Nine has announced the promotion of Lizzie Young to the newly created role of director of innovation, partnerships and customer experience, and the appointment of Melissa Mullins to the role of director of strategy – Powered.

Reinforcing Nine’s focus on delivering innovative client solutions, Young’s new role will involve leading a multi-disciplined team with expertise across powered strategic solutions, content partnerships, production and creative services, trade marketing, and a newly created team leading innovation and customer experience.

Reporting to Young, Melissa Mullins joins Nine from media agency Initiative where she held the role of national strategy director. In her new role Mullins will lead Powered – Nine’s national strategic client solutions team.

Michael Stephenson, Nine Entertainment Co.’s chief sales officer, said, “Lizzie, Melissa and everyone in this new team have a unique opportunity to unlock the power of our platforms, to innovate and be truly disruptive in creating amazing opportunities for brands that deliver real business results using new business models.”

Young added, “This is a new structure for the future. It enables us to deliver expertise across a wide range of disciplines closely aligned to our content creation teams, leveraging the scale of our entire distribution platform.

“It is an evolution in the way we work with brands to develop meaningful connections for them with our audience. Melissa is a highly regarded strategist who will no doubt deliver outstanding insights for our client solutions and planning processes.”