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Universal Music Group has appointed longtime New York Times executive Hannah Poferl as its new Chief Data Officer, underscoring the company’s push to deepen fan engagement through data, analytics, and AI.`
Effective immediately, Poferl will be based in Santa Monica and report to UMG Chief Operating Officer Boyd Muir. She will oversee the company’s global data and analytics operations, with a role that spans audience development, talent discovery, and the rollout of data-driven tools designed to support UMG’s expanding superfan and direct-to-consumer initiatives.
UMG said Poferl’s role will focus on using data and artificial intelligence to strengthen the connection between artists, labels, and fans, while also improving operational performance across the company’s global businesses.
Muir described Poferl as a natural fit for UMG’s growth, citing her experience using data and technology to drive audience growth at the intersection of creativity and commerce. Elaborating, he continued to say her background aligns closely with UMG’s goal of embedding data more deeply into how artists are discovered, developed, and marketed worldwide.
Poferl joins UMG from The New York Times, where she served as Chief Data Officer since 2021. During her tenure, she led a team of roughly 200 and helped drive major data-led transformations across editorial and audience strategy, contributing to the publication’s strong digital performance relative to peers. Her nearly 12 years at the Times included senior roles spanning newsroom strategy, analytics, and editorial leadership.
In a statement, Poferl said UMG’s approach to innovation, particularly around AI, stood out for its emphasis on serving artists and creativity rather than replacing them, adding that music’s role as a powerful storytelling medium made the move especially meaningful.
The appointment follows a string of senior hires at UMG as the company refreshes its executive bench. Earlier this month, former Warner Music Group communications chief James Steven was named EVP and Chief Communications Officer, while recent years have also seen the arrivals of CFO Matt Ellis and Muir himself in the COO role.
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