Universal Music Canada is Canada’s leading music company, engaged in recorded music, music publishing, merchandising, and audiovisual content. Home to the most comprehensive catalogue of recordings and songs across every musical genre, UMC is committed to artistry, innovation and entrepreneurship in broadening opportunities for our artists on both the domestic and world stages as well as creating new experiences for fans.

Universal Music Canada is part of Universal Music Group, the world leader in music-based entertainment.

We are searching for creative, innovative, and passionate people to fill a current vacancy on our team. If you love music and are excited about joining this amazing organization, we would love to meet you!

Fan Insights Strategist - 12 Month Contract

The UMC team works four days a week from our award-winning creative campus located in Liberty Village, Toronto, and one day virtually.

Reporting to the Vice President, Insights, Data & Technology, the Fan Insights Strategist will help drive a deeper understanding of fan behaviour to inform marketing, artist development, and commercial decision-making. This role will contribute to a collaborative, insight-driven environment by translating data into clear, actionable strategies that strengthen artist-fan relationships. The ideal candidate is a naturally curious and analytical thinker with a strong interest in audiences, culture, and music.

How You’ll Lead:

• Spot what others miss by identifying unexpected signals such as sudden growth, unusual engagement patterns, spikes in UGC, and dig into what’s driving them.

• Connect the dots across marketing, artist teams, and commerce and draw cross-functional insights.

• Make sense of complex inputs by translating data, conversations, and observations into a clear point of view that highlights what is happening, why it matters, and what actions to take next

• Translate signals into action by shifting conversations from “What happened?” to “Why did it happen?” — and “what should we test next?”. This can be in the form of a quick note or conversation with the team, a weekly update, or a deeper dive into an artist’s growth — but it always leads to action.

What You Bring:

• 3 - 5 years relevant experience in environments that focus on audience or user behaviour (e.g., media, streaming, consumer tech, gaming, social platforms, or consumer insights)

• Strong curiosity and interpersonal instincts, using data as a tool to better understand people, culture, and behaviour

• Collaboration – teams are able to come to you because you ask good questions, you listen and help them make the best decisions.

• Willingness to work with incomplete information and form directional hypotheses rather than waiting for perfect answers.

• Comfortable working with data and partnering with analysts

• Experience with tools such as Chartmetric, Looker, Tableau, DSP backends, or similar (SQL or deeper technical skills are a plus, but not the focus.)

• Deep understanding of social and UGC platforms (TikTok, YouTube, Reels, Shorts, etc.) and how culture and community influence behaviour

• Proactive approach to work, constantly seeking improvement in all areas.

• Bold, ambitious, creative thinking; an entrepreneurial style and a growth mindset

• Excellent communication skills anchored by honesty, approachability, and an open mind

What We Offer:

• Employee Family Assistance Program
• 2-week paid Winter Break
• Summer Fridays
• Employee Ticket Box
• Wellness Program

Universal Music Canada is committed to equity, diversity, and inclusion, and strongly welcomes and encourages applications from Indigenous Peoples, people of colour, women, persons with disabilities, people who are 2SLGBTQIA+, and people from other diverse communities. Accommodations are available on request for candidates taking part in all aspects of the selection process.

Job Category:

Data, Analytics & Business Intelligence

Salary Range:

$55,000 - $70,000

The actual base salary offered depends on a variety of factors, which may include, as applicable, the qualifications of the individual applicant for the position, years of relevant experience, specific and unique skills, level of education attained, certifications or other professional licenses held, and the location in which the applicant lives and/or from which they will be performing the job. All candidates are encouraged to apply.