Altice has hired Microsoft’s Nicolas Petit to be its new Chief Marketing Officer.

Petit joins from the US technology company, where he spent over 12 years and served most recently as General Manager, Global Marketing and Operations.

The Frenchman was “a key contributor to Microsoft’s fast paced digital transformation towards cloud and devices”, Altice said.

Petit, who has already started work, will lead Altice’s global marketing strategy and report to CEO Michel Combes.

One of his key tasks will be to drive through the brand overhaul that Altice announced last month.

This sees subsidiaries including SFR and Portugal Telecom rebranded as Altice.

The company is also pushing ahead with a strategy that sees it push deep into the content space.

Its latest move saw it sign a multi-year deal with Netflix.

“Nicolas will be bringing a very large marketing and operations expertise and strong product management experience, spanning across consumer hardware and services, enterprise cloud, telecommunications and digital media and advertising businesses,” Altice said in a statement.

Altice saw EBITDA jump 9.5 percent to €2.2 billion on sales that rose 3.2 percent to €5.9 billion in the first three months of the year.

Petit is the second new telco CMO to be announced this month.

Three UK hired the Creative and Marketing Director of high-end retailer Harvey Nichols to make the operator “one of Britain’s best loved brands”.

Read more: Deutsche Telekom ranked Europe’s most valuable telco brand

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