Manager, Audience Development
Universal Music
- Hollywood, CA
- $61,920-175,460 per year
- Permanent
- Full-time
- Develop new audience growth strategies and tactics for driving long-term fan engagement, retention and lifetime value
- From concept through post campaign analysis - leverage marketing automation tools to develop transactional, promotional, and evergreen content strategies in order to optimize the fan lifecycle
- Develop, plan, and optimize CRM campaigns through rigorous, hypothesis-driven A/B testing to meet business goals
- Work cross-functionally with label teams and UMG Central resources to build audiences and activate on them
- Drive segmentation, targeting, personalization and relevancy tactics to improve engagement and conversion across owned marketing channels (email - batch, trigger, journeys, push, social, and SMS) and support multi-channel orchestration
- Serve as analytics lead by formalizing testing best practices across various channels and providing thought leadership around fan-centric insights that go beyond the “what” and tap into the “why” and “so what”
- Own a learning agenda; continuously test, learn and iterate on our lifecycle strategy and identify the best performing content and messages across audiences and fan stages
- Be an authority on copy and design, leveraging data to drive fan engagement, loyalty and lifetime value
- Contribute meaningful reports and analyses; translate analytical findings into clear, easily understandable, actionable insights that drive strong business strategy
- 5+ years of experience in CRM or Audience Development with an emphasis on digital marketing channels, including full ownership ranging from strategy to execution
- Knowledge of basic email & SMS marketing rules & regulations
- Data-driven individual with the ability to dig into large sets of data to interpret findings, analyze trends, recognize anomalies and build testing plans based on data
- Extensive experience designing tests across multiple media channels to assure interpretable and actionable results and overseeing complex executions
- Exceptional attention to detail and hands on experience overseeing both the strategy and execution of advanced email and CRM campaigns
- Experience managing consumer facing email and mobile programs required, including setting up and using email/marketing automation platforms
- Exceptional written and verbal communication skills and is at ease communicating across teams and different levels within a large organization
- Must have a 'can do' attitude with an entrepreneurial mindset and be comfortable working in a dynamic, unstructured environment on complex projects
- Expertise in customer segmentation, and have a solid understanding of test design, measurement and analysis
- Experience in Adobe Suite (Photoshop, Illustrator, Dreamweaver, InDesign)
- Adept in strategic thinking & analytics with a passion for innovation and creative problem solving
- Strong analytical skills (particularly with Excel / Google Sheets, Google Analytics, DOMO) and the ability to leverage data for insights and action
- High impact leadership skills, including setting a clear vision and strategy, motivating and coaching others, driving urgency and results
- Previous work experience in the music industry