Australian label and media executive Cameron Farrelly has landed a high-flying role with Spotify in New York City.

Farrelly joins the streaming giant as global creative director, where he will lead the creative vision for artist and music marketing and develop campaigns, activation and original intellectual property that “the world will obsess about.” The news was first reported by MBW.

The Brisbane-raised exec brings a wealth of international experience to the role. Prior to joining Spotify, Farrelly served in key positions with Vice Media in Brooklyn, rising to chief creative officer of its creative agency Virtue Worldwide, where he worked with such clients as Beats and Google.

And before that, he served with Universal Music Australia in Sydney for two-and-a-half years, initially as brand partnerships director until his promotion in June 2015 to executive creative director.

Image of a person using the Spotify app

Farrelly relocated to London in the early noughts to take up the role as brand manager with Mambo Australia, after completing a BA at QUT in Brisbane.

Spotify has been hitting its targets of late. In April, as the digital music firm celebrated its first anniversary since listing on the New York Stock Exchange, Spotify announced it had raced past 100 million premium subscribers worldwide, coupled with a better-than-expected gain in Q1 revenue.

In March, Spotify claimed 217 million monthly active users, up from 173 million in the corresponding period last year.