Paid Media D2C Specialist at Universal Music Group

New York, New York, United States

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Not SpecifiedCompensation

Mid-level (3 to 4 years)Experience Level

Full TimeJob Type

UnknownVisa

Music, EntertainmentIndustries

Requirements

Bachelor's degree, preferably with a concentration in advertising, marketing, business administration, or communications
3+ years media-related/agency experience and media planning/buying; traditional media buying (TV, Radio, Print & OOH) and retail or entertainment industry experience a big plus
Highly knowledgeable on all digital advertising outlets including paid search, social, programmatic, display, video, mobile as well as emerging media and new technology platforms
Experience with retail and direct-to-consumer brands and building full-funnel campaigns with a particular focus on performance marketing
Confidence in written and verbal communication skills in client-facing environment
Experience buying through Facebook, Google AdWords, TikTok, Twitter, Snapchat and other DSPs
Understanding of Google Merchant Center, Google Tag Manager, Facebook Catalog Manager, TikTok Catalog Manager, and Shopify
Proficiency in Keynote, Word, Excel, PowerPoint, and Canva with ability to build compelling reports detailing campaign successes, ROI and learnings
Experience with DoubleClick, Google Analytics, Looker Studio, Linkfire, Meltwater, Chart Metric, Social Media Sound Analytics platforms, Big Query, Datorama, etc
Experience driving eCommerce revenue growth and online lead generation with paid media
Passionate music fan with insight into different music fandoms, how fans engage/interact online, CRM tactics, audience building/lead-gen strategy (huge plus)
Experience with a customer data platform considered an asset

Responsibilities

Setup and customize full funnel paid media campaigns across a variety of channels (social, google, programmatic etc)
Experience building ad reports for various levels of the business, including senior executive stakeholders
Identify target audiences and analyze their characteristics, behaviors, and media habits
Build custom audiences and data sets for every artist campaign, targeting DSPs, audience growth KPIs, etc
Able to think critically and understand trends/customized audience targeting tactics. No cookie-cutter strategy
Manage and track approved media budgets for 100+ campaigns every quarter, with 6-7 figure amounts
Research trends, innovations, and changes that affect media buying, while always staying in “beta mode” to constantly evolve and test new tactics (aka “R&D”)
Implement test initiatives and report findings in clear/concise manner
Understand pixel implementation on websites for data collection and conversion tracking, and help build new infrastructure that ties into audience measurement
Understand the full marketing/advertising funnel and how to work across all areas

Skills

Paid Search

Social Ads

Programmatic

Display Ads

Video Ads

Mobile Ads

Performance Marketing

Full-Funnel Campaigns

Ad Reporting

Customer Data Platform

DSP Targeting

Audience Analysis

Custom Audiences

Universal Music Group

Global music recording, publishing, and distribution

About Universal Music Group

Universal Music Group (UMG) operates as a major player in the global music industry, engaging in recording, publishing, and distribution across over 60 countries. The company works with a wide range of clients, from famous artists like Elton John and Taylor Swift to new and independent musicians. UMG's operations include selling physical and digital music, streaming services, licensing music for various media, and organizing live performances. The company signs artists to contracts, produces their music, and manages their publishing rights, while also offering marketing and promotional services to help artists expand their reach. UMG generates revenue through multiple channels, including music sales, streaming subscriptions, licensing fees, live performances, and merchandise. This diverse approach allows UMG to maintain its leadership position in the music market by providing comprehensive support to artists and capitalizing on various revenue opportunities.

Santa Monica, CaliforniaHeadquarters

1934Year Founded

$3,890.9MTotal Funding

IPOCompany Stage

Consumer Goods, EntertainmentIndustries

10,001+Employees

Benefits

Competitive Salary

401k

Flexible PTO

Medical, dental, visiion insurance

Student Loan Repayment Assistance & Tuition Reimbursement

Well-Being Allowance

Risks

Legal battle with Drake over 'pay-for-play' could harm UMG's reputation.

Downtown Music acquisition may face regulatory scrutiny, delaying expansion plans.

AI partnership with Amazon may not fully address evolving AI content challenges.

Differentiation

UMG leads the music industry with a diverse global presence in 60+ countries.

UMG's artist-centric streaming model enhances engagement and revenue for musicians.

UMG's strategic partnerships, like with Amazon, bolster innovation and content protection.

Upsides

UMG's acquisition of Downtown Music boosts its independent music sector presence.

Partnership with KLAY Vision positions UMG as a leader in AI-driven music innovation.

Collaboration with WPP enhances UMG's marketing capabilities and global reach.

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