A former marketing executive with Virgin Mobile and the NFL has been tapped to head up EMI’s marketing efforts in the U.S. and Canada.

Howard Handler, who was with MTV during the “Beavis and Butt-head” era, has been named executive VP/head of marketing in North America for EMI. He reports to Sam van der Feltz, president of Global Marketing, and is a member of EMI Music’s North American management team, under the leadership of regional president Colin Finkelstein.

Handler will be responsible for artist marketing, advertising, publicity, promotion, video production, digital and tour marketing for artists on EMI Music’s North American labels including Blue Note, Capitol and Virgin.

Previously, Handler was chief marketing officer for Virgin Mobile USA and senior vp of marketing and fan development at the National Football League; He was the NFL’s first marketing chief.