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:
CD Baby is looking for a Social Media Manager to lead our organic social presence as one of the most useful and relevant voices for self-releasing artists.
Our audience spans from artists releasing for the first time to experienced musicians building independent careers. What connects them is their intent: they care about their craft, want to grow, and take their careers seriously. You’ll help them navigate the business of music, make informed decisions, and find tools and opportunities to move their careers forward.
This is a hands-on role spanning strategy, content creation, community engagement, and performance. You’ll turn business priorities and audience needs into a clear social plan, and own its execution.
We’re looking for someone who understands both social and artists: what they care about, what they struggle with, and what earns their attention.
How you'll CREATE:
Own Social Strategy & Growth:
Lead organic social strategy across Instagram, TikTok, YouTube, LinkedIn, Reddit, and emerging platforms.
Build a prioritized roadmap grounded in audience needs, with clear channel strategies and KPIs tied to artist acquisition and brand authority.
Stay close to artist conversations—from release strategy and fan growth to royalties, promotion, touring, and industry shifts.
Evaluate trends and cultural moments for artist relevance and business opportunity.
Build a distinctive mix of timely content, recurring series, artist stories, education, and entertainment.
Create Great Content:
Own the calendar from idea through publication, coordinating production, stakeholder input, approvals, and deadlines.
Concept, write, shoot, edit, and publish platform-native content, especially short-form video.
Turn artist challenges and complex topics – from royalties to music marketing – into clear, credible, useful content that reflects CD Baby’s expertise.
Develop strong hooks and formats that give artists a reason to follow our socials.
Build Artist Community:
Lead daily engagement across comments, DMs, mentions, and relevant conversations.
Use community insights to shape content and identify opportunities to support and spotlight artists.
Build a distinct CD Baby voice that is knowledgeable, approachable, direct, and human.
Exercise editorial judgment about when to educate, celebrate, take a point of view, or join the conversation.
Use Social to Drive Growth:
Define channel-specific KPIs for audience growth, engagement, traffic, artist acquisition, and conversion.
Own reporting and analysis, translating insights into recommendations for content, channel strategy, and campaigns.
Test formats, messaging, talent, and CTAs; apply learnings and scale what works.
Partner with marketing to connect social goals to broader business priorities.
Track competitors, platform shifts, creator trends, and music culture to inform strategy.
Bring your VIBE:
You bring 5+ years of relevant experience, ideally in music, entertainment, creator platforms, or a community-driven business.
You’ve independently owned organic social strategy and execution, with measurable results.
You understand creating content for musicians versus marketing to musicians.
You know social platforms and internet culture, with strong creative and editorial judgment.
You’re hands-on with short-form video, from concept through shooting and editing.
You write clearly, with a strong voice, making complex subjects engaging and useful.
You’re proficient in…