UMG CFO Boyd Muir and EVP Michele Anthony have issued an internal memo detailing a reshaping of the company’s commercial functions in the U.S. Distribution wing UMGD will cease to exist as a freestanding entity, with teams supervising the various functions incorporated into the UMG structure—reporting to Anthony except where noted below.

Candace Berry, who has headed sales and distribution since 2010, steps up to the newly created post EVP of Sales, overseeing Account Management, Account Analysis, Sales Admin and Label Relations, while EVP Biz Dev & Partnerships Mike Tunnicliffe rides herd on brand partnerships and Cynthia Sexton is upped to EVP Partnership Content.

The other team leaders, noted below, will handle Consumer Engagement, College & Lifestyle Marketing, Data & Analytics, Commercial Services Administration and CRM & Insights.

The complete memo appears below.

Dear Colleagues,

As we’ve said many times before, we must periodically reshape ourselves – not simply to keep apace of market changes and stay ahead of our competitors, but more importantly, to grow the business for our artists, labels, employees and everyone whose livelihood relies on creating commercial opportunities around music.

In that spirit of constant evolution, today we’re making changes to our central U.S. commercial functions in order to provide the most effective and innovative services to our labels and artists. These changes are based on the understanding that we need to create even stronger ties between our centralized teams and labels in order to make sure that all of the work being done at the center has direct and measurable impact in supporting our labels and artists.

We are announcing a series of updates to our organizational structure and the addition of some highly talented executives to our management team. This represents both a continuation of the work we began at our U.S. commercial operations last year, as well as a fundamental shift in our structure.

Going forward, our centralized sales and distribution function will not be defined as “UMGD” or limited to the role of “sales and distribution” but rather will be reorganized into teams based on much broader areas of commercial expertise. The result will mean a whole new offering of services to our labels that will solidify our position as the industry’s most progressive and innovative home for artists for many years to come.

Please see below the full spectrum of services, how they are to be structured and who will lead each of the organization’s core teams. The following executives will report to Michele Anthony unless otherwise noted.

Sales: Candace Berry. Since 2010, Candace has led UMG’s sales and distribution to extraordinarily results. Going forward Candace will continue her industry-leading work as our EVP of Sales working with both digital and physical accounts in even closer alignment with our labels. Candace will oversee Account Management, Account Analysis, Sales Admin, and Label Relations.

Brand Partnerships: Mike Tunnicliffe. Earlier this year Mike was named Executive Vice President, Business Development & Partnerships, U.S., and oversees new business activity for UMG related to brand partnerships, strategic marketing alliances and marketing programs for advertisers. In this capacity, Mike will oversee brand partnership efforts that were previously within UMGD and UMe.

Partnership Content: Cynthia Sexton. Cynthia, who previously served as EVP of Brand Partnerships & Licensing for the East Coast labels, has been promoted to EVP, Partnership Content. In this new role she will work with third parties and on special projects in maximizing opportunities for UMG artists and their content in partnership with all of our labels.

College & Lifestyle Marketing: Todd Goodwin. Todd has been appointed VP College & Lifestyle Marketing for UMG. Effective April 27, Todd will join us from Sony Music where he served as Associate Director of College & Alternative Marketing. Based in New York, Todd will be leading UMG’s college marketing efforts, working hand-in-hand with our labels to enhance and build UMG’s overall marketing services strategy.

Integrated Rights: Christine Webby. In the newly created position of SVP, Artist & Label Integrated Rights, Chris will work with our U.S. labels and artists to help secure and maximize the value of ancillary rights (merchandising, touring, branding, etc.) and help coordinate non-recorded music operations with the company’s business units. She will be based in Santa Monica and report to Michele Anthony and Jason Gallien. She joins us from Warner Music Group, where she was most recently head of Artist Partnerships at Atlantic Records.

Consumer Engagement: Peter Sinclair. Peter Sinclair has been named to the new position of SVP, Consumer Engagement, where he will significantly expand the company’s existing direct-to-consumer and ecommerce operations into a consumer engagement business focused on developing unique and compelling consumer-driven offerings, and building broader and deeper connections between artists and their fans. Peter and his team will work closely with our U.S. businesses to enhance commercial opportunities by developing additional consumer products and experiences, and by engaging fans via mobile, online, social and other interactive and direct to consumer platforms.

He will be based in Santa Monica and report to Michele Anthony and Tom Bennett, CEO of Bravado. He joins UMG with more than 12 years of senior executive experience in interactive marketing and consumer insights. Most recently, he was head of marketing at ScoreBig.com, a Los Angeles-based start-up.

Data & Analytics: Jason Kleve. Jason, who is our Vice President of Data & Analytics, will continue to oversee our Data and Analytics team, reporting to Boyd Muir.

Commercial Services Administration: Mavis Takemoto. As EVP of Commercial Services Administration, Mavis will oversee administration of our U.S. commercial services, including Creative Services.

CRM & Insights: Angela Sanchez and Alisa Olander. As VP of CRM and VP of Insights respectively, Angela and Alisa will further our efforts to build upon and integrate consumer and artist data. Angela will continue to manage the U.S. CRM efforts and Alisa will continue to oversee U.S. insight initiatives.

This carefully considered approach to our business is an important building block for our future and will insure our leadership for years to come.

Thank you for all you do to help drive our success.

Boyd and Michele