Guardian Australia has today announced the appointment of Aaron Michie to the role of director of its commercial branded content division, Guardian Labs.

Michie, previously chief innovation officer at ZenithOptimedia, has joined Guardian Australia. He brings extensive strategic experience in digital and advertising and will play a key role in expanding the offering in Australia.

Michiewill be responsible for growing revenues and overseeing content delivery in Australia. He will report directly into Guardian Australia’s managing director, Ian McClelland, and will also work closely with Anna Watkins, managing director of Guardian Labs in the UK.

McClelland said: “Aaron is an excellent hire for us and we are excited to have him on-board. He is an industry leader and brings extensive agency experience across multiple disciplines, which will be vital as we continue to develop market-leading solutions for our clients.”

Michie said: “I’ve long admired the Guardian and am incredibly proud to join such a talented team. I’m really looking forward to working with everyone on growing the business and making Guardian Labs a market leader in innovative and effective brand partnerships.”