The transformation of Warner Bros. Records U.K. into a proper frontline label has been further bolstered by the promotion of marketing exec Jennifer Ivory to General Manager after success with Dua Lipa and Royal Blood. She reports to label President Phil Christie.

Ivory joined Warner Music in 2009 and was named VP, Marketing, for Warner Bros. in 2014. She previously worked at Sanctuary for eight years where she helped start the frontline record label as VP, Marketing.

Over the last 18 months, Ivory has directed marketing campaigns that have seen Dua Lipa become the most-streamed female artist of 2017 and Royal Blood land their second consecutive U.K. #1 album. She also ran marketing efforts behind the return of Liam Gallagher, which saw his debut solo album finish ninth on the list of 2017’s biggest sellers. In her role, she will continue to steer artist marketing as well as digital and creative content.

“Warner Bros. Records U.K. continues to evolve at an exciting pace. In part that’s thanks to Jen’s innovative approach to marketing and I’m pleased to recognise her work with this well-deserved promotion,” Christie said. “She’s been a driving force behind Warner Bros. marketing for a number of years, bringing important cultural moments, creativity and ambition to every campaign, as well as some impressive results for our artists.”

In addition, Sebastian Simone has been named Head of Digital Strategy for the label, responsible for advising on digital and social marketing for artists. Simone continues to report into Ivory.