Warner Music Central Europe Appoints Nici Ochmann as Head of Culture & Creator Marketing

Warner Music Central Europe appoints former Adidas exec Nici Ochmann as Head of Culture & Creator Marketing

October 1, 2026 By Rafaela Fornitani

Warner Music Central Europe has appointed Nici Ochmann as its Head of Culture & Creator Marketing.

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Based at the company’s Berlin headquarters, Ochmann will lead creator marketing strategy and cultural initiatives to drive social and streaming performance for artists across Germany , Switzerland , and Austria (GSA).

Her appointment, announced on Thursday (October 1) , is effective immediately.

Ochmann joins Warner Music (WM) Central Europe after a 10-year tenure at Adidas , where she most recently served as Global Culture Marketing Cluster Lead for GSA.

> “Niels, Seb, 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 center of lifestyle, fashion, sports, art and culture.” Nici Ochmann

In that role at Adidas , she worked across music, sports, fashion, art, film/TV, streetwear, and subculture.

In the newly created role at WM Central Europe , Ochmann’s remit covers artist- and creator-led partnerships, cross-industry collaborations, and cultural campaigns across GSA .

“Niels, Seb, 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 center of lifestyle, fashion, sports, art and culture,” said Ochmann . “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.”

“Nici brings an invaluable perspective from the lifestyle space, where its culture moves at lightning speed,” said Niels Walboomers , President of Warner Music 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.”

> “Nici brings an invaluable perspective from the lifestyle space, where its culture moves at lightning speed.” Niels Walboomers , Warner Music Central Europe

Walboomers was named President of the expanded WM Central Europe region in October 2025 , when Warner combined its recorded music businesses in Benelux with those in Germany, Switzerland, and Austria.

Those six territories make up the third-largest recorded music market in the world, after the US and Japan , according to WMG , based on IFPI trade revenue figures.

Ochmann’s work at Adidas included collaborations with artists and creators such as 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 .

Jean-Sebastien ‘Seb’ Permal – the “Seb” named in Ochmann ‘s statement – joined WMG from Sony Music in June 2026 as SVP of A&R, EMEA and Central Europe, and is also based in Berlin.

Ochmann’s hire is the latest addition to Warner Music Central Europe ‘s operations in Berlin .

In September 2026 , the division launched Warner Records Germany , a Berlin-based frontline label led by Lea Londa .

Warner Records Germany sits alongside Atlantic Records Germany , the Berlin-based frontline label Warner launched in December 2021 .

The appointment comes amid a series of leadership changes across Warner Music Group ’s international operations.

In the UK , Sonny Takhar was named Chairman and CEO of Warner Music UK & Ireland on Monday (September 28).

Takhar will report to Val Blavatnik , who was confirmed last week as Managing Director of Warner Music North America, UK & Corporate Development .

In Japan , Warner Music has appointed Eitaro Shibasaki as Executive Vice President and Chief Business Officer.

Elsewhere in Europe , Warner Music Group appointed Mateusz Smółka as Managing Director of Warner Music Eastern Europe in September. Music Business Worldwide

_Originally reported by [Music Business Worldwide](https://www.musicbusinessworldwide.com/warner-music-central-europe-appoints-former-adidas-exec-nici-ochmann-as-head-of-culture-creator-marketing/)._