Mi9 has appointed a new director of product innovation.

Tim Parsons, who joins from entertainment company Quickflix, will be responsible for growing traffic volumes and shaping the audience experience.

Richard McLaren, managing director of data and services at Mi9, said: “As our industry continues on the path to digital convergence, creating new products and experiences that engage users through contagious content across platforms will become more important than ever.

“Tim has a strong entrepreneurial flair with a passionate curiosity for Australia’s digital audience – combined with an established track record for creating and growing successful digital media businesses. We’re excited to see how he will bring the vision for Mi9’s media and product portfolio to life.”

Parsons (pictured) added: “There is real market opportunity with Mi9 and I’m hugely excited by the chance to be part of its transformation at the forefront of digital media in Australia.”

Born in South Australia, Parsons lived in the UK for many years, where in his early career he wrote and presented the BBC2 documentary Cyberpunks & Technophobes in 1993. He holds a PhD in aerospace engineering from London’s Imperial College and he co-founded Mobile Monday Sydney in 2005.