Shaw Communications has announced the appointment of Jim Little as chief marketing officer, effective April 26.

According to a release, Little will lead the strategic direction for the overall marketing and brand experience for all lines of business at Shaw.

Little was most recently chief brand and communications officer at RBC, where he led the charge on the “Arbie” branding campaign. Prior to RBC, he held senior roles at companies including Alcan, Bombardier and Bell.

“We’re pleased to welcome Jim to the senior leadership team at Shaw,” said Brad Shaw, CEO of Shaw Communications, in the release. “Jim’s past experiences will help us lead the charge in building the Shaw brand across Canada.”