Phebe Hunnicutt has been appointed to the newly created role of SVP, Warner Recorded Music. She joins from subscription-based streaming service, hayu.

Reporting to Simon Robson, President, International at Warner Recorded Music, Hunnicutt will help drive the evolution and innovation of Warner Music internationally.

Hunnicutt, Robson, said, “combines invaluable international experience in the fast-changing media sector with a passion for music, so is a perfect fit for this role.”

She will work closely with WMG’s business development team, as well as division, label and territory heads across the business.

At hayu, Hunnicutt led global expansion projects, new territory launches, and commercial strategy to drive subscriber growth in established markets. She started in the media industry in the U.S., working in editorial roles for fashion magazines and websites such as O The Oprah Magazine and StyleList.com.

Hunnicutt moved to London to help launch AOL’s MyDaily.com and The Huffington Post, where she served as Managing Editor, before becoming Digital Director at ELLE UK and then Director of Content and Editorial at Hearst Magazines International.