Mirum, formerly Twist Image, has brought on Paul Allamby as its chief marketing officer, a new role for the agency.

Reporting directly to Canadian CEO Mark Goodman, Allamby will be responsible for growing the agency in Canada while also working closely with Mirum’s global network. He has previously held marketing and communications roles with the Toronto Blue Jays, Havas, Padulo and Rogers Communications. He has worked with clients including Aeroplan, British Telecom, Bell, CIBC, Citibank, Daimler Chrysler, Diageo, Fairmont Hotels, Honda, JP Morgan Chase, Loblaw, Mr. Sub, Rexall, Sears, Shoppers Drug Mart, TD Bank and Wendy’s.

“Paul has tremendous industry expertise with a proven track-record of building relationships as a C-level executive on both the client and agency-side,” Goodman said in a press release. “His expertise will be particularly vital as we roll out our new brand platform and campaign capabilities.”

Mirum, which was acquired by WPP in 2014 when it was still called Twist Image, underwent a restructuring last month and will be focusing more on content creation and in-house production capabilities. The restructuring led to 10 staff being laid off in Toronto and Montreal, across departments.

“Today, there’s just a lot more variety to what we need to do as a digital agency, and so the restructuring is reflecting that, because we need more people in different areas and less concentration in one area,” Goodman told strategy at that time. “It’s more a reflection of how we strategize with clients and where we take them and where the industry is at. It’s also a bit client-driven, as they’re starting to see they need to change the way they do marketing.”

With files from Josh Kolm