UMG Nashville Expands Marketing Department

Universal Music Group Nashville’s marketing department has expanded, with two promotions and three new team members.

Tony Grotticelli

Tony Grotticelli

Tony Grotticelli has been promoted to Sr. Director, Digital Development & Analytics, and Annie Ortmeier has been promoted to Sr. Director, Streaming & Digital Marketing.

New members include Candice Watkins as Senior Director, Marketing; Heather Vassar as Coordinator, Digital Marketing and Rachel Clogston as Coordinator, Streaming & Digital Marketing.

On the growth within the marketing department UMG Nashville President Cindy Mabe says, “I love that music marketing is always evolving and changing. I am so proud and excited to watch our company grow while building the digital infrastructure for the next generation of music marketing and music discovery. There is so much knowledge, power and direct connection with the fans, now more than any time in history. I am honored to have Annie and Tony at the helm of building our streaming strategy, analytics and digital development teams along with the additions of Rachel and Heather. I have huge aspirations and goals for this team and our artists. As the growth of streaming continues to bring in new audiences and create new opportunities for music, we want to stay on the forefront of that strategy and integrate it across everything we do as marketers.”

Annie Ortmeier

Annie Ortmeier

“Additionally, I am really excited to announce that Candice Watkins will join our marketing team. She is a world class talent whom I have long admired and wanted to have on my team. I have been in the trenches with her at a few points in her career and her work ethic, strong leadership skills, desire to continuously learn and grow, as well as, her strong sense of team defines her character. She will add such a strong presence and dynamic to our skilled marketing team.”

Grotticelli’s previous career stops include TOGA Entertainment, Lytle Management Group and Capitol Records Nashville. In 2011, Grotticelli joined UMG Nashville as a Manager of Digital Marketing where he oversaw social media and digital marketing strategies for the artist roster. Grotticelli will now oversee digital development and analytics focusing on digital advertising, development partners, platform development and e-commerce.

Candice Watkins

Candice Watkins

Ortmeier previously worked at CMT, Ticketmaster and Big Machine. Ortmeier joined UMG Nashville in 2013 as Director of Digital Marketing where she oversaw digital partner relationships including all audio and video streaming services. Ortmeier’s current role includes expanding UMG Nashville’s relationships and daily streaming involvement across their diverse roster of artists with partners that include Spotify, Soundcloud, Pandora, Napster, Deezer, Slacker and Tidal.

Watkins moved to Nashville after college to work at Red Light Management. Her other previous career stops include the mobile marketing and promotion company Mozes, Inc, Borman Entertainment, Martingale Entertainment, LLC and her own company First22, a management company for pastors, speakers and worship leaders. In her new role with UMGN, Candice will oversee the label group’s day-to-day artist development and marketing efforts for Dierks Bentley, Shania Twain, Mickey Guyton, Kip Moore, The Band Perry, Vince Gill, Lauren Alaina, Easton Corbin and Brothers Osborne.

Vassar joins UMG Nashville from her role as a Corporate Strategist at Boothe, Vassar & Company. She previously interned in the digital department for a year and then transitioned into a full-time role. Vassar recently graduated from the Jack C. Massey Graduate School of Business with a Master’s degree in Business Administration.

Clogston joins UMG Nashville after her recent graduation from Belmont University. Clogston’s background includes internships at Hollywire, CMA, The Bobby Bones Show and Warner Music Nashville.

Heather Vassar

Heather Vassar

Rachel Clogston

Rachel Clogston

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About the Author

Jessica Nicholson serves as the Managing Editor for MusicRow magazine. Her previous music journalism experience includes work with Country Weekly magazine and Contemporary Christian Music (CCM) magazine. She holds a BBA degree in Music Business and Marketing from Belmont University. She welcomes your feedback at [email protected]

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