Nicole Bell Named New Head of YouTube Canada

Nicole Bell has been appointed Head of YouTube Canada.

As of Feb. 2, Bell will step into the role, where she’ll oversee the platform’s content, creator and viewer initiatives, while taking the lead on national business operations. That includes support of creators from emerging voices and artists to some of the country’s biggest media outlets.

The position was previously held by Billboard Canada 2025 Power Player Andrew Peterson, who has moved into the role of head of creator economy ecosystem at YouTube.

YouTube reportedly undertook an extensive recruitment process of both internal and external candidates before selecting Bell, a homegrown talent.

Bell joined the company as the Canadian head of communications in 2016, before moving up to global communications lead three years later. She most recently led global reputation & responsibility communications, where she directed the worldwide strategy for YouTube’s economic impact reports, AI responsibility, public policy, alongside news and learning video verticals.

“Canada is home to some of the most innovative and influential creators in the world. It’s also home to some of the finest journalism, most exciting sports content, and groundbreaking musical artists,” Bell says. “These are entrepreneurs building legacies and trusted news companies finding new audiences.”

During her 10-year stint, Bell has blended both the business and creator-driven sides of the platform. She says she's looking forward and focusing on how creators are shaping the future of media and entertainment.

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

Notably, Bell has worked with homegrown and international talents, such as Lilly Singh and Asap SCIENCE. YouTube’s Canadian presence has been instrumental in boosting the country's wide array of artists, too, including The Weeknd, Karan Aujla and yung kai.

In her first year, Bell was part of the leadership team that launched the Toronto YouTube Space in 2016. Throughout her tenure, she has led Canadian creator events, including YouTube Fan Fests and the UpNext program, supporting rising creators.

In her newly-appointed role, Bell and her team will be dedicated to uplifting Canadian storytellers, helping them expand their reach globally.