Veronica Sanjines has joined Arista as general manager. Based in New York, she'll report to President/CEO David Massey.

Sanjines will oversee general operations for the label while collaborating with a roster that includes Måneskin, JP Saxe, Tai Verdes and Lola Brooke.

“Veronica’s reputation for visionary marketing and strategy precedes her,” said Massey. “We're excited to welcome her to the Arista family. We know she’s going to be an incredible asset to the label’s next era.”

“The success David and the team have built over the last five years is a testament to their dedication and focus on artist development in a highly competitive landscape,” Sanjines offered. “I hope to build on this foundation, and I'm so excited to return to the Sony Music family, where I started my career over 20 years ago as a college rep.”

With more than two decades of experience, Sanjines arrives at Arista from Warner Records, where, as VP of marketing, she led campaigns for Anitta, Gorillaz, Ashnikko, Bella Poarch, Omar Apollo, Nessa Barrett and others. Before Warner, she held positions at Astralwerks/Capitol Music Group, Epic and Columbia.

Photo: Claire Vogel