Caroline Dollimore is taking her publicity skills to Atlantic Records where she will partake in daily group hugs with Atlantic GM Mark Mitchell, left, and Atlantic Records U.K. President Ben Cook.

Sam Smith’s publicity guru Caroline Dollimore has joined Ben Cook’s Atlantic Records U.K. in the newly created position of Director of Publicity after nine years at Purple PR, reporting to GM Mark Mitchell.

In her new role, Dollimore will oversee the strategic direction for all artist publicity campaigns on Atlantic’s roster, ensuring a fully integrated approach across all communications platforms.

She was previously Head of Entertainment at Purple PR where she was instrumental in executing the campaign for Smith, securing the deal that made him first ever male artist to be face of Balenciaga under Alexander Wang’s creative direction. In addition, Dollimore was responsible for curating coverage for Sia, Diplo and Major Lazer and Rita Ora. Purple also reps Beyoncé, Lana Del Rey and Adele.

“I’m confident that with her help the team will deliver ever more captivating content across all platforms for our broad roster of exceptional talent,” Cook said.

Mitchell added, “Caroline is culturally astute and has the drive and experience to evolve the way we talk to fans.”

Prior to Purple, Dollimore spent five years at Universal Music where she worked on the burgeoning career of Rihanna, as well as many other acts on the Def Jam roster.