Correction: A previous version of this article stated Martin Fecko was Tangerine’s first CMO. In fact, the position is not a new one for the organization. Strategy regrets the error. 

Tangerine is heading into 2020 with a new chief marketing officer, giving the role to financial services veteran Martin Fecko.

Fecko, who started on Dec. 2, says he will focus on increasing profitability, driving customer value and growing brand equity for Scotiabank’s digital-only subsidiary. He has been tasked with growing brand awareness, understanding the client experience, driving customer acquisition and deepening relationships with existing Tangerine customers.

In an email, Fecko wrote that his appointment is aimed at helping the bank grow its “full-service everyday banking business by extending and expanding our brand to appeal to even more Canadians.”

He arrives at Tangerine a year after Gillian Riley took over as CEO. Meanwhile, a spokesperson confirmed that VP marketing Nick Nelson is no longer with the company.

The last year has been an important brand-building one for the bank, which was able to leverage the success of the Toronto Raptors during the NBA finals over the summer. In 2018, through a 20-year, $800 million sponsorship agreement between Scotiabank and Maple Leaf Sports & Entertainment, Tangerine replaced BMO as the official bank of the Raptors, a move that aligned with its younger, more digital savvy customers.

Fecko previously led Canadian operations for Intuit, the company behind QuickBooks and TurboTax, as well as its Canadian marketing strategy, including a pair of campaigns for the accounting software company. He has additional financial services experience from CIBC and American Express, where he served as director of marketing, customer management and digital experience.