Senior Manager, Digital Storytelling and Communications

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 own and operate a broad array of businesses engaged in recorded music, music publishing, merchandising, and audiovisual content in more than 60 countries. 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.
 

How We LEAD:

MCA is seeking a creative, strategic, and culturally fluent Senior Manager, Digital Storytelling and Communications to join our Publicity Team. This role sits squarely within PR — focused on leveraging non-traditional press avenues and digital-first storytelling formats to build culturally relevant moments that elevate our artists.

We’re looking for someone who understands the evolving media landscape and knows how to turn emerging social voices, viral cultural moments, and digital storytelling formats into press-worthy narratives, earned media opportunities, and news-breaking moments.

This is not an influencer-marketing role or a paid social role — this is publicity through a digital lens.

How You'll CREATE:

Develop PR-led digital storytelling moments that extend beyond traditional media — including social-first stunts, cultural hooks, unexpected digital narratives, and real-time PR opportunities.

• Identify emerging digital voices (e.g., social storytellers, viral personalities with media relevance, unconventional interviewers, digital journalists) who provide unique earned-media value for artists.
• Monitor cultural trends and internet conversations to anticipate rapid-fire PR moments that can be shaped into media stories.
• Pitch and secure non-traditional press across digital platforms: social-native publications, personality-driven interview formats, streaming talk series, short-form digital shows, and unconventional media channels.
• Partner with MCA PR, Digital Marketing, and Artist Teams to ensure all digital-first PR moments align with release strategy, narrative goals, and artist voice.
• Develop digital-forward press strategies around releases, tours, activations, and cultural tentpoles.
• Analyze impact and performance of non-traditional PR moments to guide future strategy.
• Build relationships with non-traditional media personalities — think podcasters, digital hosts, social interviewers, viral commentators, culture explainers, etc.
   

Bring Your VIBE:

• A PR-minded strategist with 3–7+ years in publicity, digital communications, cultural PR, or digital-first media.
• Comfortable in the world of internet culture — but always approaching it from an earned-media, newsworthiness, and narrative-building perspective.
• Able to identify which online voices actually influence press cycles (not influencers who are purely creator-economy).
• A strong writer and storyteller who knows how to shape cultural sparks into compelling pitches.
• Experienced working cross-functionally and moving quickly in a fast-paced label environment.
• Passionate about elevating artists through unexpected placements that build visibility and cultural relevance.
   

Qualifications

• 3–7+ years in PR, digital communications, media strategy, or a related field.
• Strong understanding of digital journalism, emerging media platforms, and social-native storytelling formats.
• Proven track record of securing non-traditional press or shaping digital cultural moments into earned media.
• Excellent writing, communication, and project management skills.
• Music industry experience is a plus, but not essential.
   

What This Role Creates

This role helps MCA redefine what modern music publicity looks like in a world where culture breaks first online. It turns:

• Digital cultural moments into earned media wins
• Viral personalities into press allies (not paid partnerships)
• Social storytelling into news-driving PR opportunities
• Online conversations into narratives that impact the industry

Perks Playlist:

• Be part of an entrepreneurial, global organization that values authenticity, drive, creativity, relationships, and a competitive spirit

• Comprehensive medical, dental, vision, and FSA options, as well as:

  • 100% coverage for out-patient mental health services

  • Wellbeing reimbursements for fitness classes, spa treatments, meal services, travel, and so much more (up to $720/year)

  • A lifetime fertility support allowance of $30,000 to plan participants

  • Student Loan Repayment Assistance and Tuition Reimbursement

  • 100% immediately vested 401(k) match on the first 5% of your contribution on eligible compensation

• Variety of ways to prioritize much-needed time away from work including:

  • Flexible Paid Time Off (PTO) for exempt employees

  • 3-weeks PTO for non-exempt employees

  • 2-weeks paid Winter Break

  • 10 Company Holidays (including Juneteenth and Wellbeing Day)

  • Summer Fridays (between Memorial Day and Labor Day)

  • Generous paid parental leave for every type of parent

Check out our full overview of benefits on the Perks Playlist page of the career site.

Disclaimer: This job description only provides an overview of job responsibilities that are subject to change.

Universal Music Group is an Equal Opportunity Employer

We are an E-Verify employer in Alabama, Arizona, Georgia, Mississippi, North Carolina, South Carolina, Tennessee, and Utah.

For more information, please click on the following links.

E-Verify Participation Poster: English / Spanish

E-Verify Right to Work Poster: English | Spanish

Job Category:

Public Relations, Communications, Publicity & Artist Relations