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

Dadd was hired for the position of marketing manager, 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 contour suggests he has been involved with the company since at least April. Prior to accepting the position, he headed his ain private brand consulting fir for three years. He also has long-tenured career stops at Lego, The Walt Disney Company and Auto Trader U.k..

Dadd said he'south excited to join Terra Virtua and welcomed the challenge of raising the visitor's brand profile.

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

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 exist a tough claiming, and Pierre's wealth of experience at Disney and LEGO will be instrumental to guide the states in that direction."

Terra Virtua has been in expansion mode since securing $2.five million in private investments last Nov. The investment round, which was led past Woodstock, NGC Ventures and AU21 Uppercase, allowed the company to go on developing its then-called "mass marketplace" NFT ecosystem.