Richelle Parham, an accomplished consumer marketing, strategy, and commerce executive—has been appointed as Universal Music Group’s (UMG) President of Global E-Commerce and Business Development. UMG is reportedly the world leader in music-based entertainment. Parham will oversee the company’s global e-commerce strategy and business development across the company’s iconic labels, music publishing company, operating units and territories, in this newly created role. Parham’s appointment is effective June 2.
“Richelle’s proven leadership and expertise in consumer marketing, audience growth, business development and direct-to-consumer initiatives will be a valuable resource for our artists and drive our vision of a holistic fan-centric program that complements our partner platforms,” UMG Chairman and CEO Sir Lucian Grainge said in a statement.
Parham said she was honored to join UMG. She possesses over 25 years of experience working in leadership roles in companies such as previously serving as chief marketing officer of eBay, and head of Global Marketing Services at Visa Inc Visa. Additionally, Parham served as Managing Director, leading investments in the consumer experience economy, for a firm called West River Group.
Who inspired Parham’s path as a female powerhouse? As a guest on the Potential to Powerhouse: Success Secrets for Women Entrepreneurs’ podcast, Parham said that she was an only child with a big extended family. She attended Bryn Mawr School—which is a private girls school located in Baltimore, Maryland. Parham specifically noted that she was reared by a single mother who was instrumental in who she is today, particularly as a professional woman.
“I got to watch my mom in action as the boss which was probably really empowering for me. The other thing was my mom is a cemetarian and so that’s a tough industry and one of the things that she does so well just cares for families in their toughest, toughest time,” Parham said. “And so that’s, I think, how I learned this notion of customer service and how do you really understand what your customers going through and really help them through it.”
In a Future of StoryTelling interview about the rise of e-commerce, Parham mentioned the importance of connecting with customers.
“In a world where we don’t always see our customer, it really is about paying attention and listening. That’s where the story comes in, because we want the technology as the foundation that gets you from the moment you enter to the time you exit, but it’s actually the story that helps to connect you and engage you and is often the reason you continue to come back,” Parham said.