentor, and develop a team of two, fostering a high-performing, accountable, and collaborative culture

Bring your VIBE:

• 8+ years of experience in CRM or lifecycle marketing, with a strong understanding of music, pop culture, and fan behavior
• Deep expertise in email and SMS marketing, including segmentation, journey design, compliance, deliverability, and performance optimization
• Strong analytical mindset with the ability to translate data into actionable insights and strategy
• Experience building personalized customer journeys and retention-focused programs
• Proven project management skills, with the ability to manage multiple priorities in a fast-paced environment
• Strong communication and presentation skills, with experience influencing stakeholders and leadership
• Entrepreneurial mindset with a proactive, solutions-oriented approach
• Experience with ESPs and platforms such as Attentive; familiarity with HTML/CSS is a plus
• Experience with Adobe Creative Suite (Photoshop, Illustrator, InDesign, etc.)

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.

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.

For more information, please click on the following links.

E-Verify Participation Poster: English / Spanish

E-Verify Right to Work Poster: English | Spanish

Job Category:

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.