Manulife Financial has hired Glenn Hollis as SVP and chief marketing officer for its Canadian division.

A spokesperson for the company says the CMO role is a new one within Canada. Marketing functions were previously divided between each business line, and Hollis will be overseeing the different departments, bringing them together for a more integrated approach. He will also be a member of the company’s Canada division executive leadership team.

“Manulife is innovating to create new…customer experiences to set us apart from the competition and become a leading disruptor in our industry,” Marianne Harrison, president and CEO of Manulife Canada, said in a press release. “Glenn brings transformational leadership to execute a truly innovative and integrated marketing strategy that builds on our brand in Canada.”

Hollis has spent the last year as a senior consultant, working with Level5 Strategy Group and independently through his own consultancy practice with WestJet. Prior to that, he spent more than seven years with Tim Hortons as VP of marketing, brand strategy and guest experience. He also has agency-side experience, having held senior positions at JWT, Y&R and BBDO.

The beginning of the year saw another former Tim Hortons marketer, chief brand and marketing officer Peter Nowlan, take on a new CMO role, as he joined Four Seasons in a global position.