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Audience & Marketing Lead
Marketing
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.
About Fontana
Fontana’s iconic logo has, for a long time, signalled excellence, adventure, openness and optimism. Known for shaping some of the most influential sounds across jazz, pop, soul, folk and alternative music, the label was relaunched in 2025 under Universal Music UK as a space for culture-shaping artists.
Fontana is home to a diverse and global roster including Jordan Rakei, Jacob Collier, AURORA, Victor Ray, The Teskey Brothers and TOMORA, alongside international releases from Blue Note, Verve and Impulse.
We pride ourselves on building long term careers for our artists, with artist development sitting at the centre of everything we do. We value curiosity, ambition and a willingness to challenge convention, creating an environment where new ideas can move quickly and have real impact.
As Fontana enters this new chapter in the UK, we are creating a label shaped by a belief that the most exciting work happens when people are given the freedom to do things differently.
The Role
As Audience Lead, you will own the development of long-term audience strategies for a roster of artists, focusing on sustainable fan growth, meaningful engagement, and innovative digital experiences.
You’ll work side by side with multiple teams — from Artist & Management to Marketing, A&R, Creative and Content and Direct-to-Fan — to ensure every fan touchpoint on your campaigns is intentional, connected, and impactful.
Alongside leading on key artist projects, you will advise and oversee the label's strategy and audience approach for the wider roster.
Key Responsibilities
Audience Strategy
- Develop and deliver long-term audience growth strategies for artists, extending beyond release cycles into always-on fan development
- Identify and prioritise key audience opportunities, shaping strategies in collaboration with core campaign teams
- Build holistic audience plans across platforms, content, community, and partnerships
- Lead fan engagement strategies around key moments (releases, touring, live activity, cultural moments)
- Work closely with internal Audience functions (Creators, Digital Partnerships, Youth Marketing, Fused) to ensure aligned and impactful execution
Artist Digital & Fan Infrastructure
- Define and oversee social media strategy and channel management, including identifying when to bring in external partners
- Establish and evolve fan communities, including platform selection, tone of voice, and engagement frameworks
- Lead the creation and management of secondary and niche fan pages where relevant
- Design and implement fan engagement infrastructure (mailing lists, CRM touchpoints, direct-to-fan ecosystems, etc.)
- Evaluate and recommend the right digital ecosystem for each artist (websites, platforms like MIRA, stores vs. full sites, etc.)
Campaign Execution (Day-to-Day)
- Review and oversee social content schedules in collaboration with artists, management, and label teams
- Own and manage key digital campaign tools and assets for a set roster including:
- Pre-save strategy, setup, and performance reporting
- Advise on deliverables lists for campaign assets and content needs
- Brief and oversee artist website builds and maintenance, including domain strategy and alternative solutions
- Brief and oversee digital-first creative campaigns, ensuring they are audience-led and culturally relevant
- Lead the briefing and development of key visual assets (e.g. banners, campaign toolkits)
- Execute and evolve fan engagement activations
- Deliver reporting and insights, feeding back on content performance, audience growth, and campaign effectiveness
Collaboration & Relationship Building
- Build strong, trusted relationships with artists, managers, and internal label teams
- Act as a key voice in campaign planning, representing the audience perspective
- Maintain clear and consistent communication across all stakeholders
Be an Expert
- Attend gigs, showcases, and industry events to build insight and relationships
- Stay deeply informed on music, digital and cultural trends (Billboard, Music Week, Music Ally, etc.)
- Actively analyse other artist campaigns across the industry, including live and touring
- Engage with and learn from teams across UMG
- Upskill and advise the label on best practice
Be an Innovator
- Proactively identify new platforms, tools, and companies shaping fan engagement
- Use your network to bring new ideas and partnerships into the business
- Experiment with and share learnings from AI tools and emerging technologies
- Continuously seek out learning opportunities (talks, panels, events) and contribute back to the team
- Immerse yourself in fan culture - from mailing lists to niche communities
Attention to Detail
- Maintain high standards of accuracy, organisation, and delivery
- Ensure every element of the fan journey is connected and seamless
- Uphold professionalism in communication and collaboration
- Ensure all assets, links, metadata, and platforms are consistently up to date and optimised
Skills and Experience
Required
- Direct experience of working with artists
- A forward-thinking digital marketer who challenges convention and brings new ideas
- Strong understanding of fan behaviour, online communities, and music culture
- Experience managing multi-channel digital campaigns within music or entertainment
- Confidence working cross-functionally with multiple stakeholders
- A balance of creative thinking and operational execution
- Passion for building fandom, not just driving reach
Desirable
Line Management
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.