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Amy Jeninga Upped To VP, Digital Strategy At UMC

Universal Music Canada has announced Amy Jeninga has been promoted from Director to Vice President, Digital Strategy, effective immediately.

Amy Jeninga Upped To VP, Digital Strategy At UMC

By External Source

Universal Music Canada has announced Amy Jeninga has been promoted from Director to Vice President, Digital Strategy, effective immediately.


Reporting to EVP/GM Kristen Burke, Jeninga will oversee the company’s digital strategy portfolio, building and forging global partnerships and opportunities, as well as developing and leading plans to maximize digital engagement and growth for artists.

Joining UMC in 2010 as a Marketing Manager, Jeninga’s career has developed as a vital member of the core team, with roles as Senior Manager, Marketing & Digital; Director, Marketing & Digital; and most recently, Senior Director, Digital Strategy.

“Amy’s career to date has been incredibly impressive. She’s a sharp, smart strategic thinker, always looking for the next big idea and ready to forge new partnerships that are mutually beneficial for our artists and partners,” said Burke. “Her firm grasp of the inner workings of the business and her creative and strategic approach makes her the perfect person to take our digital strategy portfolio to the next level.”

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“I’m thrilled to be taking on this new challenge and working with such an innovative, forward-thinking team at Universal Music Canada,” said Jeninga. “Together we use data, tech, and creativity to connect the incredible music talent coming from Canada with fans globally.”

Formed in 2018, UMC’s Digital Strategy team launched an exclusive partnership with Luminosity Gaming (the largest e-sports gaming team in Canada), marking the first time a music label and e-sports organization have banded together to connect music with the gaming world formally. Working closely with Apple Music and the Toronto Transit System, the Digital team created the ‘Tracks on Tracks’ program, featuring commuter playlists featuring UMG artists such as Ariana Grande, Post Malone, and Shawn Mendes that were supported by advertising across the city's transit system.

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Katherine Bomboy/NBC

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