Shazam Entertainment, creator of apps that identify songs and TV shows, has tapped Patricia Parra, a former content marketing exec at Hulu, to be chief marketing officer and build on its entry into the second-screen television market.

Parra will be based in New York and report to CEO Rich Riley. As CMO, she is responsible for overseeing brand, marketing and communications strategies for the London-based company, which claims to have 90 million actively monthly users worldwide.

Most recently, Parra was CMO of gaming startup Ouya. Prior to that she was head of content marketing at Hulu, the joint venture of Disney, 21st Century Fox and NBCUniversal, where she led global brand strategy, original series campaigns and launched new products such as Hulu Latino and Hulu Japan. She also worked at HBO on the premium cabler’s digital network distribution team, which maintains the HBO On Demand and HBOGo services.

“Patricia has a rare combination of fluency in technology, design and marketing coupled with a deep understanding of how to deliver value to our users,” Riley said in announcing the appointment. “There’s no one better than Patricia to translate Shazam’s value for television and other real life use cases and increase engagement among our hundreds of millions of users.”

Last fall, Shazam hired Kevin McGurn, previously senior vice president of sales for Hulu, as chief revenue officer. McGurn focuses on television and mobile-ad sales and developing partnerships with media companies.

The company also recruited Jonathan Block-Verk, former president and CEO of TV marketing association PromaxBDA, as exec VP of strategic partnerships and head of television responsible for developing strategic business relationships with cable and broadcast programmers and pay-TV operators.

Shazam launched in 2002 with an app to ID songs using an audio “fingerprint” matching technique. In 2012, it launched a new initiative to Shazam-enable programming and ads across cable TV channels, offering networks and marketers new ways to engage viewers with mobile content and promotions.