YouTube has promoted Nicole Bell to head of Canada, a move that positions the 10-year company veteran to oversee the platform’s content and creator operations as it expands advertiser tools in the market.

Bell replaces Andrew Peterson, who moved to the global role of head of creator economy ecosystem at YouTube, according to The Hollywood Reporter.

Bell joined YouTube Canada in 2016 as part of the leadership team that launched the Toronto YouTube Space. She led Canadian creator events, including YouTube Fan Fests and the UpNext program, helping develop homegrown talent such as Lilly Singh, Aysha Harun, AsapSCIENCE, and Doctor Mike.

“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,” Bell said in a statement. “A decade later, I’m still captivated and committed to the business of creativity, and I’ve seen how Canadians sharing their voices on our platform can reach audiences across the globe.”

The promotion comes as YouTube continues to invest in its Canadian presence through new partnership tools and creator support programs.

New Advertiser Infrastructure

Bell’s appointment follows YouTube’s September 2025 launch of the Creator Partnerships Hub, a Google Ads tool that centralizes creator campaign management for Canadian advertisers. The platform also introduced the BrandConnect API, enabling influencer marketing agencies to integrate creator analytics into their planning systems.

The tools provide access to creator insights, including channel metrics, audience demographics, and trending data filtered by topics or creator attributes. 

YouTube reports paying more than $100 billion to creators, artists, and media companies globally over the past four years.

“I’m stepping into this role with a deep sense of responsibility and a sharp focus on what’s next,” Bell said. “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.”