The CBC is adding to its sports marketing team, announcing the addition of Mike Armstrong as its associate director of sports marketing.

In his new role, Armstrong will report to Jim Kozak, senior director of marketing at the CBC/Radio-Canada Revenue Group and will be responsible for the management and execution of marketing strategies and brand guidelines for current and future services at the pubcaster.

He will also lead the management and execution of marketing efforts for all CBC/Radio-Canada sports properties, including the 2015 Pan Am and Parapan Am Games and the Rio 2016 Olympic Games.

Armstrong most recently worked at Labatt as senior brand manager for Budweiser. He has also held client-side roles at Kraft and Mondelez.

In other people news, Janice Smith has left her role as executive director of multiplatform sales for CBC’s Revenue Group to become the VP, national media sales at Rogers Media.