TickPick has appointed its first-ever chief marketing officer in the company’s nine-year history.

Industry veteran Jim Halliday steps into the role after years of leading various retail brands in their marketing operations. He joins the no-fee ticketing site after serving as CMO at subscription food service provider Plated. Previously, Halliday led marketing operations for Bed Bath & Beyond, Procter & Gamble and Rosetta Marketing consulting firm.

“As an e-commerce brand, it was critical we identify someone deep-rooted in the fundamentals of expanding digital footprints,” TickPick co-founder and co-CEO Brett Goldberg said in an official release. “Specifically Jim’s success in introducing a new pricing strategy at Plated stood out as our initial conversations progressed. Our customers are at the core of every move we make at TickPick and Jim is the ideal person to help generate even more awareness for our no hidden fees model.”

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Halliday is the third executive to join TickPick following the company’s raising of $40 million in capital funding last summer from PWP Growth Equity. It marked TickPick’s first time seeking institutional funding since launching in 2011. Halliday’s placement follows the appointing of Chief Data Officer Vincent David and Chief Financial Officer Michelle Rusnak.

“In evaluating new professional opportunities, my unshakeable requirement is that I join a company that’s significantly differentiating itself in its industry,” Halliday stated. “It was immediately apparent that TickPick brilliantly identified a no hidden fees model, which has cemented its status as one of the go-to secondary marketplaces in the ticketing industry. As a career marketer, it’s a dream scenario to get to tell event goers that we put the customer first and the price you see is the price you pay.”

TickPick’s executive team is led by Goldberg and co-founder/co-CEO Christopher O’Brien.