Audio streaming service Deezer is launching a new strategy with personalisation at the core and has promoted its current head of research and development, Aurélien Hérault, to the role of vice-president of product to lead the operation.
The strategic move will see Hérault implement new features to focus on offering listeners a more personalised experience in a bid to compete with rivals like Spotify and Apple Music.
Hérault joined Deezer in 2007 as lead software engineer, working alongside founder Daniel Marhely. He has also held the post of vice-president, engineering.
“Aurélien knows Deezer inside and out. He understands our product and the underlying processes to keep Deezer at the forefront of innovation," said Alexander Holland, chief content and product officer, Deezer.
"He will bring the development, data, design and product teams even closer together and further strengthen the entrepreneurial spirit of the company."
Deezer, which is available in over 180 countries has positioned itself as looking to combine "the best of man and machine," and recently teamed up with Facebook to boost its Music Stories service and integrate sharing into the news feed.