Former Coca-Cola marketing exec Jed Selkowitz has joined Simon Fuller’s XIX Entertainment as senior veep of strategic marketing.

He’ll oversee business development for XIX’s talent and intellectual property in North America, cultivating corporate partnerships and developing marketing opportunities for brands. He reports to Simon Fuller and XIX prexy Robert Dodds.

Selkowitz was most recently director of entertainment marketing for Coca-Cola North America. He oversaw branding partnerships with “American Idol,” the Academy Awards and other entertainment properties.

XIX Entertainment’s talent management roster includes Annie Lennox, the Spice Girls, Lisa Marie Presley, Carrie Underwood, Will Young and Steven Tyler and sports stars including David Beckham and Andy Murray.