Jennifer Way

• Responsible for developing and implementing all of the marketing initiatives for an assigned roster of artists, ranging from baby acts to international superstars • Liaise with the artist manager on a regular basis to acquire marketing approvals, strategize next steps, discuss opportunities and ideas, and coordinate large team meetings • Draft and continuously update the written marketing plan for each project, detailing the marketing highlights, along with our future goals of each project and the road map of how we plan to get there. • Keep detailed project timelines (deadlines, key tour dates, industry hits, press appearances, marketing stunts, etc), being mindful of every key date and how we are appropriately supporting it • Coordinate all label departments’ efforts during an album launch, to ensure the proper execution of the marketing plan’s objectives on all levels, while maintaining a consistent marketing message • Secure strategic marketing placements & promotional opportunities with industry partners & outside corporate partners • Create impactful & innovative marketing campaigns (unique to each artist) around single & album launches, awards show voting, career milestones, and more. • Supervise the marketing coordinator assigned to each project, and guide them in their roles and responsibilities, including advertising and media planning, event coordination, and more • Communicate effectively with the Executives weekly, updating them on all aspects my artists’ plans • Create video content for use by the radio team, with sales & digital partners, on artist sites and in international territories • Generate and obtain approval of marketing budgets, being mindful of all marketing expenditures as they relate to the bottom line profitability of the project • Monitor album production timelines, including packaging, art, music, etc

• Led the overall advertising strategy for the entire UMG Nashville roster, creating multi-platform campaigns based on NPD data, overall marketing strategy, DMA market research, etc. • Produced all Radio & TV advertising spots, in collaboration with various video production coompanies • Managed the production of all digital & print media; Providing marketing copy to the design team, while strategizing with them on content and layout. • Implemented, monitored and optimized all search engine and social media marketing campaigns • Pursued and executed third-party marketing opportunities and sweepstakes, focusing on lifestyle partnerships • Designed html email blasts for Mercury artists’ eCRM campaigns • Served as the label liaison Academy of Country Music, Country Music Association & the Recording Academy (GRAMMY® Awards), tracking artist eligibility & managing membership rosters • Create quarterly advertising budgets for each artist and monitor the spend while making necessary commitments • Update news content on UMGNashville.com and specific artists’ websites

• Generated weekly Nielsen (Soundscan) sales reports for each artist and remitted the information to our artists’ managers • Designed and updated a comprehensive sales sheet which functioned as a valuable sales tool for our account executives • Maintained an advertising log for all coop advertising and reconciled advertising budgets quarterly • Tracked daily sales information at major accounts and submitted albums for RIAA Certification when the qualifying sales numbers were reached • Compiled BDS Radio Trend data, gaining insight into which markets may enjoy a rise in demand • Coordinated department events, calendars, new release schedules, ticket requests and generally just kept things on track!