Vinyl Group appoints Lucie Caswell and Kurt Burnette to senior leadership roles

Vinyl Group has appointed Lucie Caswell as Chief Business Strategy Officer and former Seven West Media executive Kurt Burnette as Interim Chief Commercial Officer, strengthening the adaptive media and music technology company's senior leadership as it integrates a run of recent acquisitions. 

The appointments add global partnerships, commercial strategy, and revenue execution capabilities to Vinyl Group's leadership team as the Company scales its portfolio of media, music, technology, commerce, and creator platforms.

READ MORE: Vinyl Group reshuffles executive team following Val Morgan Digital deal

READ MORE: Vinyl Group to acquire Pedestrian Group from Nine for nominal consideration

Caswell to lead global partnerships and strategy

Caswell joins Vinyl Group after senior leadership roles across the music, digital entertainment and publishing sectors, including positions with the UK's digital entertainment and retail association ERA, Songtradr, Bandcamp, 7digital, the Music Publishers Association and the Featured Artists Coalition.

In the newly created role of Chief Business Strategy Officer, she will oversee Vinyl Group's global publisher and partner relationships, support business development and M&A opportunities, and represent the company's growing portfolio of publishing and platform partnerships across international markets.

Vinyl Group CEO Josh Simons said the company was entering a new phase of growth.

“Vinyl has scaled its reach quickly, and the next phase is about turning that expanded platform into a more integrated, efficient and commercially powerful business.

“Lucie brings exactly the kind of global rights, licensing, policy and partnership experience Vinyl needs as our network of international publishing and commercial partners grows.

“These appointments give us the senior commercial and strategic capability needed to integrate our expanded portfolio and execute the next phase of Vinyl’s growth.”

Caswell added: “Vinyl Group has built a genuinely exciting portfolio across media, music, technology, commerce and creator platforms. I’m delighted to be joining the team at such an important stage of growth and look forward to working with Vinyl’s global partners to build long-term strategic value.”

Burnette takes interim commercial leadership role

Burnette brings more than 30 years of experience across media, advertising sales, digital, sport and major events.

He most recently served as Chief Revenue Officer at Seven West Media, overseeing a national sales operation responsible for more than $1.2 billion in annual advertising revenue. His previous roles included Chief Sales and Digital Officer, Director of Network Sales, and Chief Revenue Officer and Event Director for the Olympic, Paralympic and Commonwealth Games.

As Interim Chief Commercial Officer, Burnette will oversee Vinyl Group's commercial strategy across advertising, branded content, partnerships and platform revenue. His responsibilities include developing a unified go-to-market strategy for Vinyl Media, strengthening agency and advertiser relationships, refining pricing structures and supporting the commercial integration of recently acquired assets, including Pedestrian Group.

Simons said Burnette's experience would be critical as the company scales.

“Kurt brings deep senior commercial leadership across media, digital, major events and agency relationships. He has operated at a level very few commercial leaders in this market have, and his experience is directly relevant to the opportunity in front of Vinyl Media.”

Burnette said Vinyl Group was well positioned to capitalise on shifting advertiser demand.

“Vinyl Group has assembled a unique, strategically aligned portfolio of media brands, platforms and audiences at a time when advertisers are looking for more connected, culturally relevant and effective ways to reach consumers and hard-to-reach audiences.

“The opportunity now is to bring that portfolio to market with a clear commercial strategy, strong agency and client engagement, and disciplined execution that delivers results for customers and partners.”

Building out the executive team

The appointments follow Vinyl Group's recent expansion of its media partnerships and publishing representation portfolio, including its long-term franchise agreement with Time Out Australia and the addition of brands through the Val Morgan Digital transaction, including LADbible Group, BuzzFeed, Fandom and Vox Media.

They also built on executive appointments announced in April, including former TikTok executive Jono Oake as Chief Operating Officer, Michael Globan's promotion to Chief Financial Officer, and Jorge Nigaglioni's appointment as Chief Integration Officer.

The trio joined existing leadership team members Jessy Trengove, Chief Product Officer, and Chris Lowe, Tech Director.

Mediaweek is owned by Vinyl Group.