Mitchell, previously e-commerce campaign buyer for HMV, will be directly responsible for the music content team and cross-site merchandising online. He will report to e-commerce and digital content manager Dave Elston.
The retailer also appointed Justin Moodie to the newly created role of head of online experience this month in a bid to drive online sales. Previously, Moodie worked for entertainment business Sega, where he was head of online services.
Last month, HMV reported that group sales fell 2 per cent and like-for-likes declined 3.5 per cent for the 52 weeks to April 28. The retailer, which owns the Waterstone's book chain as well as the eponymous music business, blamed the fall on poor market conditions, but said that group pre-tax profits for the year will be in line with market expectations.