TC Media has named Carlos Lamadrid as its new SVP of consumer solutions.

Lamadrid starts at the media co on Sept. 3 and comes to the company from his most recent position as EVP at Penske Media, which provides original web content for sites like Deadline, OnCars and HollywoodLife. He has also worked as SVP and chief brand officer of the Woman’s Day brand group at Hachette Filipacchi Media and was with Conde Nast as VP and publisher of Jane from 2005 to 2007 and publisher of Men’s Journal magazine from 2003 to 2005.

In his new role at TC Media, Lamadrid will be responsible for optimizing TC Media’s brand portfolio and spearheading multi-platform growth for its flagship brands in the Toronto, Montreal and Vancouver markets, including Canadian Living, Elle Quebec and Western Living.

Lamadrid will report to Ted Markle, president of TC Media.

Lamadrid’s appointment comes as Pierre Marcoux is officially named SVP of business information solutions and education, a role in which he is responsible for overseeing the development and execution of growth strategies and driving operating results for trade media (B2B) and information services, as well as for educational resource and book publishing.

Marcoux officially took on these responsibilities earlier this year, but will now be able to focus solely on these new duties ias Lamadrid steps into the SVP of consumer solutions positions.