New York Times veteran Hannah Poferl new Chief Data Officer at Universal Music Group
Universal Music Group (UMG) has announced the appointment of Hannah Poferl as its Chief Data Officer.
She joins after close to 12 years at The New York Times, where she had served most recently as The Times’ first ever Chief Data Officer since 2021, as well as Head of Audience & Assistant Managing Editor, among other positions.
Poferl will lead the company’s data and analytics strategy and functions globally. She will have responsibility for audience development and engagement, including the use of data and AI technologies to: power UMG’s superfan strategy; better connect the company’s artists and labels with fans; enable talent discovery; and helping unlock long-term value for UMG’s global catalogue while supporting operational performance for its companies worldwide.
UMG’s Chief Operating Officer, Boyd Muir, says: “We are thrilled to welcome Hannah to the UMG team. Her exceptional reputation and track record of strategically utilising data, analytics and AI technology to grow, connect and engage audiences with creativity and culture, mirrors our own vision for transforming the ways artists and labels can connect with fans.”
“Her unique insight and deep understanding of both the creative and commercial aspects of the creative sector, dovetail perfectly with our own ambitions to accelerate the role data and technology play in our driving our superfan initiatives, direct to consumer platforms and UMG’s business globally.”
Poferl says: “I’m excited to join UMG because of its clear focus on using data and technology in service of artists and artistry at a time when data and technology are playing an increasingly important role. The organisation’s ambitious and thoughtful approach to innovation, including AI, reflects a clarity of purpose and a respect for creativity that I value deeply.”
“Storytelling has been central to my career, and music is one of the most powerful storytelling mediums that exists, making this an especially meaningful place to do this work.”
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