Universal Music Group (UMG) has today announced that Jaime Weston, an accomplished marketing, advertising and brand management executive, has been appointed to Executive Vice President of Consumer Marketing, effective immediately.

According to a recent press release, Weston will be responsible for developing targeted marketing strategies to grow the global audience for UMG’s artists across platforms, products and initiatives. In addition, Weston will develop a consumer engagement platform to drive insights and guide consumer marketing initiatives as well as provide UMG’s labels, business units and territories with invaluable consumer insights. She reports to Dave Rocco, Executive Vice President of Creative.

In making the announcement, Rocco said, “At Universal Music, we’re continuing to expand the very definition of a music company by providing artists with a broad range of services that go far beyond those traditionally offered by a record label. With Jaime’s expertise and experience, there is enormous potential to build a stronger relationship with consumers, market directly to audiences around the world and position our artists for even greater success.”

“There is nothing more unifying today than the emotional power of music,” Weston said. “People are listening to more music more than ever before through countless new experiences, opening up nearly limitless opportunities for UMG’s artists. I’m looking forward to helping drive deeper engagement with fans and developing key consumer insights that will help our labels achieve even greater levels of success.”

Before joining UMG, Weston served as Senior Vice President of Marketing for the National Football League, where she led the strategic direction and management of the NFL brand and league marketing efforts, including the NFL’s creative department, fan strategy, advertising, entertainment initiatives and brand management.

Working across the league’s 32 teams, sponsors, licensees and broadcast partners, Weston established a centralized brand management operation to protect and grow the NFL’s brand equity with both current fans and the next generation, re-imagined its 50th anniversary Super Bowl logo and updated the iconic NFL shield.

Prior to the NFL, Weston spent 10 years in various marketing roles encompassing e-commerce, public relations and advertising within the apparel and publishing Industries.