Believe appoints Mel Curley to lead global editorial and marketing partnerships

Believe has hired Mel Curley to oversee its global editorial and marketing partnership strategy. Based in New York, she will report directly to Chief Marketing Officer Darya Pourshasb as the company seeks to expand its digital promotional capabilities.

Curley joins from Amazon Music, where she led relationships with independent labels and distributors globally. Her previous experience includes commercial leadership roles at Arista Records and Sony Music Entertainment, where she focused on DSP partnerships and account management.

The appointment aims to strengthen the company’s ability to leverage data-driven strategies and platform partnerships to increase artist visibility. This move reflects a broader industry shift, where success increasingly depends on technical integration with streaming services and editorial placement.