2018–2023
VP, Commercial, Content & Strategy
At 23, I joined Universal Music Group. Over five years, I led global content strategy, platform partnerships and commercial initiatives across UMG’s labels and artist roster, helping deliver record-breaking projects for artists including Taylor Swift, Justin Bieber, The Weeknd and BLACKPINK. My work spanned content funds, livestreaming, release strategies and shoppable content. I worked directly with YouTube and TikTok to launch new features and tools globally.