Snap Inc. is bringing on its first chief marketing officer to help lead the company’s boosted advertising efforts.
The company has hired Kenny Mitchell today, who previously served as vp of marketing at McDonald’s. Prior to that, he was head of consumer engagement at Gatorade, where he helped the brand become one of the first to adopt new advertising formats on the social media platform.
Mitchell is no stranger to Snap’s advertising offerings, such as its vertical video and augmented reality. During his time at Gatorade, he oversaw the development of several AR experiences for the brand, including a popular Super Bowl lens from a few years ago that let users digitally “dunk” themselves with a cooler of Gatorade and a game that featured Serena Williams.
In a statement, CEO Evan Spiegel said Mitchell’s “consumer marketing expertise and his deep understanding of our products will be a great combination for Snap.”
Snap’s newly created role comes on the heels of a better-than-expected first quarter. Earlier this week, the company said it added another 4 million users in the first quarter, bringing its current daily active user base to 190 million. The company also released its newly redesigned Android app, which will be aided by a new consumer marketing campaign.
Over the past several months, Snap has been on a hiring spree to both grow—and also replace—a number of executive positions after experiencing a string of high-profile departures last year. Last fall, the company brought chief business officer Jeremi Gorman on board, where she served as head of advertising sales. Other recent hires include chief strategy officer Jared Grusd, who was previously CEO of the Huffington Post, and chief communications officer Julie Henderson, who came from 21st Century Fox.