Atlantic Records UK has announced the promotion of Callum Caulfield to Marketing Director, effective immediately. In this role, he will be responsible for leading the strategic development and execution of campaigns for Atlantic’s rich and diverse roster, home to some of the world’s biggest artists including Ed Sheeran, Jess Glynne, Clean Bandit, twenty one pilots, Rita Ora, Cardi B, Bruno Mars and Anne-Marie.

Caulfield joined Atlantic in 2012 and has held previous roles at the label such as Senior Marketing Manager and Head of Marketing. Among his numerous successes, he has overseen the marketing for Ed Sheeran and Clean Bandit since 2012, along with War on Drugs and others. Caulfield was also key to the ground-breaking 2 single strategy that kicked off Ed Sheeran’s Divide campaign. The album became the third fastest selling of all time in the UK, with worldwide sales in excess of 16 million to date and made Sheeran the IFPI’s biggest selling artist in the world in 2017. The campaign also won Caulfield and Nick Long (Atlantic’s Head of Digital) the Artist Marketing Campaign trophy at this year’s Music Week Awards, an accolade Caulfield and Long previously won in 2015 for Ed Sheeran’s Multiply campaign.

Ben Cook, President, Atlantic Records UK said: “Callum has risen through Atlantic and deservedly so.  His award-winning work with Ed is impossible to ignore but it’s also his work on Bandit and the way he has led our innovative marketing team’s activities right across the roster this year which has inspired this promotion. Atlantic is a tight family and I want to see our staff develop, grow and succeed just as much as I do our artists. Callum’s appointment adds to the growing list of recent internal promotions that sees long term employees progress into senior positions. This is a thoroughly well-earned step forwards for Callum and I’m looking forward to seeing him rise to the challenge of this new role with his trademark passion, drive and love of music and artists.”

This year, Caulfield has led Atlantic's marketing activities, delivering major campaigns for artists such as Jess Glynne, who achieved her second consecutive Number 1 album while also becoming the most successful UK female ever, in terms of Number 1 singles. In addition, Anne-Marie’s Speak Your Mind became the biggest debut album of this year, and twenty one pilots’ were recognised as one of the biggest acts in the world with their album Trench, achieving career high sales of almost 30k in their opening week. The year’s biggest-selling album, The Greatest Showman has seen Callum and the Atlantic marketing team achieve yet another major high point. The project was completely regenerated with innovative and exciting marketing strategies around the release of the Re-Imagined and Singalong formats, both great demonstrations of close collaborations with the Atlantic US team. Callum was also pivotal in delivering #1 singles this year for Rudimental and Clean Bandit.

Caulfield reports to Atlantic’s General Manager, Katie White who commented: “The competition for consumers’ time is fiercer than ever and, with the advancement of tech and the rise of major entertainment platforms, our artists are no longer just competing with other artists but with brands, influencers and attention-grabbing content. With both a data-driven and empathetic understanding of fans, Callum has led the charge in developing our award-winning artist marketing activities to become smarter and more creative and with this new promotion, he will no doubt drive us into a new era of greater personalised marketing and authentic story-telling.”

On his promotion, Callum Caulfield said: “It’s always been about the artists and the teams around them, and I’m very grateful to work with some of the best in the world.  Atlantic UK, spear-headed by Ben Cook, has an ethos of passion and innovation which is reflected in every aspect of the work we do.  As Marketing Director, I look forward to representing these ideals on a wider scale, delivering truly exciting and ground-breaking campaigns and ensuring all the talented members of the Atlantic family - in my team and beyond – continue to benefit from the focus on career development within the label, just as I have.”

Caulfield has worked within major labels for the last twelve years, having previously worked for Columbia and Mercury.