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 social analytics and Google Sheets or Excel and can translate data into strategic recommendations.

• You’re highly organized and keep multiple priorities moving.

• You’re collaborative, but don’t wait for a brief to bring ideas and turn them into action.

• You’re based in the NYC area and plugged into music, emerging artists, and culture.

Why CD Baby:

Independent artists have more ways than ever to release music—and more responsibility for what happens after release day. CD Baby is building for artists who take that opportunity seriously.

For nearly three decades, CD Baby has helped independent artists bring their music to the world. Now, as part of Virgin Music Group and Universal Music Group, we’re building on that history for the next generation.

This role will help define how that next chapter sounds, feels, and shows up every day.

Perks Playlist:

Join an entrepreneurial, global organization where authenticity, boldness, creativity, connection, drive, and insight aren’t just values—they’re how we work every day. Here are some of the ways we support you along the way (and just a few of the benefits we offer):

• Comprehensive medical, dental, and vision coverage

• Including 100% coverage for out-patient in-network mental health services

• Fertility coverage for eligible medical plan participants

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

• Student Loan Repayment Assistance and Tuition Reimbursement

• 401(k) with 100% immediate vesting on the first 5% of your contributions, plus an additional UMG contribution

A 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.

Please note, UMG is not enrolled in E-Verify in California and New York, and cannot support employment of candidates whose employer must enroll in E-Verify, for example candidates on STEM-OPT.

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:

Salary Range:

The actual base salary offered depends on a variety of factors, which may include, as applicable, the qualifications of the individual applicant for the position, years of relevant experience, specific and unique skills, level of education attained, certifications or other professional licenses held, and the location in which the applicant lives and/or from which they will be performing the job.  All candidates are encouraged to apply.