Universal Music UK, Senior VP, Strategic Marketing & Partnerships
Sarah Desmond
Universal Music UK, Senior VP, Strategic Marketing & Partnerships
Sarah is Senior Vice President, Strategic Marketing & Partnerships, and leads the brand partnerships team within Universal.  Her remit includes working with a range of external partners including brands and agencies to develop a brand partnership strategy for Universal Music’s artists.  Working across all of the labels within UMG, Sarah’s role includes:
  • Ambassador deals for Global artists
E.g. MasterCard Priceless (Ellie Goulding & Mary J Blige), Rihanna & Renault, Emeli Sande & Jaguar, Melody Gardot & Piaget, Ellie Goulding & Deichmann
  • Long-term music strategy for brands
HP Lounge, American Airlines, On Track with SEAT, McArthur Glen
  • Develop product placement strategy for UK business – securing long term placement partners: BMW Group, Puma, Bulgari, Nokia, Citroen.
  • Secure/Activate brand partnerships for Abbey Road Studios, ULIVE festivals, Fused and all other UMG owned properties.
Sarah began her career in RTE Cork working on the infamous No Disco.  She then moved onto the live music space where she worked as talent booker, promoter and head of entertainment at both the Savoy Theatre Cork and Gaiety Theatre Dublin.  Sarah co promoted the teenage hip hop phenonenon that was Jam Junior with Stevie G for a number of years. Sarah has worked at Universal Music since 2009 and heads up the UKs Brand Partnerships team With over 17 years experience in creating Brand Entertainment campaigns, she has a strong background in partnerships, broadcast, talent rights and event production, combining a solid network of industry contacts and experience with global brands crossing the Music, Media and Entertainment industries.