Nine has announced the promotion of Lizzie Young (pictured) to the newly-created role of group content strategy director.

Nine CEO Hugh Marks said Young would be charged with driving the company’s approach to the distribution and commercialisation of its content assets across all the platforms now available to it as a business.

“The facts are that Australians are consuming more television content than ever before,” he said.

“However, as audiences change the way they consume our content, we too need to continue to innovate how we both create, and distribute, the unique premium Australian content that we invest more than $700 million every year on.

“Lizzie has played a key role at Nine over the past eight years, which has helped us bridge the gap between content and our commercial partners. She has the background across both our content and sales divisions to help drive not only greater effectiveness in our current business model, but also how we innovate the way we create, distribute and commercialise our content assets to adapt with changing audience behaviour.”

Young said she was excited about her new role and the challenge of finding new ways to engage both audiences and advertisers.

“We must innovate how and where we deliver our content,” she said. “In a fragmenting media landscape, we have to work harder to grab consumer attention. Nine must continue to be at the forefront of our audience’s mind, and when they come to us, we must deliver them an amazing experience.”