Burger King is bringing aboard a one-time McDonald’s CMO to lead its marketing efforts in the U.S. and Canada.

Joel Yashinsky, announced as the QSR’s new CMO for the region on Monday, has been hired to build on the brand’s existing “Reclaim the Flame” plan created with the advice and support of Burger King franchisees.

Yashinsky replaces Patrick O’Toole in the position.

Tom Curtis, president of Burger King U.S. and Canada, said in a news release that the Yashinsky hire gives the restaurant chain the “ideal mix of strategic marketing experience, brand-building creativity and leadership expertise to help fuel our next chapter.”

Yashinsky brings extensive QSR marketing experience to the role.

He most recently held the CMO position at Atlanta-based casual-bar chain Applebee’s, where his areas of focus included marketing strategy, brand communications, media, creative, digital and beverage and menu innovation.

Before that, Yashinsky served for 18½ years at McDonald’s before stepping down while in the role of VP of brand content and engagement in January 2017. His responsibilities included repositioning the U.S. brand with a focus on food, people, sustainability and Ronald McDonald House charitable efforts across all channels.

Yashinsky also led marketing-calendar development and execution for all consumer segments along with responsibility of omni-channel creative content including all digital, social, television, radio, out-of-home and print creative.

Between 2010 and 2014, Yashinsky performed CMO duties for McDonald’s Canada with a responsibility on business strategy and market plans for the Canadian market. He also led agency partners and brought on the region’s first ever digital marketing and media agency, Tribal DDB.