SANTA MONICA, November 23, 2021 — Universal Music Group (UMG), the world leader in music-based entertainment, today announced the appointment, effective immediately, of Naras Eechambadi as Chief Data & Analytics Officer and Alexandra Hinkle as Chief Marketing Officer, Global Consumer Marketing.

Alexandra Hinkle

Alexandra Hinkle

The newly created roles strategically advance UMG’s global e-commerce and direct-to-consumer strategy. Eechambadi, a leading authority in customer relationship management (CRM), data strategy and analytics, will accelerate UMG’s global consumer and fan data strategy, as well as extend the company’s industry leadership in data and analytics.

Hinkle, with more than 25 years of experience leading cross functional marketing teams, will oversee Marketing Strategy, Campaign Strategy, Marketing Planning and Coordination, Audience Growth, CRM, Digital Innovation, Paid Media and Performance Marketing. Eechambadi and Hinkle will be based in Santa Monica and report to Richelle Parham, President of Global E-Commerce and Business Development.

In making the announcement, Parham said, “I’m pleased to welcome Naras and Alex to my team. Together, we will help advance Universal Music Group’s unparalleled opportunity to build a consumer-demand-driven e-commerce business that forges meaningful bonds between artists and fans while cultivating important revenue streams.”

Naras Eechambadi

Eechambadi said, “I’m honored to join UMG, the world’s most successful and innovative music company, to build on the company’s industry leadership and drive a global data and analytics strategy that will allow our artists to reach new and current fans around the world across a number of existing and developing consumer touchpoints. I’m thrilled to join Richelle’s team.”

Hinkle said, “I’m excited to join UMG, a world-class marketing leader across the entertainment industry. By coordinating our marketing efforts globally, we will build on the company’s tremendous track-record of ensuring our artists reach fans through innovative cross-channel campaigns and products. I’m thankful to Richelle for this opportunity and I can’t wait to work with UMG’s incredibly talented executive team.”

Throughout his career, Eechambadi has established himself as a leader in the marketing, and marketing science practices for organizations including BBDO Worldwide, BASES (now part of NielsenIQ), McKinsey and Company and First Union National Bank (now part of Wells Fargo). For more than two decades, Eechambadi served as the founder and Chief Executive Officer of Quaero, which helped large enterprises enhance customer relationships by leveraging customer data. Quaero’s clients included Disney/ESPN, Marriott, American Express, Bank of America, Charter Communications, NASCAR, Priceline and Starwood. Under Eechambadi’s leadership, Quaero transitioned from a services business to a customer data and analytics software platform with big data management, data engineering, DevOps, Artificial Intelligence and Machine Learning (AI/ML) capabilities.

In her role, Hinkle will partner closely with UMG’s labels, territories and Bravado to provide marketing support, education and resources to further elevate our artists and the company’s overall marketing efforts. A data-driven marketer who has consistently delivered strong, sustainable financial and brand equity gains to world-class global and U.S.-based companies including MGM Resorts International, eBay, Visa, and Macy’s, Hinkle most recently led all Property Marketing and Campaign Strategy for Wynn Resorts Las Vegas, the world’s largest 5-star resort, where she oversaw all marketing and branding efforts.


About Universal Music Group
At Universal Music Group, we exist to shape culture through the power of artistry. UMG is the world leader in music-based entertainment, with a broad array of businesses engaged in recorded music, music publishing, merchandising and audiovisual content. Featuring the most comprehensive catalogue of recordings and songs across every musical genre, UMG identifies and develops artists and produces and distributes the most critically acclaimed and commercially successful music in the world. Committed to artistry, innovation and entrepreneurship, UMG fosters the development of services, platforms and business models in order to broaden artistic and commercial opportunities for our artists and create new experiences for fans. For more information, visit