UMG Hires Former eBay Exec Richelle Parham to Lead Global D2C Efforts

Richelle Parham

Former eBay executive Richelle Parham enters the music industry with Universal Music Group, where she will advance the company’s direct-to-consumer strategy.

As UMG's president of global e-commerce & business development, Parham will oversee the music major’s global e-commerce strategy and business development across its labels, music publishing, operating units and territories, with effect from June 2.

In this newly-created position, Parham is based in Santa Monica and will report to UMG chairman and CEO Lucian Grainge. “We are very pleased to have Richelle join our stellar leadership team, where she will play a key role in advancing our global strategy,” Grainge comments. “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.”

Parham’s appointment is considered significant in several ways. As the ex-CMO of eBay, she has a deep knowledge of the platforms and methods that are facilitating online sales. In recent years, she has worked with private equity firms investing in e-commerce start-ups.

Parham joins UMG from WestRiver Group, where she was managing director, leading investments in the consumer experience economy, and she has served on the board of Best Buy, e.l.f. Beauty, LabCorp and, until recently, Scripps Network Interactive.

UMG possesses "an incredibly talented leadership team, a global footprint, iconic labels and publishing company, as well as other music businesses," she explains in a statement. "Together these elements form an unparalleled opportunity for a consumer-demand-driven e-commerce business that goes far beyond traditional distribution channels to create important revenue streams, while forging meaningful and impactful bonds between artists and fans."

Parham has spoken extensively about the importance of diversity for business and has been honored for her executive talents in such titles as Black Enterprise, Fast Company, Forbes and elsewhere.