Universal Music Enterprises has tapped respected marketing exec Katina Bynum for the newly created position of Executive Vice President of East Coast Labels, Urban. The New York-based veteran was recently SVP Marketing at CMYM/Republic.

Bynum, who’ll report to UMe President/CEO Bruce Resnikoff, will work with UMe’s senior management team and senior leadership at Republic, Island and Def Jam to develop strategic initiatives across the labels’ urban-music roster. Additionally, she’ll support Cash Money and the label’s artist roster.

“At UMe, we’re committed to artists and their rich musical history,” Resnikoff said. “Our goal is to develop and foster relationships that allow us to work in sync with their vision as we continue to innovate and strategically lead the industry into new ways to consume music. Katina’s expertise, talent, long-term relationships with artists and managers and innovative spirit will be key to collaborating with our labels and artists to deliver music, merchandise and new fan experiences.”

“This role gives me an opportunity to work with artists I’ve known for years, as well as build relationships with some of my musical heroes to help introduce their amazing legacies to new audiences,” Bynum offered. “I’m looking forward to working closely with Bruce and the incredible UMe team.”

Bynum has spent more than 20 years at the company, working with Lil Wayne, Nicki Minaj, Drake and others. Prior to joining UMG in 1996, she managed the Apollo Theater.