Senior Manager or Manager, International 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 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.

Our core values of Authenticity, Boldness, Creativity, Connection, Drive, and Insight are the essence of our people, making UMG a renowned company in the music industry.

We’re looking for someone who lives at the intersection of music, internet culture, fandoms, and creativity. Someone who knows why a TikTok trend blows up before everyone else does. Someone who can turn strategy into stories and campaigns into movements.

This role combines creative marketing, digital strategy, fan engagement, campaign execution, and cultural insight. One day you might be building a TikTok-first campaign for a breakout artist; the next, you’re aligning regional teams across SEA or diving deep into fan behavior and streaming data.

In short: you’ll help music travel further, faster, and louder.

If you eat, sleep, and breathe music, marketing, memes, metrics, and moments — keep reading.

🚀 WHAT YOU’LL DO:

🌎 Regional Artist & Product Marketing

• Lead and execute regional marketing campaigns for international and regional artist releases across Southeast Asia.
• Act as a key communication bridge between global repertoire owners (US, UK, Korea, Japan, Canada, ANZ, Disney, Capitol, Concord, and more) and SEA marketing teams.
• Adapt global marketing strategies into locally relevant campaigns that resonate culturally and authentically across markets.
• Collaborate with local teams to align priorities, timelines, and campaign execution.

💿 Catalog Marketing & Viral Moments

• Develop fresh, culture-driven catalog marketing campaigns for UMG’s legendary international artists.
• Use both “old school” music marketing instincts and “new school” internet culture strategies to reintroduce iconic music to new audiences.
• Identify viral opportunities, anniversaries, tours, trends, memes, and cultural moments — then move quickly to turn them into impactful campaigns.
• Drive campaigns that increase catalog exposure, fan engagement, and revenue growth.

📱 Digital & Social Media Strategy

• Develop innovative digital-first campaigns across TikTok, Instagram, YouTube, Meta, X/Twitter, Spotify, Apple Music, and emerging platforms.
• Stay ahead of trends, fan behaviors, viral moments, and platform shifts — before everyone else does.
• Build creator, influencer, and community-led strategies that spark engagement and fandom growth.
• Create and oversee content plans with strong understanding of platform nuances, storytelling, and fan culture.
• Partner with Digital Marketing and Commercial teams to maximize reach, engagement, and streaming performance.

📊 Performance Marketing & Audience Insights

• Manage and optimize paid campaigns across Google, Meta, TikTok, and other digital platforms.
• Analyze campaign performance, streaming data, social engagement, and market insights to identify opportunities and best practices.
• Translate data into actionable recommendations and compelling storytelling.
• Share learnings, benchmarks, and innovative ideas across regional teams.

🔥 WHO YOU ARE:

• 7+ years of digital marketing experience, ideally across multi-market or regional campaigns.
• Strong understanding of digital marketing, social media, paid media, and fan engagement strategies.
• Experience managing regional or multi-market campaigns.
• Deep knowledge of pop & internet culture, streaming platforms, and fan communities.
• Strong communication, storytelling, and presentation skills.
• Excellent organization and project management abilities.
• A self-starter mindset with the ability to thrive independently and collaboratively.
• Experience working with partners such as Spotify, Apple, TikTok, Instagram, and YouTube.

🌟 WHY THIS ROLE ROCKS:

You’ll help shape artist careers, revive iconic catalogs, create campaigns fans obsess over, and influence how music lives online across Southeast Asia.

You’ll work alongside passionate teams across the globe, collaborate with some of the biggest names in music, and help create cultural moments that travel beyond playlists and platforms.

At UMG, creativity meets strategy, fandom meets innovation, and bold ideas become movements.

So if you’re ready to create culture — not just content — we want to hear from you.

🎶 Turn the volume up. Let’s make the world listen.

Interested? Please follow the link to submit your application today!
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.