Swaine has spent almost 20 years in the music industry, which began in the digital department at Virgin Records in 2004.
She later joined EMI Records, where she worked with artists such as Robbie Williams, The Magic Numbers, Pink Floyd and Iron Maiden.
A move to Gut Records as Digital Marketing Manager came in 2007.
Since then, Swaine has held roles as Head of Online PR at Warner Bros. Records, which became Warner Recordsin 2019, and Charmfactory, where she ran digital PR campaigns.
She later joined WMA as Publicity Director, eventually becoming Senior Director Communications at the company.
Swaine’s appointment marks what Kartel calls a “period of expansion” for the UK-based company, which has plans to strengthen its stand-alone marketing agency, offering publicity, radio, social, creative and digital marketing.
Swaine joins Tom Poole, who was promoted to Head of Promotions in 2021, and Federica Furlotti, Head of Media, in leading the team across all media promotions.
“I have always admired [Kartel’s] passion for innovation and indie spirit.”
Heather Swaine
Heather Swaine, said: “I have worked with Kartel on several projects over the years and have always admired their passion for innovation and indie spirit.
“I’m so pleased to be joining the agency and using my experience and relationships to further develop the agency’s reach across the music industry.
“I have a huge amount of respect for Charles, who is a forward thinking music business leader and marketer, with a passion for DIY artists and growing their audience.”
Charles Kirby-Welch, Founder and CEO, added: “I am thrilled to welcome Heather to the team as we embark on an exciting new chapter to strengthen our Marketing Agency and build the offering further out to the wider industry.
“Heather brings a wealth of experience and expertise to the company.
“Kartel is committed to offering a world class service to our amazing artist and label partners ensuring they achieve their goals and realise their potential at what is an incredibly exciting and fast moving time to be releasing music and marketing artists.”Music Business Worldwide
