MUMBAI: Twentieth Century Fox has named industry veteran Ira Rubenstein as executive vice-president of digital marketing. The former Marvel executive will oversee all digital marketing activities for the domestic marketing group, beginning next Monday.

“Ira is a crucial player in the digital marketing sphere and his track record speaks for itself, so we feel both thrilled and lucky to have him come to Fox at this exciting time,” said chief creative officer Tony Sella and chief marketing officer Oren Aviv in a joint statement. “He brings a unique set of skills and expertise to our growing team, who will benefit greatly from his leadership and innovative approach to marketing,” they said.

Most recently, Rubenstein served as executive vice president, global digital media group for Marvel Entertainment where he led the studio’s digital strategy.

Before joining Marvel, Rubenstein was executive vice president, content strategy and acquisitions for Sony Corp. of America.