Snap has tapped its first-ever chief marketing officer, nabbing McDonald’s alum Kenny Mitchell for the newly-created role.

Mitchell will spearhead global marketing efforts for Snap, overseeing both consumer and product marketing programs, effective this June. He will report directly to founder and CEO Evan Spiegel. Mitchell most recently served as VP of brand content and engagement for McDonald’s in the U.S.. Prior to that, he was head of consumer engagement at Gatorade, where he led global consumer marketing and helped pioneer several vertical and AR campaigns on Snapchat.

Mitchell’s hire arrives as Snap is looking to expand advertising to accrue more users, CNBC reports, having just completed a campaign to promote its new Android app. Snap, which announced a gaming platform and 10 original shows at its first-ever Partner Summit earlier this month, currently counts 190 million global daily active users.

“Kenny’s consumer marketing expertise and his deep understanding of our products will be a great combination for Snap,” Spiegel said in a statement. “Throughout his career, Kenny has demonstrated his ability to successfully execute innovative, global marketing campaigns — many of which have leveraged our own vertical video and augmented reality products.”

He’s not the only addition to Snap’s leadership team in recent months. In October, Snap named Jeremi Gorman — who was formerly head of ad sales at Amazon — chief business officer.

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