CFO World

Nine appoints new director of innovation and transformation

New recruit will help the media and entertainment company better respond to digital disruption

Nine Entertainment Company has appointed a director of innovation and transformation to help improve its sales division’s ability to embrace digital disruption.

Nathan Birch was most recently in charge of growth and development of digital strategy at Deloitte Digital. Prior to that, he worked in digital, strategy and corporate transformation positions across Australia, the US and the UK for the likes of GE, KPMG and Orange.

“With more than 17 years’experience in strategy, disruptive innovation and transformation projects across multinationals to startups, Nathan offers a truly unique skillset that will help shape the way we embrace disruption and future proof the way we deliver meaningful experience for our commercial partners,”said Nine’s director of innovation, partnerships and experience, Liz Young.

Birch’s appointment comes as Nine shakes up its cross-platform Powered service and product offering with four key areas of expertise: Client strategy and experience; innovation and transformation; creative production; and content partnerships. Melissa Mullins has been appointed director of strategy for the offering.

“We identified the need to bring together experts across a range of disciplines who can work collaboratively to connect brands to consumers through our content and platforms, and importantly, shape the future of what’s next,” Young continued.

“Our focus to support Nine’s sales team with market-leading solutions that add value to marketing teams across Australia remains at the heart of what we stand for.”