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Fraser MacKenzie Photo by Meaghan Dineen


14 APRIL 2021 (TORONTO, ON)Universal Music Canada (UMC), the country’s leading music company, is pleased to announce Fraser MacKenzie has been promoted to Senior Director, Digital Marketing. An innovative leader in the digital space, MacKenzie finds opportunities to maximize engagement through strategic partnerships that make a global impact to support of the company’s roster of artists.


“Fraser has long been a vital member of our team. He’s an early adopter of new ideas, building campaigns that have our artists at the forefront of the ever-evolving digital space,” said Amy Jeninga, Vice President, Digital Strategy. “He brings an incredibly thorough understanding of artist marketing strategy together with unbridled creativity that is grounded in results. His passion, commitment and leadership make him an instrumental part of our success.”

Working with a wide range of established and emerging partners in the digital space, MacKenzie leads projects across social media platforms, live streaming, e-sports, user-generated-content, video sharing and more. Reporting to Jeninga, he oversees a team of ten responsible for two core pillars of the company’s digital strategy: digital marketing and consumer engagement.    


“With new trends and platforms emerging almost daily, opportunities to integrate music and connect artists with fans around the world are endless. I’m excited to play a role in our continued growth as we work to build global awareness of Canadian talent,” said MacKenzie. “I’m grateful to UMC’s senior leadership for their support, encouragement and willingness to take risks with new ideas – giving me the freedom to creatively explore new opportunities, identify key learnings and double-down to expand on the things that work.”


MacKenzie joined Universal Music Canada in 2009 as a marketing intern, pursuing steady growth with progressive roles across various departments – from catalogue, to marketing, to digital. He’s built his expertise in the digital space with specialized courses in Digital Marketing Management (University of Toronto) and Digital Analytics (University of British Columbia). MacKenzie has been pivotal in a number of significant campaigns and projects at UMC.   

About Universal Music Canada:
Universal Music Canada is Canada’s leading music company, engaged in recorded music, music publishing, merchandising, and audiovisual content. Home to the most comprehensive catalogue of recordings and songs across every musical genre, UMC is committed to artistry, innovation and entrepreneurship in broadening opportunities for our artists on both the domestic and world stages as well as creating new experiences for fans. Universal Music Canada is part of Universal Music Group, the world leader in music-based entertainment.