Michael Ouweleen is taking the top marketing spot at Turner Broadcasting’s Cartoon Network as Chief Marketing Officer of the animation station, as well as its Adult Swim and Boomerang brands.

Based in Atlanta, Ouweleen will report directly to new prez and GM Christina Miller. As CMO, he will provide the overall creative direction and strategy for all areas of marketing, on-air, trade and sponsorship partnerships that support the three broadcast brands, including digital, gaming, ad sales and consumer products.

Most recently, Ouweleen was SVP and executive creative director for CN’s Creative Group, and has been one of the channel’s key creative drivers for the past 17 years.

Ouweleen began his career at CN in 1996 and has worked his way up the creative ranks. He was part of the team that launched Adult Swim, and while serving as creative director for the new block of programming, he co-wrote and co-executive produced one of the first Adult Swim original series, Harvey Birdman, Attorney at Law.

In 2003, as SVP of development and programming, Ouweleen oversaw the creation of toons Ben 10, Chowder, The Marvelous Misadventures of Flapjack and the network’s first live-action original adaptation, Ben 10: Race Against Time. In the new role, he will lead the marketing and creative teams in order to bring a fresh approach to the properties’ marketing strategies.

Most recently, Cartoon Network renewed five of its original series, including Adventure Time, Steven Universe and Clarence.