Believe has named Viktoria Siniavskaia president of its newly established Europe, Middle East and Africa (EMEA) region. The appointment extends her oversight to the UK, Germany and France as the artist development company reorganises around stronger regional leadership.
Siniavskaia will report directly to Global Head of Music Romain Vivien. She previously led Believe’s operations across the Middle East, Türkiye and Africa, Eastern and Southern Europe, and the Americas.
New regional reporting structure
Her expanded remit includes three of the world’s top 10 music markets: the UK, Germany and France. Believe intends the structure to improve coordination between markets, develop leadership and support regional growth.
The following executives will report directly to Siniavskaia:
- Henri Jamet, managing director, France.
- Thorsten Freese, managing director, Germany.
- Alex Kennedy, managing director, UK.
- Sara Pedroni, newly appointed regional general manager, Southern Europe.
- Denis Gorshkov, Russia, Turkey, Middle East and Africa (RUMETA).
- Patrycja Lobaczewska, newly appointed regional LAS director, Eastern Europe.
- Elena Fironova, regional managing director of operations, RUMETA.
Leadership and international expansion
Vivien said the company’s next phase requires stronger regional leadership, more strategic autonomy and closer global alignment. He cited Siniavskaia’s experience across multiple regions in explaining her appointment.
Siniavskaia said her priorities include expanding Believe’s presence, strengthening its organisation and developing services for independent artists and labels.
She has spent 15 years at Believe and has more than 20 years of music industry experience. Her work has included establishing teams and businesses, opening operations in new markets, artist signings, long-term artist development and strategic partnerships.
