Owen Edwards

Freelance Channel Manager

Companies I’ve worked with

View all
  • Universal Music UK

    Universal Music UK

    • Music

Work history


Channel Marketing Manager

Universal Music UK

Mar 2017
  • London, United Kingdom
  • Freelance
  • Working for UMOD - a curation and compilations subsidiary of Universal Music, I manage all online channels and contributing to curation for Universal’s two largest playlist brands: ‘HITS’ and ‘THIS IS’. I also am responsible for managing and creating all email marketing material for the label.


Mar 2016 - Mar 2017
  • London, United Kingdom
  • Full Time
  • As the main source of support for all UK CRM activity I advised on CRM strategy for a variety of artist campaigns, ranging from heritage acts to frontline priority artists. Some of my main responsibilities: Worked on projects with artist management and 14 different record labels, advising on CRM campaigns and helping devise new marketing strategies. Produced monthly reports on CRM and ecommerce activity for the UK. Dealt with admin for CRM team, including large audits of data. Found ways to optimise tasks through advanced use of excel, and explored ways to automate tasks with our tech support. Provided advice for labels and UMGUK’s media buying team on target audiences and plans for paid advertising. Multiple examples of my planning and advice leading to unprecedented ROI. Created, sent, and managed logistics for the UMGUK genre newsletters, sent to hundreds of thousands of consumers every week. Trained UK labels and artist management on Universal's bespoke CRM systems, created guides used business-wide for more complex processes. Social Messaging CRM system – My advice led to management investing in a messaging CRM system for UMGUK and I was integral in the process of choosing which platform to sign. I have also been advising said platform on developing their UX and features further, this is currently being rolled out business-wide. Organised the CRM team's meeting schedule, writing up agendas and capturing/archiving minutes for all meetings whilst engaging in conversation with labels about CRM initiatives as well as their own activity.