MUMBAI: Universal Music Group (UMG) has elevated Deborah Hyacinth to the post of SVP digital marketing innovation. She will report to UMG's marketing president Andrew Kronfeld and will be based in London.

In her new role, she will guide the development and implementation of innovative digital marketing strategies for Universal Music Group's artists and labels around the world.

Hyacinth said, "Music continues to be at the forefront of digital innovation and I am thrilled to be part of a team at Universal Music Group that has the vision and ambition to build on our leadership position and deliver ever more powerful marketing strategies and tools for our artists."

Kronfeld said, "Deborah and her team have developed skills and capabilities that are right at the heart of our marketing campaigns all around the world. In Deborah we have an executive who is a leader in finding and building on the intersection of marketing, innovation, technology and creativity and I am delighted she is taking on this expanded role."

Hyacinth joined the company as VP international digital marketing in 2011. She has built set of products and has launched digital campaigns across social media. She has been looking after digital advertising and music streaming and developing successful new applications for rapidly evolving technologies. She was even responsible for series of digital initiatives for successful international artists including the Rolling Stones, Avicii, 5 Seconds of Summer, Ariana Grande, Sam Smith, Imagine Dragons and many others.

Previously, she was associated EMI Music, Reuters and HMV among others.