Vancouver-based outdoor retailer Mountain Equipment Co-op (MEC) has hired a new communications and marketing exec, a move that it hopes will help bolster its digital side. Norm Norris had previously been with Apple since 1999 in various marketing roles. For the past five years, he worked at bringing the iPhone Developer Program to more than two million developers, who have created over 300,000 iPhone apps.

‘Norm comes to MEC with extensive experience in marketing communications with one of the world’s most iconic and successful companies,’ said MEC CEO David Labistour in a release. ‘The fact that he’s an avid outdoor enthusiast and a long-time MEC member only enhances the many qualities Norm brings to MEC’s marketing communications efforts.’

With a focus on the company’s site, MEC.ca, and its social media activity, Norris will be charged with developing and executing a digital communications and member engagement strategy.

He holds an MBA from Queen’s University and a BSc from the University of Toronto.