Hannah Poferl Named Universal Music Group's Chief Data Officer

• Universal Music Group (UMG) has named Hannah Poferl its Chief Data Officer
• She will oversee global data and analytics strategy at UMG
• She will manage the application of data & AI in delivering the UMG superfan strategy

The Universal Music Group (UMG) has named Hannah Poferl, a former New York Times executive, as its new Chief Data Officer as of immediately.

This news was released by the company on January 13. Hannah will be reporting to the company’s Chief Operating Officer, Boyd Muir, and will be based in Santa Monica.

In her new position, Hannah will be responsible for managing UMG’s global data and analytics strategy, which includes responsibilities related to audience development and engagement. Additionally, she will manage the execution of data and artificial intelligence projects related to the company’s superfan strategy.

UMG explained that the new strategy aims to enhance connectivity between artists, labels, and fans, enhance artist discovery, and unlock long-term value from the global music catalog. Hannah will also help enhance the operating efficiency of UMG’s global businesses.

Commenting on the appointment, Boyd Muir stated that Hannah "has deep experience in leveraging data, analytics, and artificial intelligence to connect and engage audiences, and this aligns perfectly with the vision that we have at Universal Music Group for growing the role of data-driven fan engagement and direct-to-consumer platforms."

Hannah added that she was attracted to the approach UMG has toward innovation and focusing on using data and technology to support creative and artists-a technology which is increasingly important in the music industry.

Her appointment follows the recent news that James Steven will be joining UMG on January 26 as Executive Vice President and Chief Communications Officer.

James, most recently Chief Communications Officer, Warner Music Group, will be based in New York and report to Chief Administrative Officer Will Tanous.

Other recent senior appointments to UMG include Matt Ellis as Chief Financial Officer in May, and the appointment of Boyd Muir as Chief Operating Officer in October 2024.