Senior Executive, Audience Acquisition

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 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.

Role Summary

The Senior Executive for Audience Acquisition will be responsible for driving growth strategy in Southeast Asia: increasing audience acquisition, engagement, loyalty, and customer lifetime value.

The ability to confidently lead projects and inspire people is essential, coupled with a highly collaborative nature and flexibility to do what it takes to bring campaigns from conception to success. You will need an excellent knowledge of digital channels and proven results in building a social following.

About this role
- Responsible for audience targeting, campaign management, measurement, and optimization: develop roadmap, define metrics, measure KPIs and derive actionable recommendations
- Use various cross-selling / up-selling marketing strategies to drive conversions through our channels: nurture superfans and grow artist affiliation
- Work closely with regional and local marketing, e-commerce, and data analytics to plan, design and implement audience segments, personalization tactics and campaign activations
- Recommend audience segments and campaign strategy for each market based on data-driven insights from campaign performance, flows, and experiments
- Work with line manager to provide best-in-class practices to share with local opcos
- Becomes the expert user of Universal Music Group’s marketing automation tools. Provide support and hands-on training for local opcos on relevant tools
- Communicate progress, risks, expectations, timelines, milestones and other key campaign/project metrics to line manager, stakeholders, and team members

Desirable Traits:

- Minimum 3 years’ experience in CRM / audience acquisition role, preferably in an entertainment/ tech company
- Proven track record in designing, planning, and implementing audience and marketing strategies to drive business goals
- Able to set up and optimize campaigns and automated flows across marketing channels
- Experience using marketing automation tools and platforms to build audience segments, audience journeys and run AB testing tactics
- Experience with analytics tools, e.g., Google Analytics, Facebook Ad Manager, etc.
- Experience with customer database management
- Effective self-starter who excels in a lean and fast-paced organization where continuous innovation is needed
- Excellent analytical, communication and project management skills
- Good to have: Experience with hands-on data query via SQL, Python
- Good to have: Exceptional visualization skills using DOMO, Tableau, or other relevant visualization tools

Note: Only shortlisted applicants will be contacted.

About us:
Universal Music Group (UMG) is the world leader in music-based entertainment, with a broad array of businesses engaged in recorded music, music publishing, merchandising and audiovisual content in more than 60 countries.

Featuring the most comprehensive catalog of recordings and songs across every musical genre, UMG identifies and develops artists and produces and distributes the most critically acclaimed and commercially successful music in the world. Committed to artistry, innovation and entrepreneurship, UMG fosters the development of services, platforms and business models in order to broaden artistic and commercial opportunities for our artists and create new experiences for fans.

UMG's catalog is marketed through two distinct divisions, Universal Music Enterprises (in the U.S.) and Universal Strategic Marketing (outside the U.S.). UMG also includes Universal Music Publishing Group, one of the industry's premier music publishing operations worldwide and Bravado, the leading provider of consumer, lifestyle and branding services to recording artists and entertainment brands around the world. Universal Music Group is a Vivendi company.

Job Category:
Data, Analytics & Business Intelligence