Warner Music’s Parlophone revival is underway in the U.K. with Co-President Mark Mitchell making his first hire since taking the helm, tapping Jack Melhuish as Director of Marketing, Strategy & Partnerships. The duo previously worked together at Atlantic before Melhuish spent over three years at UMG imprint Polydor.

In his new role, Melhuish will have responsibility for all creative marketing and strategy across the label, building both individual artist and label-specific campaigns. Moving away from pure paid-for marketing mechanics, he will put greater emphasis on disruptive execution, content and influencer marketing, and co-operative strategies with brand and media partners.

As Marketing Director at Polydor, Melhuish worked on campaigns for The 1975, Lana Del Rey, Haim, Kendrick Lamar, James Blake, Michael Kiwanuka and others. Prior to UMG, he held Digital Director and Marketing Director positions at Atlantic Records until 2014, where Mitchell was General Manager, working with Ed Sheeran, Bruno Mars, Clean Bandit, Rudimental and Paolo Nutini.

“During our time together at Atlantic, we broke a number of huge U.K. artists, so I’m incredibly excited to be back working with Jack,” Mitchell said. “His recent work has continued that success and seen him really develop a truly progressive approach to marketing artists. He totally gets the level of disruption, speed and cross channel engagement that’s required nowadays.”

Melhuish added: “Both brands and fans want greater access to artists than ever before. Our focus will be to blend all traditional and non-traditional channels to our advantage and work creatively and flexibly with both established partners and the wealth of new and exciting avenues that are available to our acts.”