Universal Music U.K. veteran Rob Pascoe has been named General Manager of Virgin EMI after holding senior roles within the imprint’s radio promotions department. In his newly expanded role at the British label, he will also be working with U.S. label teams, including his ongoing work with Def Jam’s artists and repertoire.

Pascoe will report to Virgin EMI President Ted Cockle, who said, “Radio plugging per se has become a smaller percentage of Rob’s daily reality at the label. He is an outstanding all-round executive who has become progressively more influential in the careers of so many of our artists. This promotion is recognition that he is front and centre of so much of the decision-making.”

After starting his career in club promotions at Virgin Records in the mid-1990s, Pascoe joined Mercury Records as a National Radio Executive in 2002, moving up to Senior Radio Manager, Head of Pop & Urban Radio. Following the transition of Mercury to Virgin EMI in 2013, he was named Director of Radio Promotions, reporting to Virgin EMI Promotions Director Bruno Morelli.

Pascoe has become a key member of the U.K. team for globally successful artists including Jay Z, Rihanna, Kanye West, Justin Bieber, The Killers and Fall Out Boy, as well as U.K. signings such as Emeli Sandé,Naughty Boy and Krept & Konan.