Today, the company confirmed to ADWEEK that it is hiring former Comcast NBCUniversal executive Krishan Bhatia as vp of global video advertising.

This is a new, global role, with Bhatia’s duties spanning everything from strategy to go-to-market and sales.

“We are delighted to welcome Krishan Bhatia to Amazon Ads as vice president of global video strategy,” an Amazon spokesman said in a statement. “Krishan will lead a global sales team focused on our growing streaming TV offerings across live sports, Amazon Freevee, Twitch, Prime Video ads and third-party publishers, and bring a wealth of media experience for our streaming TV customers.”