Hulu CEO Mike Hopkins has hired Jenny Wall from rival Netflix to be the Internet-video company’s head of marketing.

Wall, who has been named Hulu’s SVP and head of marketing, has 20-plus years of marketing experience, including seven years at HBO. Most recently, she led Netflix’s global creative team as VP of marketing to develop new brand campaigns and promotional efforts for its original series, including “House of Cards,” “Orange is the New Black” and “Arrested Development.”

“Jenny has a big task ahead of her — Hulu is at a pivotal time in its growth,” Hopkins wrote in a blog post announcing her hire. “Our goal is to become the go-to destination for fans of great television, establishing Hulu as the place for viewers to experience ‘all things TV.'”

Netflix declined to comment on Wall’s departure. Kelly Bennett, who is currently Netflix’s CMO, joined the company in 2012 after nearly a decade at Warner Bros.

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Wall is the latest senior hire by Hopkins, who has been rebuilding Hulu’s top ranks since he joined from Fox Networks last fall.

In March, Hulu hired Craig Erwich, previously with Warner Horizon Television, as senior VP and head of content; one week later, Charlotte Koh, head of development for Hulu’s original series, left the company after three years.

Other key Hulu hires under Hopkins have included head of distribution Tim Connolly, who ran Disney’s digital distribution initiatives for TV; senior VP of ad sales Peter Naylor, who hails from NBCUniversal; and chief technology officer Tian Lim, formerly with Sony Entertainment Network.

At Hulu, Wall will oversee strategy and implementation across the brand, customer acquisition and retention channels as well as communications, content, consumer insights and creative.

Prior to Netflix, Wall was CMO of entertainment agency BLT Communications, creating marketing campaigns for TV, films and brands. She also has worked for multiple ad agencies, including Crew Creative, Go Marketing and DDB Needham. In addition, Wall worked at HBO from 1995 to 2002, where she was part of the team that created the landmark “It’s not TV. It’s HBO” campaign.

Hulu is a joint venture of Walt Disney Co., 21st Century Fox and Comcast’s NBCUniversal.