Hannah Poferl Appointed UMG’s Chief Data Officer

Universal Music Group (UMG) has appointed Hannah Poferl as its Chief Data Officer. She will be based in Santa Monica and report to UMG’s Chief Operating Officer, Boyd Muir.

Backstory:

• Prior to joining UMG, Poferl spent nearly 12 years at The New York Times, most recently as its first-ever Chief Data Officer.

• Other executive roles included Associate Managing Editor, Director of Newsroom Strategy, Deputy Editor and Senior Manager, Newsroom Analytics.

The new role:

• Poferl will lead UMG’s data and analytics strategy and functions globally.

• She will be responsible for audience development and engagement.

• This will include the use of data and AI technologies to power UMG’s superfan strategy, better connect its artists and labels with fans, empower talent discovery, and help unlock long-term value for UMG’s catalog.

What they said:

• Hannah Poferl: “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 organization’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.”