YouTube has promoted Nicole Bell to become its new head of Canada, to oversee the Google-owned platforms content and creator operations north of the border.

A 10-year veteran of YouTube Canada, Bell was part of the leadership team that launched the Toronto YouTube Space in 2016, while also leading Canadian creator events including YouTube Fan Fests and the UpNext program.

She replaces Andrew Peterson as head of Canada after he moved to the role of head of creator economy ecosystem at YouTube Canada. Her promotion comes as YouTube TV has emerged as a pay-TV powerhouse and the video platform has begun to eclipse traditional TV broadcasters in its reach and influence. Bell has helped grow YouTubes Canadian creator base with home-grown talent like Lilly Singh, Aysha Harun, Asap SCIENCE and Doctor Mike, many of which have gong global in their fan base appeal and helped reshape how Canadians and consumers elsewhere view TV.

I started at YouTube ten years ago with a desire to work alongside some of the most passionate and talented people in Canada the creators who were redefining and redesigning the media on their own terms. A decade later, Im still captivated and committed to the business of creativity, and Ive seen how Canadians sharing their voices on our platform can reach audiences across the globe, Bell said in a statement on Wednesday.

Going forward, Bell and her team will continue to support homegrown content creators and launch new products and features for the YouTube platform.

Im stepping into this role with a deep sense of responsibility and a sharp focus on whats next. I want to foster a digital ecosystem that is as responsible as it is inspiring, and to ensure Canada remains at the forefront of the global digital economy, Bell added.