Universal Music Group has appointed Kayla Schmandt to the role of Vice President, Digital Strategy, Africa, Middle East, and Asia (AMEA), effective from July 1, 2025.
In this role, Schmandt will report to Adam Granite, CEO of UMG AMEA, and will be based out of UMG’s London office.
Her remit is to help build, shape and implement UMG’s AMEA digital and commercial strategy, including the areas of e-Commerce and CRM.
Schmandt will draw on her expertise from her previous role as VP Commercial Affairs, where she “assessed market trends, identified potential new revenue streams, and analysed untapped venture opportunities.”
Commenting on her role, Kayla Schmandt said: “I’m excited to be joining Adam and the wider AMEA team at such a pivotal moment for our regions.
“The cultural richness and creative energy of our markets is driving new growth opportunities for artists and fans alike – and it’s a real privilege to support that evolution through digital innovation.”
Added Schmandt: “I’m looking forward to learning from our brilliant local teams and helping to build strategic partnerships that bring our artists even closer to their audiences.”
“The cultural richness and creative energy of our markets is driving new growth opportunities for artists and fans alike – and it’s a real privilege to support that evolution through digital innovation.”
Kayla Schmandt, Universal Music Group
Adam Granite, CEO of UMG AMEA, said: “We’re delighted to have Kayla joining the team at this important moment in our growth.”
“We’re delighted to have Kayla joining the team at this important moment in our growth.”
Adam Granite, Universal Music Group
Added Granite: “Her experience analysing the market for new commercial opportunities, and the strength of her international network make her a valuable addition to the team.
“Our digital market strategy continues to be an important driver of our success, and Kayla’s expertise and track record to date makes her the perfect candidate to help us navigate this next phase of our growth.”
