Director, D2C & E-Commerce - New York, 10001, United States of America
Virgin Music Group (VMG), a division of Universal Music Group (UMG), is the global leader in independent label and artist services. With 30+ offices worldwide and an expanding suite of end-to-end solutions, VMG empowers artists and labels with modern, flexible, and data-driven capabilities across the full lifecycle of music and commerce.
This role helps guide and scale VMG Direct , our evolving global D2C and e-commerce service offering. You will utilize VMG’s proprietary workflows, external technology partners, and a unified operational framework to deliver best-in-class, direct-to-fan product experiences across music, merchandise, premium formats, and bespoke offerings.
How We LEAD
Merchandise and commerce remain foundational to music culture. For artists, these formats extend storytelling, deepen identity, and create meaningful revenue streams. For fans, they create tactile moments of connection and community.
VMG is seeking a highly driven Director, D2C & E-Commerce to join our global Product Strategy & Operations organization. The role reports to the Global Head of Product Strategy & Operations (LA-based) and will sit in New York to provide cross-timezone coverage and support for US, UK, and EU stakeholders.
Partnering across VMG's Marketing, Audience, Creative, Supply Chain, Technology, and Commercial teams, you will lead global e-commerce planning and campaign management across a defined roster of VMG labels and artists. You will also coordinate directly between internal stakeholders and our preferred turnkey service platform to ensure cohesive, high-performance D2C execution worldwide.
How You’ll CREATE
Act as the eCommerce Lead for a Portion of the VMG Roster
- Serve as the primary eCommerce partner for assigned artists and labels across VMG and VMG Direct.
- Lead daily collaboration with label marketing, digital, commercial strategy, and creative teams, building trusted relationships at all levels.
- Advise on best-in-class D2C strategies, selling frameworks, merch and music campaign planning, product mix, and lifecycle optimization.
- Engage directly with artist teams to present proposals, refine concepts, and ensure alignment from ideation through execution.
- Coordinate with internal teams and our preferred global solution provider to ensure store activity, merchandise design, production planning, and overall D2C programming reinforce artist-development goals across release and off-cycle moments.
- Champion adoption of core VMG Direct initiatives and platform capabilities.
Drive eCommerce Revenue, Planning & Campaign Execution
- Own store strategy, campaign planning, and long-range (12-month+) D2C roadmaps for the VMG roster.
- Monitor weekly and campaign-level performance, proactively identifying growth opportunities and adjusting strategy based on analytics, velocity patterns, and consumer insights.
- Ensure global coordination across VMG stakeholders, international teams, supply-chain partners, technology platforms, and our turnkey D2C provider to maintain seamless communication from planning through fulfillment.
- Deliver ongoing reporting to VMG leadership on store performance, revenue pacing, campaign impact, and operational status.
Bring Your VIBE
- 7–10+ years of experience in music, e-commerce, D2C, or adjacent industries, including 3–5+ years leading direct-to-fan campaigns.
- A strong track record working directly with artists, labels, and management teams, with proven ability to build trust and guide stakeholders.
- Deep understanding of music commerce trends, merch strategy, consumer behavior, bundling mechanics, premium formats, and fan-journey optimization.
- Strong collaborator with a service-oriented mindset and ability to balance creative, commercial, and operational priorities.
- Availability to support nighttime or weekend launches tied to global releases and merch drops.
- Highly responsive communicator comfortable engaging across SMS, email, chat, and live conversations with artist and partner teams.
- Demonstrated ability to communicate and sell through eCommerce strategy, product plans, and campaign recommendations.
- Strong fluency in P&Ls, pricing logic, margin analysis, and production constraints.
- Familiarity with global physical music and merchandise production workflows preferred.
- Creative problem-solver with strong organization and ability to manage multiple complex initiatives simultaneously.
- Attention to detail, poise under pressure, and accountability for deadlines and deliverables.