SINGAPORE — Netflix has hired the Southeast Asia head of communications for Spotify to run its consumer public relations function in Asia Pacific, reports Mumbrella Asia.

Belle Baldoza, a former radio DJ and Ogilvy account executive, joins the internet television firm after almost two and a half years at Spotify with a brief to drive awareness of the brand through lifestyle PR campaigns, and media and influencer relations.

Baldoza joins a company in expansion mode. Last month, Netflix brought in Jessica Lee from McDonald’s as its first regional communications director, and has appointed the former director of marketing for Nike Japan, Taka Osaki, as lead marketer for the region.

A number of key roles are also in the process of being filled as Netflix looks to establish itself quickly in the region after launching in 130 markets globally at the beginning of the year.

Baldoza will be working with Netflix’s PR agency of record, MSLGroup, and reports into Netflix’s global consumer PR team.

In a diverse career, Baldoza has worked for Ogilvy as an account manager, media agency Mindshare as a content curator and UCA News as a news editor.