Rahia Michael
Los Angeles,CA
Summary
Strategic marketing and partnerships leader with 15+ years building and executing global campaigns, driving brand growth and audience engagement at the intersection of entertainment, music, culture and technology. Proven success leading cross-functional teams to scale global IP, social first content and franchise campaigns. Expert in creative strategy, digital platform optimization, audience analytics and omnichannel storytelling.
Overview
19
19
years of professional experience
Work History
Founder
December 5th Inc.
Los Angeles, CA
10.2017 - Current
- Built and led artist marketing campaigns, leveraging touring to drive sales, merchandise, audience growth and engagement
- Identified, recruited and managed diverse talent for LA Fashion Week 2023 & 2024, aligning creators with brand voices and campaign goals i.e. @MargiePlus, @heathersanders_, @kianalede
- Developed social-first content strategies (IG, TikTok, YouTube) resulting in +58% engagement growth for Mike Epps’ Netflix comedy specials “Don’t Take It Personal” and “Only One Mike”
- Directed end-to-end execution of campaigns including creator briefing, content approvals, publishing schedules and performance tracking
- Produced branded content and experiential activations designed to generate high-performing UGC and organic reach (i.e. NorthFace, Google Nest, Spotify)
General Manager / SVP, Marketing
Universal Music Group
Los Angeles, CA
05.2020 - 07.2024
- Led global marketing and partnership strategy across digital, DTC, and live channels, generating $2M+ in revenue
- Partnered with artists and creators on digital platforms to amplify releases through touring, social activations and influencer seeding
- Managed multi-million dollar budgets, negotiated agreements and implemented KPI frameworks that improved operational efficiency and revenue 15% YoY
- Built and executed integrated strategies across TikTok, Twitch and Instagram, creating and contributing to viral moments and audience growth
- Managed budgets and KPIs, optimizing campaigns based on real time performance data and audience insights
Senior Director, Marketing
Universal Music Group
Los Angeles, CA
10.2016 - 10.2017
- Led integrated marketing campaign for Mary J. Blige’s Strength of a Woman delivering a #1 Billboard R&B Album and Erykah Badu’s Baduizm anniversary campaign, bringing the release into the Top 10 Global R&B Charts
- Partnered closely with internal and external stakeholders to ensure consistent brand storytelling across all platforms
Director, Marketing
Warner Music Group
New York, NY
10.2014 - 02.2016
- Managed $2M+ marketing budgets for global artists, delivering 200M+ impressions and 5M+ sales through integrated content strategies, influencer marketing and tactical live show tours
- Led high-profile brand integrations, including Janelle Monáe x Covergirl, achieving 100M+ impressions WW and strengthening brand-consumer engagement
Artist Manager
Snoop Dogg
Los Angeles, CA
01.2007 - 06.2013
- Managed operations, touring, live events and brand partnerships for Snoop Dogg, working directly with label, brands and media i.e. Adidas, EA Sports, NFL, etc
- Oversaw operations for global icon Snoop Dogg including touring, live performances, brand partnerships and endorsements
- Produced and managed the sold out theatrical production “Imagine That” starring Snoop Dogg & Mike Epps, overseeing talent, logistics, budgeting, promotions and partner relationships
- Directed launch of e-commerce merchandise store, managing digital marketing that scaled Snoop’s social reach to 100M+
- Produced the first hologram live performance ever at the 2012 Coachella performance featuring Snoop Dogg, Dr. Dre and Tupac reaching over 100M+ views and global press coverage
Education
Bachelor of Arts - Liberal Arts and Public Relations
California State University - Fullerton
Skills
- Strategic Marketing & Talent Partnerships
- Digital Paid & Organic Performance Marketing
- Campaign Execution & Optimization
- Social Growth & Engagement Strategy
- Talent Negotiation & Relationship Management
- Analytics, KPIs & ROI Tracking
Timeline
General Manager / SVP, Marketing
Universal Music Group
05.2020 - 07.2024
Founder
December 5th Inc.
10.2017 - Current
Senior Director, Marketing
Universal Music Group
10.2016 - 10.2017
Director, Marketing
Warner Music Group
10.2014 - 02.2016
Artist Manager
Snoop Dogg
01.2007 - 06.2013
Bachelor of Arts - Liberal Arts and Public Relations
California State University - Fullerton