Senior Audience & Fandom Manager – London, N1C 4AG

Department

The Role

As Senior Audience & Fandom Manager, you will lead 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 Direct-to-Fan — to ensure every fan touchpoint is intentional, connected, and impactful.

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)

• Own and manage key digital campaign tools and assets, including:

• Linkfire creation, optimisation, and maintenance

• Pre-save strategy, setup, and performance reporting

• Review and approve social content schedules in collaboration with artists, management, and label teams

• Create deliverables lists for campaign assets and content needs

• 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

• Act as a central point for campaign communication, sharing updates across teams

• Deliver reporting and insights, feeding back on content performance, audience growth, and campaign effectiveness

• Brief and oversee artist website builds and maintenance, including domain strategy and alternative solutions

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

Skills and Experience Required

• 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

Be an Expert

• 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

• Attend gigs, showcases, and industry events to build insight and relationships

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

Bonus Tracks: Your Benefits

• Group Personal Pension Scheme (between 3% and 9%)

• Private Medical Insurance

• 25 paid days of annual leave

• Interest Free Season Ticket Loan

• Holiday Purchase scheme

• Dental and Travel Insurance options

• Cycle to Work Scheme

• Salary Sacrifice Cars

• Subsidised Gym Membership

• Employee Discounts (Reward Gateway)