Doug Barasch
Los Angeles
Summary
Marketing leader with extensive experience at Universal Music Group, driving digital strategies that achieved a 2400% increase in sales. Expertise in global brand management and team mentorship, utilizing analytics and audience insights to implement omni-channel campaigns that boost customer engagement. Proven ability in budget oversight and fostering strategic partnerships.
Overview
17
17
years of professional experience
Work History
Vice President, Digital & Brand Marketing
Pancreatic Cancer Action Network
Los Angeles
04.2021 - Current
- Company Overview: An organization committed to taking bold action to improve the lives of everyone impacted by pancreatic cancer by advancing scientific research, building community, sharing knowledge, and advocating for patients.
- Lead, develop, and oversee all global marketing efforts for a four-star Charity Navigator non-profit organization.
- Integrate and lead brand campaigns, editorial, communications, creative services, and community, to triple the organization’s reach and build a world-class brand.
- Lead a diverse, high-performing team of (10) across Creative, Social Media and Digital, focusing on mentorship and career growth.
- Maintain agency relationships and oversee all paid media.
- Manage $1M+ digital and advertising budget, providing P&L analysis to Executives.
- An organization committed to taking bold action to improve the lives of everyone impacted by pancreatic cancer by advancing scientific research, building community, sharing knowledge, and advocating for patients.
- Grew community and engagement for PANCAN Patient Services through content strategy & development.
- Achieved executive leadership buy-in to increase budget for production and partnered with Creative to develop and release content that increased brand awareness, resulting in a 1200% jump in growth across socials.
- Audited email CRM system and implemented changes in strategy that improved net growth numbers by 400% in the first two years.
- Cut unsubscribe rate by 50%.
- Led all advertising and partnerships efforts, including a YouTube partnership with Mindy Kaling, which drove 60M impressions, and launched PanCAN’s TikTok account, growing the follower account to over 70K in less than a year.
- Increased brand awareness by 25% and generated 250M+ impressions combined in 2022 & 2023.
- Launched an Artificial Intelligence workgroup to explore AI’s role in marketing and data.
- Leveraged ChatGPT and Microsoft Bing Image Creator to generate ideas for marketing & advertising campaigns.
Senior Director, Digital Marketing & Strategy
Universal Music Group / Universal Music Enterprises (UME)
Los Angeles
02.2012 - 02.2020
- Company Overview: The world’s leading music company that owns and operates a broad array of businesses engaged in recorded music, music publishing, merchandising, and audiovisual content in more than 60 countries and producing, distributing, and promoting the most critically acclaimed and commercially successful music to delight and entertain fans around the world.
- Developed and implemented creative and innovative digital & social media marketing strategies.
- Conceptualized and created diverse media content distributed via partner and owned channels.
- Partnered with multi-channel networks to produce branded content, resulting in millions of social impressions and a 2400% increase in sales revenue.
- Developed mobile responsive websites, apps, and games to drive physical and online traffic to sales destinations.
- Maximized sales via strategic partnerships with key digital distribution partners such as Netflix, Apple, ABC, Amazon, Waze, Lyft, Uber, NASA, American Express, Mastercard, Vice, Mashable, Conde Nast, Facebook, Pinterest & YouTube.
- Researched and selected database to capture, track, and communicate with fans and consumers which increased email database by 732%.
- Led cross-functional design and development teams.
- Prepared and delivered monthly executive presentations; reported KPIs and analysis of social media growth, site metrics, and online revenue.
- The world’s leading music company that owns and operates a broad array of businesses engaged in recorded music, music publishing, merchandising, and audiovisual content in more than 60 countries and producing, distributing, and promoting the most critically acclaimed and commercially successful music to delight and entertain fans around the world.
- Launched ‘Rolling Stones Rock’ campaign which generated 6K+ news articles, 200M media impressions, and grew audience by over 200%.
- Teamed with NASA and Robert Downey Jr. to make an announcement at the Rose Bowl concert.
- Led all digital marketing campaigns related to soundtracks for 'Pitch Perfect', a major motion picture franchise.
- Collaborated with the LA Mayor’s office to rename a crosswalk on Vine St after Abbey Road to honor the album’s 50th anniversary.
- Celebration event culminated in 100M media impressions worldwide and drove physical and streaming sales of the album.
- Created and executed March Madness-inspired ‘March Music Madness campaign’; which garnered 33K+ new acquisitions to email lists.
- Executed viral stunt for Rick Springfield, which created massive press visibility with features on the Today Show, CNN, ABC News, CBS News, Mashable, Huffington Post, EW.com & GMA.
Director, Digital Marketing & Strategy
Universal Music Group / Verve Music Group Division
New York
02.2008 - 02.2012
- Company Overview: The Verve Label Group, a division of Universal Music Group based in New York City, comprises some of the greatest label imprints in jazz, classical, and beyond.
- Led worldwide digital marketing, social media strategy, and web design for major front line and catalog label, reporting to GM/SVP.
- Created cohesive, targeted and tactical marketing plans for artists.
- Used data and customer analytics to create compelling campaigns across various digital marketing channels for a variety of artists and consumers.
- Developed and maximized sales through strategic partnerships with digital distribution partners Facebook, Twitter, iTunes, Google, YouTube, Amazon, Wal-Mart, Target, & ABC.
- The Verve Label Group, a division of Universal Music Group based in New York City, comprises some of the greatest label imprints in jazz, classical, and beyond.
- Conceptualized and launched the second most successful pre-order campaign in Universal Music Group history (behind U2) on behalf of Diana Krall, utilizing email and social media outlets; generated over 24% of first week’s sales.
- Created and implemented 360-degree marketing plan to drive retail sales for Jamie Cullum’s new album.
- Designed nationwide social media online and offline scavenger hunt which increased sales at iTunes and physical retail locations nationwide.
Education
Certificate - Leadership Principles, Organizational Leadership, Disruptive Strategy, Marketing Innovation
Harvard Business School Online
01.2020
Communications & Media Studies -
Emerson College
Boston, MACommunications & Media Studies -
School of Visual Arts
New York, NYSkills
- Strategic organizational leadership
- Digital marketing expertise
- Global brand management
- Team leadership and mentorship
- Influencer and content marketing
- Budget and P&L oversight
- Omni-channel campaign execution
- Social media strategy development
- Cross-functional collaboration
- Analytics and KPI tracking
- Artificial intelligence applications
- Audience insights analysis
- Customer acquisition strategies
- Retention management techniques
- CRM and email marketing
- Data mining and science
- Dynamic creative solutions
- Online advertising strategies
- PPC and SEM optimization
- Paid and organic social media marketing
- Performance marketing initiatives
- Strategic partnership development
Websites
Recognition
CNN: NASA Has Named a Rock on Mars After the Rolling Stones, People Magazine: Groove Along to the This is Us Cast’s Birthday Playlists – and Create Your Own, USA Today: Robert Downey Jr. Announces Rolling Stones’ ‘Cosmic’ Honor: Martian Rock Named After Band, Variety: Beatles’ ‘Abbey Road’ Crossing to be Recreated at Hollywood’s Most Famous Intersection for One Day, Today Show: Rick Springfield Leads Sing-Along on NYC Subway, Mashable: Leaders in Digital Series: How Music Artists Use Social Media, Billboard: Rick Springfield's Interactive Album App Reaches New Audiences, Mashable: 10 Best Practices for Bands on Facebook
Timeline
Vice President, Digital & Brand Marketing
Pancreatic Cancer Action Network
04.2021 - Current
Senior Director, Digital Marketing & Strategy
Universal Music Group / Universal Music Enterprises (UME)
02.2012 - 02.2020
Director, Digital Marketing & Strategy
Universal Music Group / Verve Music Group Division
02.2008 - 02.2012
Certificate - Leadership Principles, Organizational Leadership, Disruptive Strategy, Marketing Innovation
Harvard Business School Online
Communications & Media Studies -
Emerson College
Communications & Media Studies -
School of Visual Arts
Similar Profiles
Jennifer KraushaarJennifer Kraushaar
National Director of Corporate Partnerships at PANCREATIC CANCER ACTION NETWORKNational Director of Corporate Partnerships at PANCREATIC CANCER ACTION NETWORK
Jessica CalhounJessica Calhoun
Vice President, Constituent Services at Pancreatic Cancer Action Network (PanCAN)Vice President, Constituent Services at Pancreatic Cancer Action Network (PanCAN)
Latoschka NetherLatoschka Nether
Sr. Grassroots Advocacy Manager at American Cancer Society Cancer Action NetworkSr. Grassroots Advocacy Manager at American Cancer Society Cancer Action Network
Ava GarciaAva Garcia
Host/Server at Perfect Pear BistroHost/Server at Perfect Pear Bistro
Nzingha JonesNzingha Jones
School Ambassador at Immaculate Heart High SchoolSchool Ambassador at Immaculate Heart High School