BMG has appointed Celine Joshua to the newly created role of executive vice president of global marketing, putting the industry veteran in charge of the company’s marketing strategy and operations across its 20 offices worldwide. The Los Angeles-based leader reports directly to BMG CEO Thomas Coesfeld, who late last year unveiled a “local where necessary, global where possible” strategy that shifted much of its recorded music division into global roles.

“These recent changes further enhance our ability to deliver top-tier service to our artists and songwriters on a global scale, and we’re excited to have Celine at the helm of our marketing team,” Coesfeld said in announcing Joshua’s hiring. “Her sharp digital acumen and artistic instincts will be invaluable in identifying innovative commercial opportunities for our artists, songwriters and music catalog.”

Joshua started her career as a music-tech futurist — her first industry job was in Warner Music’s IT department before shifting to e-commerce roles in the company’s catalog division, Rhino Entertainment. From there, she was a top digital executive at Disney Music, where she worked across Hollywood Records and Walt Disney Records, and then on to Sony Music, where she was senior vp of digital for nearly five years.

In 2018, Joshua joined Universal Music Group as GM of commercial content and artist strategy and quickly formed her own Web3-focused label — called 10:22PM because that’s when she thought of it one night. The joint venture, touted as the first Web3-based imprint at a major label, was tasked with signing and developing not just recording artists, but also social media influencers and digital creators with a focus on “advancing new forms of storytelling.” 10:22PM arguably made its biggest splash by creating KINGSHIP, a first-of-its-kind virtual act made up of Bored Ape Yacht Club NFT characters.

During a five-year tenure at UMG, where she rose to evp of commercial innovation and artist strategy, Joshua also worked on projects with a diverse slate of major artists including Taylor Swift, The Weeknd, Sam Smith, Snoop Dogg, Elton John and others.

Joshua is a repeat–honoree in Billboard’s annual list of high-achieving women and she cracked the top 40 of the Power 100 in 2019.

“I’m honored to join BMG at such a pivotal time in the music industry and to work across BMG’s artist roster to create exciting ways for them to connect with fans around the world,” said Josua. “I’m thankful to Thomas for this opportunity and I’m looking forward to working with the BMG team.”