Universal Music Group (UMG) has poached the National Football League’s (NFL) SVP of marketing Jaime Weston to develop what it's described as a 'new consumer engagement' platform in a newly-created marketing role.
As the group’s first-ever executive vice president of consumer marketing, Weston’s remit will see her develop strategies to grow the global audience for UMG’s artists across platforms, products and initiatives.
She has also been tasked with developing a ‘consumer engagement platform’ – a new product earmarked as a data and insight tool for both the marketing team and UMG’s multiple business units and territories.
Weston was previously senior vice president of marketing for the NFL, a role that saw her lead on marketing strategy for the football brand. She originally joined the league back in 2003.
“I’m looking forward to helping drive deeper engagement with fans and developing key consumer insights that will help our labels achieve even greater levels of success,” she said.
Weston will report to Dave Rocco, executive vice president of creative at UMG.
He added: “At Universal Music, we’re continuing to expand the very definition of a music company by providing artists with a broad range of services that go far beyond those traditionally offered by a record label.
"With Jaime’s expertise and experience, there is enormous potential to build a stronger relationship with consumers, market directly to audiences around the world and position our artists for even greater success."