Sophie Royston

Sophie Royston is the International Data and Streaming Manager at Universal Music Group (UMG), where she utilizes her extensive experience in data analysis and strategic decision-making to enhance the company's streaming initiatives. She has a robust background in the music and technology sectors, having previously worked as a Senior Label Analyst at Spotify, where she honed her skills in generating insights from data.1

Her career began with roles at Verizon Media (formerly Microsoft Advertising) as an Account Manager and as an Advertising Planner at Microsoft Advertising. This diverse experience has equipped her with a unique skill set that bridges the gap between music, technology, and advertising. Sophie studied Business Administration and Management, which complements her professional endeavors in data management and strategic planning within the music industry.

In her current role at UMG, she is responsible for driving growth and optimizing strategies related to international data and streaming, reflecting her commitment to leveraging data for impactful decision-making in the music landscape.