Fiona McAuley

Head of Digital, UK Music
YMU Group

Fiona McAuley is head of digital for UK Music at international management company YMU Group, who represent acts including Years and Years, Take That, Blink 182, Clean Bandit and many more.

Previously, Fiona worked as Senior Digital Marketing Manager at Polydor Records, with a diverse roster covering domestic artists such as Years & Years, Ellie Goulding, Snow Patrol, and Mabel, and international acts including Lady Gaga, Maggie Rogers and Lana Del Rey.

Coming from a background working in audience development for the arts within N.Ireland whilst playing in bands, Fiona moved to London to work for Universal Music Group's Global Insight team in 2013. There she helped analyse trends and data in music consumption and ownership for global priority artists. From there, she moved on to WMA, to a role that involved overseeing social media channel management and strategy for a range of independent, indie label and major label artists. During this time she managed the social strategy for a variety of successful campaigns, including Years & Years' #1 debut album 'Communion', The Maccabees' final #1 album 'Marks To Prove It', and Ellie Goulding's third album 'Delirium'.

In 2016, Fiona progressed to her current role within the digital team at Polydor Records. Working across a range of established and developing artists, she builds innovative and creative digital marketing plans to help artists find and build upon audiences. This includes helping artists establish their brand on owned and operated platforms, social media strategy, securing digital promotional opportunities, influencer and partnership marketing, digital activations and content creation. Campaigns she has worked on in this role include Years & Years' second album 'Palo Santo', Lana Del Rey's #1 album 'Lust for Life', Snow Patrol's platinum selling 7th album 'Wildness', the #1 soundtrack to 'A Star Is Born' from Lady Gaga and Bradley Cooper, and the UK domestic breakthrough artist Mabel.