Manager, eCommerce Marketing

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Manager, eCommerce Marketing

manager · Marketing

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, it’s a way to develop and further articulate their brand. For fans, it’s another pathway to connecting with an artist and the culture they represent. 

The Manager, Site Marketing turns traffic, campaign demand, product priorities, and artist moments into high-impact storefront strategies that drive conversion, sell-through, fan engagement, and revenue growth. This role owns the non-creative site strategy across merchandising, product placement, promotional planning, campaign destinations, homepage, and collection strategy, PDP optimization, key shopping moments, and alignment with CRM, paid media, and other acquisition channels. 

Core responsibilities of this role include: 

•  Lead on-site marketing programming across the sites, including promotions, to achieve store revenue and conversion goals. 
•  Optimize fan journeys from traffic source to product discovery, storytelling, offer, and purchase. 
• Align cross-channel execution with paid media, email, CRM, social, label, and artist teams. 
• Merchandise and prioritize products, collections, campaigns, and offers on the storefront to drive engagement, conversion, and revenue. 
• Identify opportunities to improve site performance through testing, merchandising adjustments, landing page optimization, offer strategy, and improved shopping paths. 
• Translate artist priorities, label needs, inventory considerations, product performance, and commercial goals into an actionable site plan. 

This role requires a strategic, commercially minded, highly collaborative manager who can balance long-term planning with fast-moving priorities. The ideal candidate understands how fans shop, how campaigns translate across ecommerce storefronts, and how product performance should inform merchandising, promotional, and customer journey decisions. They should be comfortable leading workstreams, making clear recommendations, building alignment across cross-functional partners, and bringing structure, judgment, and momentum to a high-volume environment. 

How you'll CREATE: 
 
Site Marketing Strategy & Commercial Planning 

• Own site marketing strategy for a portfolio of artist stores, ensuring storefront activity aligns to commercial priorities, artist moments, fan demand, and revenue goals. 
• Build and manage site marketing calendars that coordinate releases, product drops, promotions, tour moments, seasonal opportunities, CRM pushes, paid media campaigns, and evergreen selling periods. 
• Prioritize the highest-value opportunities across stores and campaigns, balancing business impact, artist priorities, product performance, traffic drivers, and operational feasibility. 
• Translate campaign demand, product priorities, and artist moments into clear storefront plans that define what should show up, where it should appear, when it should launch, and how it should support conversion. 
• Lead planning conversations with cross-functional partners to ensure site strategy is proactive, commercially grounded, and clearly connected to broader marketing and revenue goals. 

 
On-Site Campaigns, Promotions & Merchandising 

• Lead planning and execution of on-site marketing campaigns that support new releases, product launches, catalog moments, artist exclusives, preorders, restocks, tour activity, limited-edition drops, and seasonal moments. 
• Own merchandising recommendations across homepages, collections, product pages, campaign destinations, navigation paths, cart moments, and other key storefront placements. 
• Determine how products, collections, campaigns, and offers are surfaced, sequenced, and prioritized to improve product discovery, fan engagement, conversion, average order value, and sell-through. 
• Develop promotional strategies across sitewide and artist-specific moments, including offer placement, messaging, landing page strategy, timing, and coordination with CRM, paid media, and other marketing channels. 
• Use proven ecommerce levers such as discounts, bundles, free shipping, gift-with-purchase, exclusives, presale access, urgency messaging, and limited-time moments to support demand capture and conversion. 
• Ensure storefront plans reflect artist brand, campaign strategy, customer needs, and commercial opportunity while making it easy for fans to discover and purchase priority products. 

 
Fan Journey & Storefront Optimization  

• Shape customer journeys from traffic source to product discovery, storytelling, offer, purchase, and repeat engagement. 
• Develop landing page and campaign destination strategies, including product hierarchy, content flow, collection logic, module placement, CTA strategy, and shopping paths. 
• Identify opportunities to improve site flow, content clarity, product visibility, merchandising logic, and conversion paths across priority stores and campaigns. 
• Partner with CRM, paid media, and label marketing teams to ensure traffic-driving efforts connect to the right site destinations, messaging, products, and commercial priorities. 
• Recommend updates before, during, and after key campaigns based on fan behavior, business performance, and real-time opportunities. 

 
Performance, Insights & Optimization 

• Monitor store, campaign, product, and customer journey performance to identify opportunities to improve conversion, sell-through, average order value, engagement, and revenue. 
• Partner with Insights and other Commercial teams to understand product trends, inventory opportunities, pricing sensitivity, conversion behavior, and underperforming SKUs. 
• Translate performance insights into actionable site marketing recommendations, including merchandising updates, campaign pivots, promotional tests, product recirculation, landing page adjustments, and shopping path improvements. 
• Develop clear readouts and next-step recommendations that connect site performance to commercial outcomes. 
• Support testing opportunities across promotional mechanics, merchandising approaches, landing page structures, product sequencing, content placement, and conversion paths. 

 
Cross-Functional Leadership & Stakeholder Alignment 

• Act as a strategic connector across Commercial, CRM, Paid Media, Creative, Product Performance, Analytics, Operations, labels, artist teams, and storefront/site partners. 
• Ensure campaigns are aligned across site strategy, traffic-driving channels, product priorities, promotional timing, creative needs, messaging, and business goals. 
• Lead cross-functional planning conversations, bringing clarity to priorities, timelines, dependencies, owners, and next steps. 
• Proactively surface risks, blockers, tradeoffs, and opportunities, while helping teams move toward practical, commercially sound decisions. 
• Build trust with partners by communicating clearly, following through consistently, and balancing strategic thinking with operational discipline. 

 
Manager-Level Ownership & Judgement 

• Bring structure, prioritization, and momentum to a high-volume, fast-moving environment with multiple stores, campaigns, stakeholders, and competing priorities. 
• Make informed recommendations with confidence, using commercial context, customer behavior, product performance, and business goals to guide decisions. 
• Exercise strong judgment when balancing artist needs, revenue opportunities, customer clarity, operational realities, and timing considerations. 
• Build alignment with cross-functional partners, using clear rationale, data, and strong relationship-building. 
• Anticipate needs before they become blockers and help create a more proactive, strategic, and performance-focused site marketing function. 
• Operate with ownership, accountability, curiosity, and a solutions-oriented mindset, while remaining adaptable as priorities evolve. 

Bring your VIBE: 

• 5+ years of experience in site/D2C marketing, ecommerce, digital marketing, site merchandising, campaign marketing, promotional strategy, or a related field. 
• Strong understanding of ecommerce strategy, storefront merchandising, promotional planning, customer journeys, conversion optimization, and performance-driven growth. 
• Proven ability to translate commercial priorities, campaign goals, product performance, and customer behavior into clear site marketing strategies and actionable plans. 
• Experience managing multiple campaigns, calendars, launches, priorities, and stakeholders in a fast-moving ecommerce or digital environment. 
• Comfortable using performance data to identify insights, make recommendations, influence decisions, and optimize campaigns before, during, and after launch. 
• Strong written and verbal communication skills, with the ability to turn complex inputs into clear briefs, recaps, recommendations, and next steps. 
• Excellent judgment and prioritization skills, especially when balancing artist needs, revenue opportunities, customer clarity, operational constraints, and competing deadlines. 
• Highly organized, detail-oriented, and accountable, with strong follow-through and the ability to keep workstreams moving without constant direction. 
• Confident leading cross-functional conversations, aligning stakeholders, and creating clarity around priorities, timing, dependencies, and ownership. 
• Strong relationship-builder who can earn trust across teams, influence without authority, and bring partners along through clear rationale and collaborative problem-solving. 
• Proactive and solutions-oriented, with the ability to anticipate risks, surface tradeoffs, and recommend practical paths forward. 
• Curious about fan behavior, artist culture, digital commerce, and how storefronts can deepen the fan-to-artist connection while driving measurable business results. 
• Strong instincts as an online shopper and a clear point of view on what makes a storefront compelling, easy to shop, and commercially effective. 
• Balanced leadership style with confidence, humility, adaptability, and a no-ego approach to collaboration. 
• Familiarity with email/CRM, paid media, social commerce, affiliate, or other acquisition channels. 
• Experience with site merchandising, CMS tools, landing page strategy, PDP optimization, cart strategy, or frontend QA. 

 
A plus, but not required: 

• Experience in music, entertainment, fashion, streetwear, consumer products, artist merchandising, or fan commerce. 
• Experience with Shopify or similar ecommerce platforms. 
• Understanding of UX principles, consumer behavior, analytics, A/B testing, or conversion rate optimization. 
• Project management experience or experience leading complex workstreams across multiple teams. 
   

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

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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.