VP, D2C Marketing

Job Title: VP, D2C Marketing

Report To: President of Merchandise, WMX

Location: Los Angeles, CA

WMX is Warner Music Group’s merchandise and e‑commerce services division, focused on helping artists connect with fans through merchandise, physical music, touring, VIP ticketing, retail, licensing and direct‑to‑consumer experiences.

We work at the intersection of creativity and commerce, partnering with artists, managers, and label teams to build thoughtful, high‑quality products and experiences that fans care about and market them to drive revenue and add value to our clients’ business. From artist stores and limited‑edition vinyl to tour merchandise and global retail programs, we treat merch and physical products as meaningful extensions of an artist’s creative vision.

WMX combines the global scale of Warner Music Group with an entrepreneurial, hands‑on approach. We value collaboration, ownership, and curiosity, and we’re building a forward‑thinking team that’s excited to evolve how artists reach and engage their audiences.

Responsibilities

The Vice President, D2C Marketing will lead the global direct‑to‑consumer marketing function for WMX, overseeing marketing strategy across artist ecommerce, third‑party business, and the development of new D2C properties. This role is responsible for managing a team of senior marketing leaders embedded with label partners, as well as owning CRM, lifecycle marketing, paid media, and fan data strategy. The VP will work closely with labels, global marketing, ecommerce, creative, and operations teams to drive growth, diversify revenue streams, and build scalable, fan‑first marketing systems.

Key Activities

• Lead and manage a team of marketing leaders who work directly with label marketing teams to plan and execute D2C campaigns
• Own the global CRM and lifecycle marketing strategy, including email, SMS, and data acquisition initiatives
• Oversee marketing for WMX’s third‑party business, driving growth beyond Warner‑signed artists
• Develop and launch new D2C properties and platforms that expand WMX’s ecommerce footprint and diversify revenue
• Set and manage paid media strategy across Meta, Google, TikTok, and emerging platforms
• Partner with ecommerce, creative, and operations teams to ensure marketing initiatives are operationally sound and scalable
• Establish KPIs, reporting frameworks, and performance dashboards across all D2C marketing efforts

Qualifications

• You are a senior D2C marketing leader with experience managing teams and complex stakeholder relationships
• You have a strong understanding of how to market to fans across music, culture, and consumer products
• You are comfortable balancing long‑term strategy with near‑term execution
• You understand how to build systems that scale while still supporting artist‑specific nuance
• You are data‑informed and results‑oriented, without losing sight of creative storytelling
• You have experience working closely with labels, brand partners, or similarly matrixed organizations

Preferred Qualifications

• 7–10 years of experience in a similar role
• Proven success growing third‑party or non‑core revenue streams
• Experience launching and scaling new digital commerce properties or platforms
• Experience working across global markets and coordinating international campaigns

This position requires a minimum of 5 days per week in the office.

Salary Range: $124,000 to $200,000

Warner Music Group is an Equal Opportunity Employer.