Universal Music Group Names Hannah Poferl As Chief Data Officer

Universal Music Group (UMG) has strengthened its global leadership bench with the appointment of Hannah Poferl as Chief Data Officer, effective immediately. Based in Santa Monica, Poferl will report to Boyd Muir, UMG’s Chief Operating Officer, and lead the company’s worldwide data and analytics agenda.

Poferl joins UMG after a nearly 12-year tenure at The New York Times, where she played a pivotal role at the intersection of data, audience strategy and editorial innovation. Most recently, she served as the publication’s first-ever Chief Data Officer, alongside her responsibilities as Head of Audience and Assistant Managing Editor.

At UMG, Poferl will be tasked with shaping and executing a global data strategy that spans audience development, fan engagement and commercial performance. A key focus of her role will be the application of data science and artificial intelligence to deepen fan relationships, support talent discovery and unlock new value across UMG’s recorded music catalogue. She will also contribute to operational strategy across the company’s international markets.

Announcing the appointment, Boyd Muir said Poferl brings a rare blend of data expertise and creative-industry experience, underlining UMG’s ambition to further embed data-driven decision-making into its fan engagement and direct-to-consumer initiatives.

Poferl said UMG’s artist-first approach to technology and data was central to her decision to join the company. Highlighting the growing influence of data and AI across culture and media, she described music as one of the most powerful forms of storytelling,one where insights can meaningfully amplify creative impact without diluting it.

During her time at The New York Times, Poferl led enterprise-wide data strategy and built advanced newsroom analytics systems that connected editorial decision-making with real-time audience insights. She also oversaw the development of machine learning tools and platform capabilities designed to scale audience growth across digital products.

Her remit at the Times included managing teams of more than 200 professionals across data, insights and audience functions, while contributing to broader enterprise strategy, innovation initiatives, data-led acquisitions and major editorial restructuring efforts.

Poferl joined The New York Times in 2014 and held several senior leadership roles, including Associate Managing Editor, Director of Newsroom Strategy, Deputy Editor, and Senior Manager for Newsroom Analytics. She holds a Bachelor of Arts degree, summa cum laude, from the University of St. Thomas, Minnesota.

UMG said the appointment underscores its continued investment in data, analytics and technology as central pillars of its global growth strategy,particularly as the company deepens its focus on fan-centric, data-enabled music experiences.