He will now take on responsibility for driving advertising revenues in the UK, Ireland Belgium, the Netherlands and Luxembourg, whilst also working closely with the marketing and business development departments to drive subscriber and partnership growth for the music streaming service.

Williams has worked at Spotify’s UK office since 2009, when he joined after serving as Global Radio’s digital platforms group head.

He now takes on a similar role to that of Chris Maples, who was Spotify’s UK managing director and European sales director. Maples was promoted to the role of vice president of Europe in August last year.

In December Spotify unveiled a major design overhaul that allows users to follow artists, brands, friends and other high profile people in a similar way to other social media services.

Spotify’s founder said the update will make Spotify a more “intuitive and personal” experience for users.