OverActive Media (OAM) has hired former RBC marketing VP Matt McGlynn as its new VP of marketing and brand as it continues its strategy of evolving from an owner of esports teams to a global media company.

The scope of McGlynn’s remit aims to go beyond esports, as OverActive Media has been positioning itself as a global sports, media, and entertainment company, with esports at its core as it pursues growth.

Within that, McGlynn will not only lead strategic marketing for the Toronto Ultra and Toronto Defiant esports teams, but other brand growth initiatives, such as content development and distribution, partnership activations, data strategy and deployment, creative direction and design, event strategy and promotion, and merchandise creative and sales.

OAM says that the hire of McGlynn further solidifies the company’s efforts to find fresh and meaningful ways to drive new revenue streams, reach its communities and expand its business impact.

McGlynn has worked in various different industries including sports, gaming, entertainment and banking, most recently as VP of brand marketing at RBC. In that role, he led a youth strategy that included spearheading programs with entertainment properties like Live Nation and October’s Very Own, as well as raising awareness of the bank’s award-winning golf platform. Prior to joining RBC ten years ago, McGlynn was a brand manager for PlayStation at Sony, as well as handling creative and global partnerships at MLSE.

Mike Armstrong, OverActive’s previous VP of marketing, left the company in the fall to become CMO at Italian soccer club Juventus.