Vice Media has appointed The Lad Bible marketing director Mimi Turner as senior vice president of strategy, with a mission to drive innovation and growth in the region.

Turner, who previously worked as group director of communications and public affairs for Northern and Shell, as well as director of sales and marketing for the Health Lottery, will report to Vice UK managing director Matt O’Mara.

“With her sophisticated understanding of what makes young audiences tick, we’re thrilled to welcome Mimi to Vice. She brings a breadth of experience and relationships across digital and traditional media – as well as commercial, retail and television – which will be a huge asset to us during this period of accelerated growth,” commented O’Mara.

Turner felt that the publisher has earned the trust of a new generation of consumers. “At a time when its independent and fearless global voice is more necessary than ever, I couldn’t be more proud to join such an incredible business and team,” she added.

Vice recently launched its twelfth digital channel exploring gaming culture, Waypoint.

In September, WPP and Vice announced a new global ad agreement worth “hundreds of millions of dollars”, with a plan to share data and insights into Vice’s youthful audience.