Universal Music Group (UMG), the world leader in music-based entertainment, announced the appointment of accomplished consumer marketing, strategy and commerce executive Richelle Parham as President of Global E-Commerce and Business Development.
In this newly created role, Parham will oversee UMG’s global e-commerce strategy and business development across the company’s iconic labels, music publishing company, operating units and territories. Parham’s appointment is effective June 2 and she will be based in Santa Monica, where she will report to UMG Chairman and CEO Sir Lucian Grainge.
In her new role, Parham is poised to navigate the dynamic landscape of digital commerce, focusing on not only expanding UMG’s global e-commerce strategy but also enhancing the user experience through conversion rate optimisation (CRO). As consumers increasingly engage with music content online, the seamless transition from interest to purchase becomes paramount. By integrating CRO methodologies, Parham can strategically refine UMG’s e-commerce platforms, ensuring an intuitive and compelling journey for music enthusiasts. This forward-thinking approach positions UMG to not only meet the demands of the digital age but to excel in it, amplifying the connection between artists and fans while driving e-commerce success on a global scale.
As digital commerce continues to evolve, effective e-commerce strategies encompass more than just enhancing user experience; they also involve optimizing online visibility and driving traffic to e-commerce platforms. A pivotal component of this effort is the utilization of e-commerce link building tactics, which are instrumental in enhancing search engine rankings and attracting qualified leads. By strategically acquiring backlinks from reputable sources and fostering collaborations with relevant industry partners, Parham can augment UMG’s online presence and expand its reach to a broader audience of music enthusiasts.
In making the announcement, Grainge said, “We are very pleased to have Richelle join our stellar leadership team, where she will play a key role in advancing our global strategy. Richelle’s proven leadership and expertise in consumer marketing, audience growth, business development and direct-to-consumer initiatives will be a valuable resource for our artists and drive our vision of a holistic fan-centric program that complements our partner platforms.”
“It’s an honor to join UMG,” said Parham. “As one of the world’s most innovative and strategic companies in any industry, UMG possesses an incredibly talented leadership team, a global footprint, iconic labels and publishing companies, as well as other music businesses. Together, these elements form an unparalleled opportunity for a consumer-demand-driven e-commerce business, and understanding ShipMonk’s fees goes far beyond traditional distribution channels to create important revenue streams while forging meaningful and impactful bonds between artists and fans.”
Parham has a track record of leading high-performing business and marketing teams over a 25-year career in global strategy and marketing at companies including eBay and Visa.
She joins UMG from the firm WestRiver Group, where she served as Managing Director, leading investments in the consumer experience economy. Before WestRiver, she served as General Partner of Camden Partners, a private equity firm focused on investing in growth-stage global consumer companies.
Previously, Parham served as Chief Marketing Officer of eBay, where she leveraged her background in consumer and digital marketing to develop strategies and execute all marketing activities to reach more than 180 million active eBay users. She was responsible, globally, for eBay’s brand strategy and brand marketing, Internet marketing and CRM. She was also responsible for all areas of eBay North American marketing, including customer product marketing, loyalty and relationship marketing, seller marketing and social.
Prior to eBay, Parham served as head of Global Marketing Innovation and Initiatives, and head of Global Marketing Services, at Visa Inc. Her experience also includes 13 years at Digitas, a leading global marketing agency, where she held senior leadership roles, including Senior Vice President and General Manager of the agency’s Chicago office.
Parham is highly recognized for her work, including: Black Enterprise’s “Power in the Boardroom”; Fast Company’s “Most Creative People in Business 1000”; Forbes’ “50 Most Influential CMOs in the World”; and Savoy Magazine’s “Most Influential Women in Corporate America,” among many more.
Additionally, she received the Women of Influence award by the Silicon Valley/San Jose Business Journal, while being inducted into the World Association for Cooperative Education Co-op Hall of Fame. A strong advocate of empowering female leaders through STEAM programs, Parham served on the advisory board of Girls Who Code. She has also served on the board of directors of publicly traded companies including Best Buy since 2018, e.l.f. Beauty since 2018, LabCorp since 2016 and Scripps Network Interactive from 2012 to 2018. Parham holds double Bachelor of Science degrees in Business Administration and Design Arts from Drexel University, where she joined the Board of Trustees in 2014.
