Job title: Digital Creative Strategist (Pop)
Responsible to: Senior Digital Creative Strategist
Department: Polydor, Innovation Department
Location of work: 4 Pancras Square, Kings Cross

Music is Universal


It’s the passionate and dedicated team at Universal Music UK who help make us Britain’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

The A Side: A Day in The Life

Polydor is an incredibly hard working and passionate record label. Every staff member lives and breathes what they do and the determination to succeed and deliver for our artists is unrivalled. You would be joining a forward-thinking team that knows the rate of change in the industry and gets ahead of it. We want someone that can come in and deliver amazing campaigns for an incredible roster. We need a team player, great communicator, and positive thinker.

The B Side: Skills & Experience

Be Influential

The Digital Creative Strategist is responsible for developing and engaging fanbases online through effective content. They are tasked with communicating an artist’s identity across all their social channels, and in turn growing their overall audience and engagement.

They will have an assigned roster of artists that lean towards the Pop genre.

This involves

  • Setting the audience growth and engagement strategy for your assigned roster to give each artist consistent momentum from online channels
  • Pitch for editorial placement of your assigned roster to social partners such as TikTok, and work closely with the creators team on developing a strategy for each artist
  • Identify content opportunities with the marketing teams and commission social first content to ensure persistent growth and high engagement across artist touchpoints
  • With the help of the Senior Social Media Manager, work with each artist on your roster to establish their online tone and tell their story through social channels
  • Fuel growth of our singles & artist brands via creative influencer and creator partnerships
  • Report social growth and engagement to the label across assigned roster regularly to the label across all relevant metrics (social, CRM, video consumption etc) and know the audience profile of each of our fanbases
  • Provide context at every turn

Be Digital

Responsible for every online touchpoint for an artist and digital hygiene across socials and the web

This includes:

eCRM – direct to fan communications

  • Developing strategy for data capture and audience engagement across email databases, SMS, online communities, or other owned data channels and making audience appropriate decisions as to what to prioritise
  • Scheduling & Building email templates
  • Briefing builds and sends for email HTML to internal and external resource
  • Analysing results and feedback for future campaigns
  • Ensuring we’re capturing data at all opportunities, particularly working with contacts in the live sector
  • Seeing data capture initiatives through from ideation to completion, which includes fulfilling competitions, coordinating terms and conditions, and measuring effectiveness

Commercial focus

  • Conceiving and briefing initiatives to drive followers across streaming services, including YouTube subscribers, Spotify followers, Apple Music Pre-adds and more
  • Drive e-commerce success through social media and websites
  • Maintain artist owned playlists across major streaming services
  • Optimise YouTube to ensure peak visibility and performance of our videos

Websites and Tech

  • Oversee the creation of websites, working with internal templates and external agencies
  • Brief and oversee splash page creation for key campaign moments
  • Maintain artist websites
  • Tracked link management
  • Keep informed of the latest opportunities in tech and apply new opportunities to your campaigns
  • Use consumer data and research to identify new opportunities and communicate to the marketing and promotions teams
  • Understand how different audiences engage online and devise audience appropriate digital engagement initiatives

Be Social Media Savvy

  • Help produce content days
  • Create assets and tools which are cut through the noise online
  • Mentor artists on best practices and uses of social media
  • Identify influencer opportunities and partnerships
  • Engage with audience appropriate influencers to help grow our artists fanbases
  • Read social media data and understand what success looks like in a social space
  • Work with the Senior Social Media Manager and Head of Audience to recruit and manage external social media resource across your roster (agencies/freelancers) when needed
  • Feedback on social media plans
  • Feedback on regular reports
  • Be their key label contact for all things on the project
  • Collaborate on content opportunities


Be Strategic


  • Build and maintain relationships across the industry with social networks, digital agencies, podcasts, influencers, and anyone else that will help us build audiences for our artists
  • Work closely alongside the Streaming & Commerce team to manage relationships with YouTube, Soundcloud and other DSPs where necessary
  • Integrate new digital deals/partnerships into marketing and promotional planning
  • Commission bespoke content and tools for third party placement, particularly across social networks but possibly wider placement
  • Understand and police the Universal Content Guidelines and educate artist / management on implementation
  • Negotiate added media value around exclusive content
  • Work with the Polydor promotions department to exploit every promo opportunity to its full potential online, particularly around TV and radio appearances

Be collaborative

  • Work with the commercial team to help ensure a consistent dialogue across the label in order to maintain a digital approach
  • Work with the creative team and media planner to ensure consistency and amplification throughout all artist campaigns

Be A Team Player

  • Promote basic audience engagement and growth principles in all functions
  • Collaborate with Marketing, Promo, Creative, Commercial, A&R and your audience team colleagues to fully deliver on an artist vision

Person Specification

  • A technically astute individual who has experience of working in digital marketing in entertainment (ideally within Music Industry)
  • Passionate about music, data and the digital landscape
  • Experience in teams delivering multiple fan and partner activations
  • Knowledge of eCRM best practice and how to grow and nurture email databases
  • Ability to network and build relationships across digital partners and social networks. Existing relationships extremely desirable
  • Highly organised with the ability to keep calm under pressure
  • Excellent verbal and written communication skills with the ability to deal with people at all levels within the business
  • Flexible and able to prioritise own workload
  • Tactful and diplomatic, especially when dealing with Artists and Management
  • Software experience with Photoshop, HTML editors such as Dreamweaver, video editing software such as Premiere, excel/Google sheets
  • Wordpress experience a bonus
  • Interest in pursuing a career in digital marketing a must
  • Knowledge of how to get a website live
  • HTML & CSS skills
  • Influencer marketing knowledge
  • Passion for GENRE music desired

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 available
  • Holiday Purchase scheme
  • Dental and Travel Insurance options
  • Cycle to Work Scheme
  • Salary Sacrifice Cars
  • Subsidised Gym Membership
  • Employee Discounts (Reward Gateway)

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.


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