Big Machine director of national promotion and new media John Zarling has been promoted to the newly-created position of senior director of new media and national promotion strategy for the label and its just-launched sister imprint Valory Music Company.

Zarling, one of Billboard's 2007 "30 Under 30 Power Players," has been with Big Machine since its launch in 2005 and has previously served with Universal Music Group Nashville. In his new role, he will work closely with Big Machine VP of promotion Jack Purcell and Valory VP of promotion Jon Loba, as well as Valory national director of promotion Chris Loss.

Big Machine and Valory president/CEO Scott Borchetta calls Zarling "an innovator, a leader and a great communicator. With the addition of the Valory label to the family you will continue to see his fingerprints all over everything that we do."

"From day one Scott Borchetta has encouraged me to explore and experiment with new ways to market to radio and their listeners," Zarling said in a statement. "I'm very excited to continue developing our new media strategies and to continue my promotion responsibilities."

Big Machine is home to Taylor Swift, Trisha Yearwood and Jack Ingram, among others. It also handles promotion for Garth Brooks. The Valory roster includes Jewel and Jimmy Wayne.