VidCon announced that Nickelodeon’s director of marketing and brand strategy, Sarah Tortoreti, has joined in the online creators’ conference as vice president of marketing.

In this newly created role role, Tortoreti will be responsible for the developing the VidCon brand, overseeing its global marketing strategies across social media and editorial content and internal and external communications. She also she will advise on featured creators and top industry executives at VidCon’s slate of live events across the United States, Australia, the U.K. and upcoming markets.

“As a seasoned marketing and live events leader, Sarah brings a wealth of experience to VidCon as we expand the brand’s offerings around the world,” said Jim Louderback. VidCon’s general manager.

Prior to VidCon, Tortoreti oversaw the marketing, media, and creative strategy and execution of campaigns to drive awareness and ticket sales for the Nickelodeon Experience group, which created such events as the Nickelodeon SlimeFest and SpongeBob SquarePants the Broadway Musical. Before Nickelodeon, she led media and promotional strategy for VH1’s various hit, tentpole programming. Before Viacom, she held positions at NBCUniversal and Allied Marketing.

Tortoreti joins VidCon’s expanding executive ranks, which include Natalie Schaefer’s promotion to director of creator partnerships, Julia Maes to executive producer of VidCon US, Wendi Ekblade to director of security and Celine Sargent’s to executive producer of VidCon London and Australia.

Viacom acquired VidCon last year as it looks to expand the media company’s live entertainment business and explore new distribution platforms.