MediaCorp has appointed Shane Mitchell to the newly created position of Head, Digital, to accelerate the growth of its digital business.

Before this, Mitchell was CEO of Sydney-based app company Reddo Media Services.

Previously he has worked for Haymarket Media Group and YAHOO! in Sydney and in the UK.

His appointment comes just over a year after MediaCorp’s head of digital enterprise, Nick Fawbert, left the company.

According to the company Mitchell will focus on strengthening its digital expertise underscoring MediaCorp’s commitment to staying relevant in a changing media landscape.

He will be responsible for driving a unified digital strategy across MediaCorp’s online and mobile properties, commercialising business lines, improving user experience and working on strategic partnerships.

MediaCorp Chief Executive Officer Shaun Seow, to whom Mitchell will report, said: “The consumption shift from traditional to digital media offers exciting opportunities for us, and I look forward to Shane’s leadership in our efforts to engage new audiences and partner businesses which will benefit from the breadth and depth of our media portfolio.”

Mitchell said: “After several years working with media companies to implement disruptive digital services as an agency, it’s great to get back to leading change from the inside.”