Ryan Scott, former chief marketing officer of Slice, a digital marketplace for pizza ordering, has joined Etsy as chief marketing officer, effective June 24. Scott, who also held leadership roles at Grubhub, now Seamless, SoulCycle and Pond5, will implement a full range of marketing programs to help define the site as a destination with a differentiated shopping experience and special merchandise that’s unique in the crowded and commoditized retail landscape.

Scott, in the newly created position, will be responsible for Etsy’s global digital marketing, advertising, brand communications and market research, as well as the company’s international growth initiatives, as Etsy scales its brand and performance marketing operations. Scott will report to Etsy chief executive officer Josh Silverman.

“Ryan is a master of his craft with a strong understanding of marketplace dynamics, deep technical expertise and a passion for brand-building and storytelling,” Silverman said. “Most importantly, he has a terrific track record building and developing world-class teams.”

“Etsy enables creative entrepreneurs to connect with buyers worldwide. I’m excited about the opportunity to help Etsy further grow its iconic, global brand. I’m excited about the great possibilities to come, specifically related to supporting Etsy’s transition to full-funnel marketing as a key lever of growth,” Scott said.

As chief marketing officer of Slice, Scott led consumer experience, including product development, and growing brand affinity and user adoption. Before joining Slice, Scott was the chief marketing officer of SoulCycle, where he expanded the brand into digital media and performance marketing. Prior to SoulCycle, as co-ceo of Pond5, a marketplace for royalty-free media, Scott re-branded the company and built its sales and marketing teams. Before that, as Seamless’ first chief marketing officer, Scott repositioned the brand, including changing the name to Seamless, and driving rapid mobile adoption and market expansion through its 2013 merger with Grubhub.

“In a world of increasing automation and commoditization, Etsy provides a differentiated shopping experience, one that’s special and rooted in human connection,” Silverman said. “We believe we’re still in the early innings of our growth and that there’s a significant opportunity to bring more buyers to Etsy and encourage existing buyers to come back more often. Creating a cmo role will enable us to more effectively pursue to full-funnel marketing initiatives so that we can increase brand affinity and relevance.”