The New York Times Co. said Thursday that it hired David Rubin as senior vice president and head of brand.

Rubin, who most recently served as head of global brand marketing at Pinterest, joined The Times on Wednesday. He is responsible for leading enterprise-wide brand strategy, development and execution, and he reports to chief revenue officer Meredith Kopit Levien.

Levien offered: “How we lead and tell the story of our brand in a digital era matters more than ever. The New York Times brand is a mighty, meaningful and sometimes-overlooked asset that will play a huge role in our success, and David Rubin is exactly the right person to lead our whole enterprise to think about and act on our brand in ways that help us grow.”

The Times said Rubin has marketed brands in multiple categories, from consumer products to digital media and across a spectrum of consumer segments. While at Pinterest, he led the community, marketing, brand, and research teams and was charged with expanding the appeal of the Pinterest brand with a focus on international markets.

Before Pinterest, he served as marketing vice president of Unilever’s U.S. hair-care brands, including Dove, Suave, Tresemmé, Nexxus, Axe, and Just for Me.