Job Description
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 UniversalMusicCareers@umusic.com.
The A Side: A Day in The Life
As an International Audience Strategist, your day will be a dynamic mix of strategic planning, collaboration, and creative problem-solving. You’ll start by reviewing audience growth data, identifying trends, and refining strategies for UK artists in key export markets. Engaging with internal & external teams, you’ll adapt global fan engagement, CRM, paid media, and content strategies to resonate locally.
Your day might include brainstorming innovative audience development ideas with the UK Audience & Media team, aligning campaigns with international market needs, and briefing label teams on the latest digital trends. You’ll also work closely with artists and managers, providing insights that help them connect with international audiences in a way that complements their brand.
You’ll track campaign performance, analyse audience engagement, and ensure that strategies are delivering measurable results.
Additionally, you’ll play a key role in upskilling internal teams and sharing best practices on audience growth across digital platforms.
The B Side: Skills & Experience
To excel in this role, you’ll need experience in audience strategy, fan engagement, digital marketing, or a related field. A strong understanding of social media, CRM, paid media, content marketing, and creator marketing is essential, along with a data-driven mindset to assess audience behaviours and campaign success.
While international market knowledge is a plus, curiosity and a willingness to learn are most important. Experience in the music industry is preferred.
You should be comfortable analysing performance metrics and using insights to refine strategies, ensuring that international campaigns effectively drive audience growth and engagement.
Person Specification
You are a strategic and creative thinker with a passion for audience development across digital platforms.
Confident and proactive, you bring fresh ideas to the table, advocate for international market needs, and take ownership of your work.
Your strong communication skills enable you to clearly explain audience strategies to both internal teams and artists/managers, ensuring buy-in and alignment.
Collaborative by nature, you thrive in cross-functional environments and enjoy working with multiple teams to execute impactful strategies.
You have a keen curiosity about global music markets and a drive to understand how fans engage with artists in different regions.
Comfortable with data and analytics, you use insights to inform decisions and continuously improve audience growth tactics.
A natural team player, you’re eager to share knowledge and help develop the wider team’s understanding of international audience development.
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 available
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.
Job Category:
Data, Analytics & Business Intelligence
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.
Our vast catalog of recordings and songs stretches back over a century and comprises the largest, most diverse and culturally rich collection of music ever assembled.
As digital technology refashions the world, our unmatched commitment to lead in developing new services, platforms and business models for the delivery of music and related content empowers innovators and allows new commercial and artistic opportunities to flourish.
Knowing that music, a powerful force for good in the world, is unique in its ability to inspire people and bring them together, we work with our artists and employees to serve our communities.
We are the home for music’s greatest artists, innovators and entrepreneurs.
Together, we are UMG, the Universal Music Group.