Universal Music Publishing Group has appointed Alix Kram to its newly created role of global head of marketing.
Based in New York, Kram will report to UMPG Chairman and CEO Jody Gerson and UMPG Chief Operating Officer Marc Cimino.
Additionally, Kram will provide marketing support for Bravado, UMG’s global merchandise and brand management company, reporting to President Matt Young.
In his new role at UMPG, Crumb will oversee the company’s marketing efforts, focusing on “creative storytelling and cultural relevance,” according to UMPG.
UMPG added in an announcement on Wednesday (August 7) that Kram “will work to expand initiatives across business units and maximize[e] Visibility and opportunities for UMPG owned directories.
The CEO will also work with Universal’s merchandise company Bravado to “drive strategy and create revenue opportunities” for UMPG/Bravado catalog IP.
UMPG said Crum has more than 20 years of “strategic storytelling and brand building” experience in entertainment, music, lifestyle and retail.
Most recently, Kram worked at Netflix, leading the US/Canada/Australia retail and consumer product marketing teams.
She is responsible for developing retail strategy, storytelling, expanding Netflix’s presence in the new distribution pipeline, and overseeing key partner marketing campaigns and product launches.
Prior to joining Netflix, Crumb served as global head of brand licensing and retail at Warner Music Group, where he developed brand opportunities for artists including the Grateful Dead and Wiz Khalifa.
She also served as vice president of lifestyle and retail marketing at Nickelodeon/Paramount, a team she built with Jeremy Scott x Moschino, Pharrell and others to help companies like SpongeBob SquarePants enter new territories.
Kram also founded theKRAMcollective, a boutique marketing and branding agency whose clients include Hasbro, Dreamworks, HBO, Atari and others.
“Alix is the perfect executive to enhance the incredible stories our songs tell and bring them to life.”
“Mark Cimino, UMPG
“Alix is the perfect executive to enhance the incredible stories our songs tell and bring them to life,” said Marc Cimino, chief operating officer of UMPG. “She not only has a strong track record in the brand space; She also has a nuanced understanding of strategy, creative marketing, and can significantly expand global opportunities for our writers and songs. Jody and I are excited to welcome her to UMPG.
“I have known and worked with Alix throughout her career and I am confident she will play an important role in creating new and exciting synergies between Bravado and UMPG.”
matt young, bluff
Bravado President Matt Young added: “I have known and worked with Alix throughout her career and I am confident she will play an important role in creating new and exciting synergies between Bravado and UMPG.
“We are committed to helping UMPG’s incredible roster of songwriters and producers drive their brands forward and continue to find new ways for them to reach fans around the world.”
“I’m grateful to Jody Gerson and Marc Cimino for the opportunity to delve into UMPG’s iconic catalog and discover stories that can be told to generate new energy, growth and conversation.”
Alex Crumb
“I’m grateful to Jody Gerson and Marc Cimino for the opportunity to delve into UMPG’s iconic catalog and discover stories that can generate new energy, growth and conversation,” said Kram.
“In meeting for the first time, it was clear that they have created a truly global and unique culture – a force in the industry that is led by a passion for songwriters and champions the expertise of the company’s people. I’m excited to learn from them and the passionate fan community that surrounds these songwriters as I develop this character.
Kram added, “This unique new role also connects me with Bravado and my original music mentor Matt Young, allowing me to further build, expand and share the stories of some of the world’s most beloved songs in new ways. “global music business
