Digital collectibles platform Terra Virtua has tapped branding veteran Pierre Dadd to lead its marketing division, offering yet another example of a high-profile executive transitioning to a blockchain company.

Dadd has been hired for the position of marketing director, Terra Virtua announced Wednesday. Dadd has over 20 years of experience in marketing and brand development, making him a strong candidate to spearhead Terra Virtua’s marketing efforts.

Dadd’s LinkedIn profile suggests he has been involved with the company since at least April. Prior to accepting the position, he headed his own private brand consultancy for three years. He also has long-tenured career stops at Lego, The Walt Disney Company and Auto Trader UK.

Dadd said he’s excited to join Terra Virtua and welcomed the challenge of raising the company’s brand profile. 

“The team has built a strong platform with a unique proposition that really sets the business apart in the market. My role is now to capitalise on this and together, we will build Terra Virtua into a world-class brand that has broad, mass market appeal. I can’t wait to get started,” he said.

Gary Bracey, Terra Virtua’s CEO, said Dadd brings a “wealth of experience” required to take the nonfungible token market mainstream, adding:

“We know maintaining NFTs into popular perception is going to be a tough challenge, and Pierre’s wealth of experience at Disney and LEGO will be instrumental to guide us in that direction.”

Terr Virtua has been in expansion mode since securing $2.5 million in private investments last November. The investment round, which was led by Woodstock, NGC Ventures and AU21 Capital, allowed the company to continue developing its so-called “mass market” NFT ecosystem.