BMG has announced the appointment of industry leader Celine Joshua to Executive Vice President, Global Marketing. Based in Los Angeles and reporting to BMG CEO Thomas Coesfeld, Joshua will oversee the company’s marketing strategy and operations across its 20 offices worldwide, with divisional responsibility for the Digital Marketing, Content, Consumer Insights & Analytics, and Marketing Operations teams.

The newly created position serves as the latest iteration of the “Local Where Necessary, Global Where Possible” approach of the BMG Next Strategy and complements the recent organizational restructurings of the US Frontline Recorded Music and Global Catalog businesses.

Coesfeld said, “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. Her sharp digital acumen and artistic instincts will be invaluable in identifying innovative commercial opportunities for our artists, songwriters and music catalog.”

Joshua joins BMG from Universal Music Group (UMG) where she previously served as Executive Vice President of Commercial Innovation & Artist Strategy, working with UMG’s global recordings business to maximize commercial opportunities, promote product innovation and implement strategies for new and developing artists. In this role, she worked with top talent, such as Taylor Swift, Queen, Sam Smith, Elton John, Snoop Dog, The Weeknd, Shawn Mendes, Yungblud, and ABBA, among many others.

Joshua said, “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. I’m thankful to Thomas for this opportunity and I’m looking forward to working with the BMG team.”

Joshua began her career in the music industry at Warner Music Group in the IT department before transitioning to a global e-commerce position at the company’s catalog division, Rhino Entertainment. She then joined Disney Music as Head of Digital, working across Hollywood Records, Walt Disney Records and the company’s film studios and consumer products division, driving campaigns for Selena Gomez, Demi Lovato and The Avengers franchise, among others.

Joshua later joined Sony Music Entertainment as Senior Vice President, managing digital sales across the company’s labels. She later transitioned to Epic Records, where she oversaw all facets of commerce and strategy for several prominent artists and social influencers including 21 Savage, Future, Travis Scott, DJ Khaled, Fifth Harmony, Yo Gotti, and Camila Cabello.

During her career, Joshua has been widely recognized for her industry leadership by several publications including Billboard, where she has been regularly recognized on the Billboard Power 100 and Billboard Women in Music lists, as well as Variety’s Women’s Impact Report. Joshua holds an MBA from the University of Southern California’s Marshall School of Business.