Exec will oversee music giant's digital strategy.

Rob Wells has been elevated to the new role as senior VP, digital, at Universal Music Group International. Based in London, the executive is tasked with directing and executing all areas of the company's digital strategy.

According to UMGI, Wells' appointment concludes a key stage in the integration of its new media and mobile units into the “digital” division, plans for which kicked off in early 2006. He will assume some of the duties of Barney Wragg, who exited the company earlier this year as senior VP of UMGI's eLabs unit.

Wells is "an outstanding executive who has the respect of his peers inside and outside Universal Music, and who combines an unbeatable knowledge of the digital business with an incredible enthusiasm and love for music," comments Max Hole, UMGI executive VP, marketing and A&R, to whom he will report.

Before now, Wells served for two years as divisional director, digital services, at Universal Music U.K., which he joined in November 2000. He will continue to be responsible for Universal Music U.K.'s digital operations.

Well's promotion, revealed Friday (Oct. 6) is seen as recognition for playing a vital role in driving Universal Music's digital ambitions.