Manager, eCommerce Marketing

About this role

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.   Famehouse, a division of UMG, is the preeminent leader in D2C solutions in music, defining & delivering the industry’s best-in-class service to connect artists with their fans. Established & headquartered in Philly, Famehouse powers D2C for UMG’s labels, artists, and Bravado, along with a select roster of 3rd party clients. Our success & culture is fueled by collaboration—both within FH and with our partners. We are passionate about the impact of D2C & merchandise for artists, providing a full-service solution to grow an artist’s owned business including strategy, creative, storefront merchandising, fulfillment, customer service, technology, and more.    How we LEAD: 

Merchandise and commerce are part of the fabric of music culture. For artists, it’s a way to develop and further articulate their brand. For fans, it’s another pathway to connecting with an artist and the culture they represent. 

The Manager, Site Marketing turns traffic, campaign demand, product priorities, and artist moments into high-impact storefront strategies that drive conversion, sell-through, fan engagement, and revenue growth. This role owns the non-creative site strategy across merchandising, product placement, promotional planning, campaign destinations, homepage, and collection strategy, PDP optimization, key shopping moments, and alignment with CRM, paid media, and other acquisition channels. 

Core responsibilities of this role include:  •  Lead on-site marketing programming across the sites, including promotions, to achieve store revenue and conversion goals.  •  Optimize fan journeys from traffic source to product discovery, storytelling, offer, and purchase.  • Align cross-channel execution with paid media, email, CRM, social, label, and artist teams.  • Merchandise and prioritize products, collections, campaigns, and offers on the storefront to drive engagement, conversion, and revenue.  • Identify opportunities to improve site performance through testing, merchandising adjustments, landing page optimization, offer strategy, and improved shopping paths.  • Translate artist priorities, label needs, inventory considerations, product performance, and commercial goals into an actionable site plan. 

This role requires a strategic, commercially minded, highly collaborative manager who can balance long-term planning with fast-moving priorities. The ideal candidate understands how fans shop, how campaigns translate across ecommerce storefronts, and how product performance should inform merchandising, promotional, and customer journey decisions. They should be comfortable leading workstreams, making clear recommendations, building alignment across cross-functional partners, and bringing structure, judgment, and momentum to a high-volume environment. 

How you'll CREATE:    Site Marketing Strategy & Commercial Planning  • Own site marketing strategy for a portfolio of artist stores, ensuring storefront activity aligns to commercial priorities, artist moments, fan demand, and revenue goals.  • Build and manage site marketing calendars that coordinate releases, product drops, promotions, tour moments, seasonal opportunities, CRM pushes, paid media campaigns, and evergreen selling periods.  • Prioritize the highest-value opportunities across stores and campaigns, balancing business impact, artist priorities, product performance, traffic drivers, and operational feasibility.  • Translate campaign demand, product priorities, and artist moments into clear storefront plans that define what should show up, where it should appear, when it should launch, and how it should support conversion.  • Lead planning conversations with cross-functional partners to ensure site strategy is proactive, commercially grounded, and clearly connected to broader marketing and revenue goals. 

  On-Site Campaigns, Promotions & Merchandising  • Lead planning and execution of on-site marketing campaigns that support new releases, product launches, catalog moments, artist exclusives, preorders, restocks, tour activity, limited-edition drops, and seasonal moments.  • Own merchandising recommendations across homepages, collections, product pages, campaign destinations, navigation paths, cart moments, and other key storefront placements.  • Determine how products, collections, campaigns, and offers are surfaced, sequenced, and prioritized to improve product discovery, fan engagement, conversion, average order value, and sell-through.  • Develop promotional strategies across sitewide and artist-specific moments, including offer placement, messaging, landing page strategy, timing, and coordination with CRM, paid media, and other marketing channels.  • Use proven ecommerce levers such as discounts, bundles, free shipping, gift-with-purchase, exclusives, presale access, urgency messaging, and limited-time moments to support demand capture and conversion.  • Ensure storefront plans reflect artist brand, campaign strategy, customer needs, and commercial opportunity while making it easy for fans to discover and purchase priority products. 

  Fan Journey & Storefront Optimization   • Shape customer journeys from traffic source to product discovery, storytelling, offer, purchase, and repeat engagement.  • Develop landing page and campaign destination strategies, including product hierarchy, content flow, collection logic, module placement, CTA strategy, and shopping paths.  • Identify opportunities to improve site flow, content c

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