Audience Marketing Lead, Fontana

Music is Universal

Its the passionate and dedicated team at Universal Music who help make us the worlds 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

About Fontana

Fontanas iconic logo has for a long time signalled excellence adventureopennessand 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 NoteVerveand 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 curiosityambitionand a willingness to challenge convention creating an environment wherenew ideascan 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.

Youll 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 labels 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)

• Own and manage key digital campaign tools and assetsfor a set rosterincluding:
• Pre-save strategy setup and performance reporting

• 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

• 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

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

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 jobholders 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.