PointsBet has named Kyle Christensen as its new U.S. Chief Marketing Officer.

Christensen brings nearly 20 years of high-profile marketing expertise in developing fully integrated content, brand, television, film, consumer, product, and partner campaigns. He has worked for Facebook, National Geographic, and Netflix.

At PointsBet, he will oversee the company’s marketing strategy and work with partners to gain market share in U.S. sports betting markets. Christensen will report to PointsBet’s US CEO Johnny Aitken.

At Facebook, Christensen was the head of U.S. brand and consumer marketing, where he led the company’s More Together campaign. He also spearheaded marketing for the launch of Facebook Watch. Prior to his work at Facebook, Christensen led the digitization of National Geographic and oversaw various marketing initiatives at Netflix.

“What an amazing time to be joining the PointsBet team,” said Christensen. “The sports betting industry is growing exponentially and innovating every day, reminding me of the early days of the ‘streaming wars’. PointsBet’s unique offering, a premium experience delivered to discerning customers, is a story I’m looking forward to sharing. I’m thrilled to be on a team of professionals ready and willing to challenge conventional wisdom, shake up the status quo, and elevate the sports betting industry. It truly is a marketer’s dream.”

Aitken said the recruitment of Chistensen was a testament to PointsBet’s ability to attract talent.

“PointsBet continues to hire the best talent in the world,” said Aitken. “Our company’s growth trajectory is exciting, and Kyle is going to help take us to the next level. As our business evolves and in-game betting continues to be an ever-more important aspect of the premium experience we offer, upping our game and reaching our customers where they are is critical. I couldn’t be more excited to welcome Kyle to our team and can’t wait to see what we build together.”