Former Tangerine head of marketing Andrew Zimakas has joined LoyaltyOne as SVP of strategy.

In his new role, Zimakas “will be instrumental in stewarding the LoyaltyOne brand to become a stronger presence in the global market,” according to the company, which also told strategy his responsibilities fall under a new portfolio. LoyaltyOne’s business includes the Air Miles program, customer analytics division Precima, LoyaltyOne Consulting, Europe’s BrandLoyalty and Brazilian loyalty program Dotz.

Zimakas left his role as SVP and chief marketing officer at Tangerine in July after four years with the company, during which he led the rebranding from ING Direct to Tangerine. Prior to joining Tangerine, he held roles at Level5 Strategy Group, Brand Finance Canada, Travelex, AOL Canada, Microsoft Canada and Procter &  Gamble.

Since Zimakas left the company, Tangerine’s chief strategy officer, Brenda Rideout, has had CMO duties added to her role.

With files from Josh Kolm