Bank of Montreal has appointed Michael Beckerman as its new senior vice-president of marketing.

According to a story in today’s Marketing Daily, Beckerman replaces George Bothwell. The report says Beckerman will oversee the bank’s corporate and product marketing, including its advertising, promotion, direct marketing, customer segmentation and brand development.

Beckerman has previously worked at sportswear giant Nike, Canadian Airlines and MVP.com, an online sports retailer based in Chicago.

“It’s not so much a change of direction but more a culmination of my experience,” Beckerman said.”

Beckerman added that the bank’s commitment to its customers also appealed to him. “Their relentless and unyielding focus on the customer and the different segments of the customer, with my retail background, is something I feel very passionate about,” he said.

During his career, the Toronto-born Beckerman spent more than 12 years with Nike, as director of retail in the U.S. Midwest, as its director of advertising in Europe and directing its marketing efforts in the Asia Pacific region.

He was also responsible for Canadian Airlines’ rebranding through its merger with Air Canada as vice president of marketing in Calgary for three years.