Dish Network has hired Jay Roth, formerly JPMorgan Chase & Co.’s senior VP of marketing for consumer banking, as chief marketing officer.

Roth, who will officially join Dish later this summer, reports to Warren Schlichting, executive VP of marketing, programming and media sales. Roth replaces James Moorhead, Dish’s former CMO who left the satcaster last year to become chief marketing officer of car-insurance startup Metromile.

For the past decade, Roth held senior marketing and customer-acquisition roles at Chase, and prior to that held marketing roles at Bank One (which Chase acquired in 2004). He holds a bachelor’s degree in business administration and management and marketing from the University of Dayton.

At Dish, Roth will be tasked with turning around the No. 2 satellite operator’s recent slide in subscribers, even as the company has been growing the internet-delivered Sling TV package — which Dish markets as an alternative to pricey and restrictive cable and satellite TV.

“Dish is all about challenging the pay-TV industry’s status quo,” Schlichting said in announcing Roth’s hire. “We believe Jay’s precision marketing experience and approach to the entire 360-degree consumer experience will be a strong complement to Dish’s bias towards innovation and service in the highly competitive pay-TV landscape.”