Associate Manager, Artist Insights

Universal Music Canada is Canada's leading music company, engaged in recorded music, music publishing, merchandising, and audiovisual content. Home to the most comprehensive catalogue of recordings and songs across every musical genre, UMC is committed to artistry, innovation and entrepreneurship in broadening opportunities for our artists on both the domestic and world stages as well as creating new experiences for fans.

Universal Music Canada is part of Universal Music Group, the world leader in music-based entertainment.

We are searching for creative, innovative and passionate people to join our team. If you love music and got excited just thinking about joining this amazing organization, we would love to meet you

Associate Manager, Artist Insights – 12 Month Contract

The UMC team works four days a week from our award-winning creative campus located in Liberty Village, Toronto, and one day to work virtually.

We believe that every great artist deserves insights as powerful as their creativity. Our Insights, Data & Tech team is the engine that powers the decisions behind our artist development strategies.

Reporting to the Vice President, Insights, Data & Technology, we're looking for an Associate Manager, Artist Insights to join our fast-moving, innovative group — someone who thrives on solving puzzles, asking the right questions, and uncovering the story behind the numbers. Think of it as being the Sherlock Holmes of data: using curiosity, logic, and intuition to turn data into powerful narratives that move artists forward.

How You'll Lead :

As the Associate Manager, Artist Insights, you'll transform data into strategy — helping marketing, audience, and commerce teams make smarter decisions that build artist brands and deepen fan relationships. You'll connect dots across platforms, campaigns, and trends, translating data into context, clarity, and action.

Your responsibilities will include:

• Champion data storytelling: Turn complex data into clear, actionable insights that inspire creative marketing decisions and long-term artist growth.

• Monitor trends: Track market shifts, cultural movements, and competitor strategies to anticipate changes in fan behaviour and adjust marketing approaches accordingly.

• Shape artist strategy: Support label teams in defining and tracking artist brand purpose, values, and audience perception through ongoing frameworks and analysis.

• Analyze discovery: Develop insights on how social and UGC platforms (TikTok, Reels, Shorts, Discord, Roblox, etc.) drive early fan engagement and long-term consumption.

• Evaluate performance: Co-lead campaign post-mortems to capture key learnings across discovery, audience development, and streaming outcomes.

• Stay curious: Maintain a POV on where discovery and fandom are headed — scouting new platforms, communities, and digital behaviours that shape music adoption.

• Be the internal data expert: Act as a super user of internal analytics tools (e.g., Tableau, Chartmetric, DSP backends), collaborating with the data team to improve systems and best practices.

• Educate and empower: Help marketing and creative teams get the most out of available data through training, frameworks, and simple tools.

• Drive innovation: Serve as an AI ambassador, exploring how emerging technologies can enhance insight generation and storytelling.

What You Bring:

• 1-3 years of education and/or relevant experience

• A proven ability to translate data into action: not just reporting numbers but shaping strategy. You know how to creatively convey numbers, so they resonate with creative stakeholders. You know people don't make decisions based on numbers, but the story behind the numbers.

• A marketing mindset: understanding how off-platform moments (social, cultural, experiential) influence on-platform results.

• Deep understanding of content, social and UGC platforms (not just TikTok, but also YouTube, Reels, Shorts, Discord, Roblox, etc.) and how they influence music discovery.

• Hands-on experience with analytics and insights tools such as Looker Studio, Chartmetric, DSP backends, or proprietary data platforms.

• Familiarity with SQL and BigQuery is a plus.

• Strong relationship-building skills across teams and functions; you're a collaborator who can bridge creative and analytical worlds.

• Exceptional organizational and prioritization skills in fast-paced environments. You will work on different projects at the same time with sometimes changing and tight deadlines.

• Curiosity, innovation and creativity; you have a genuine interest in how technology, fandom, and storytelling intersect in music. AI does not scare you, you're always looking for ways to find smarter ways to work.

• Proactive approach to work, constantly seeking improvement in all areas.

• Bold, ambitious, creative thinking; an entrepreneurial style and a growth mindset.

• Excellent communication skills anchored by honesty, approachability, and an open mind.

What We Offer:

• Employee Family Assistance Program.

• 2-week paid Winter Break.

• Summer Fridays.

• Employee Ticket Box.

• Music Subscription Reimbursement.

Universal Music Canada is committed to equity, diversity, and inclusion, and strongly welcomes and encourages applications from Indigenous Peoples, people of colour, women, persons with disabilities, people who are 2SLGBTQIA+, and people from other diverse communities. Accommodations are available on request for candidates taking part in all aspects of the selection process.

Job Category:

Data, Analytics & Business Intelligence