Head of Marketing (Shallow Catalogue)
The Head of Marketing (Shallow Catalogue) leads the creative and strategic direction for Atlantic UK’s shallow catalogue, bringing iconic artists and tracks to new audiences and driving meaningful, sustained streaming & physical growth. Reporting to the Marketing Director, Atlantic UK, this role owns the UK‑led strategy for shallow catalogue, working in close partnership with frontline teams to build integrated artist plans that elevate both legacy and current moments. This role requires sharp commercial judgement, deep cultural awareness, and the ability to spot early opportunities across digital platforms and turn them into globally impactful campaigns. The Head of Marketing will guide a growing team, champion innovation, and ensure Atlantic’s catalogue remains culturally relevant, competitive, and creatively ambitious.
Responsibilities
* Strategy & Ownership
o Develop and lead Atlantic UK’s shallow catalogue marketing strategy, setting a clear vision and measurable priorities across artists and campaigns.
o Identify emerging opportunities (platform trends, fan moments, cultural sparks) early and translate them into scalable campaign strategies.
o Build integrated plans in partnership with frontline marketing managers to ensure catalogue activity complements and enhances active frontline cycles.
o Shape creative direction for catalogue campaigns, ensuring older repertoire is reimagined in ways that feel fresh, culturally relevant, and digital‑first.
* Leadership & Team Development
o Lead, mentor, and develop the shallow catalogue marketing team, fostering a culture of creativity, accountability, and pace.
o Provide guidance on campaign planning, problem‑solving, prioritisation, and cross‑team collaboration.
o Champion shallow catalogue internally — educating wider teams, driving alignment, and elevating the visibility and value of catalogue initiatives.
* Campaign Execution & Revenue Growth
o Oversee the design and delivery of UK‑led catalogue campaigns that deliver clear streaming uplift, audience development, and commercial growth.
o Use data insights to guide decision‑making, forecast performance, and refine campaign strategies.
o Manage budgets, ensuring efficient allocation of spend and positive P&L outcomes across projects.
o Collaborate with digital, streaming, A&R admin, creative, commercial, and global teams to deliver best‑in‑class work.
* Insights & Analytics
o Track audience behaviour, platform trends, and campaign performance to inform strategic direction.
o Produce insight‑led reporting that communicates results, learnings, and next‑step recommendations across the business.
o Monitor competitive catalogue activity across labels to identify white‑space opportunities and innovative approaches.
About You
* Extensive experience in music marketing or catalogue management, ideally within a major label or leading independent.
* Demonstrated success leading marketing campaigns that drove measurable streaming uplift and audience growth.
* Proven leadership skills — experience managing, developing, and motivating a team.
* Deep understanding of digital platforms, TikTok culture, streaming dynamics, and how catalogue behaves across them.
* Strong commercial acumen with a track record of managing budgets and driving profitable outcomes.
* Exceptional creative judgement: ability to brief and challenge creative teams, shape compelling ideas, and evolve older repertoire for new audiences.
* Excellent communication and relationship‑building skills, with experience working directly with artists, managers, and senior stakeholders.
* Highly analytical, confident using data insights to inform both creative and commercial decisions.
* Proactive, resourceful, and opportunity‑spotting mindset; able to move quickly when cultural moments emerge.
Minimum Criteria
* Minimum 5–7 years of experience in music marketing, with at least 2–3 years at Manager/Senior Manager level.
* Direct experience leading multi‑platform marketing campaigns with proven streaming growth outcomes.
* Demonstrated ability to work directly with artists and management teams.
* Clear examples of identifying an early trend or moment and turning it into a structured marketing initiative.
* Strong understanding of TikTok, Reels, YouTube Shorts, and emerging platforms as discovery engines for catalogue.
* Experience reading and interpreting streaming and social data independently.
* Evidence of collaboration with frontline or release teams on integrated campaigns.
* Comfort managing budgets, timelines, and cross‑functional stakeholders at a senior level.
EEO Statement
WMG is committed to inclusion and diversity in all aspects of our business. We are proud to be an equal opportunity workplace and will evaluate qualified applicants without regard to race, religion or belief, age, sex, sexual orientation, gender, gender identity or gender reassignment, marital or civil partnership status, disability, pregnancy, childbirth or any other characteristic protected by law.
Seniority Level
Director
Employment Type
Full‑time
Job Function
Marketing and Sales
Industries
Entertainment Providers, Musicians, and Book and Periodical Publishing
Location: London, England, United Kingdom
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