People Moves: Hannah Poferl, Universal Music Group

Universal Music Group (UMG) has appointed Hannah Poferl as its new Chief Data Officer. 

Based in Santa Monica, Hannah will report to Boyd Muir, UMG’s Chief Operating Officer, and lead the company’s global data and analytics strategy.

A thoughtful approach to innovation

A seasoned media, data and editorial executive, Hannah brings nearly 12 years of experience from The New York Times, where she most recently served as the organisation’s first-ever Chief Data Officer. 

In this role, she shaped The Times’ data strategy, blending editorial judgment with advanced analytics to drive audience growth, engagement and innovation. 

Her leadership in integrating data science, audience strategy and applied machine learning helped position The Times as a leading digital-first newsroom. 

Hannah says: “I’m excited to join UMG because of its clear focus on using data and technology in service of artists and artistry at a time when data and technology are playing an increasingly important role. 

“The organisation’s ambitious and thoughtful approach to innovation, including AI, reflects a clarity of purpose and a respect for creativity that I value deeply. 

“Storytelling has been central to my career and music is one of the most powerful storytelling mediums that exists – making this an especially meaningful place to do this work.”

Harnessing data, analytics and AI

At UMG, Hannah will oversee initiatives that leverage data and AI to enhance audience development, superfan engagement and talent discovery. 

Her team will focus on using insights and predictive analytics to strengthen connections between artists, labels and fans, supporting UMG’s operational performance and long-term catalog value across its global portfolio.

Boyd adds: “We are thrilled to welcome Hannah to the UMG team.

“Her exceptional reputation and track record of strategically utilising data, analytics and AI technology to grow, connect and engage audiences with creativity and culture mirrors our own vision for transforming the ways artists and labels can connect with fans. 

“Her unique insight and deep understanding of the creative and commercial aspects of the creative sector dovetail perfectly with our own ambitions to accelerate the role data and technology play in driving our superfan initiatives, direct to consumer platforms and UMG’s business globally.”