AwesomenessTV, DreamWorks Animation’s digital division, has hired Walt Disney Studios marketing exec T.J. Marchetti as chief marketing officer.

Marchetti will be in charge of all AwesomenessTV marketing and branding initiatives, including the flagship AwesomenessTV properties and the Hearst joint venture for the Seventeen YouTube channel and multichannel network.

He replaces Margaret Laney, AwesomenessTV’s previous CMO, who has left the company to join a mobile startup, according to a rep.

“T.J. comes to AwesomenessTV with a strong track record of combining creativity and technology to build brands and audience loyalty,” Brian Robbins, co-founder and CEO of AwesomenessTV, said in a statement. “We are thrilled to have someone of his stature join our company as we continue to grow.”

As Walt Disney Studios’ senior VP of digital marketing, Marchetti was responsible for digital marketing theatrical and in-home campaigns for Marvel, Pixar, Disney Animation, Walt Disney Studios Motion Pictures and Lucasfilm.

Marchetti also was part of the team to launch the Disney Movies Anywhere service on Apple’s iTunes. He currently serves on the board of social-discovery app startup Banjo.

Prior to Disney, Marchetti held senior leadership positions with Viacom’s MTV Networks, weplay.com, eHarmony, IAC, Yahoo and AOL.

DreamWorks Animation acquired AwesomenessTV in May 2013.