Warner Music (WM) Central Europe has hired Nici Ochmann as its head of culture & creator marketing.
Based out of the company's Berlin headquarters, Ochmann will lead the creator marketing strategy and cultural initiatives to drive social and streaming performance for artists in GSA.
Ochmann moves to WM Central Europe following a decade at Adidas, where she most recently served as global culture marketing cluster lead for GSA, working across music, sports, fashion, art, film/TV, streetwear, and subculture.
In the newly created role, Ochmann will shape Warner Music Central Europe’s culture & creator marketing strategy in GSA by "developing artist and creator-led partnerships and campaigns, authentic cross-industry collaborations, and digital-first cultural narratives".
Nici brings an invaluable perspective from the lifestyle space, where its culture moves at lightning speed
Niels Walboomers, WM Central Europe
In addition, she will build "high-impact" partnerships with domestic and international artists and creators who are in GSA, "leveraging creator channels, strategic consulting and connections across relevant cultural ecosystems".
"Nici brings an invaluable perspective from the lifestyle space, where its culture moves at lightning speed," said
Niels Walboomers, president, WM Central Europe. "Her ability to bridge brand narrative with creator dynamics makes her the perfect fit for our vision of the company and will play a vital role in ensuring our artists stay at the bleeding edge of fan connection."
At Adidas, Ochmann worked with a roster of talent including BHZ, Capital Bra, Caro Daur, Chelo, Emilio Sakraya, Juju, Linkin Park, Marlon Hoffstadt, Nina Chuba, Patrick Mason, RIN, Shirin David, Ski Aggu, Soho Bani, and Zartmann, among others.
"Niels, Seb [Jean-Sebastien Permal, SVP of A&R, EMEA], and the team show commitment to reimagining what a modern music company looks like, as music doesn’t exist in a vacuum, it sits at the centre of lifestyle, fashion, sports, art and culture," she said. "I look forward to building on that vision, empowering our artists to lead conversations across culture and communities, and creating meaningful connections with creators and influential cultural networks.”
