Google has appointed a new head of consumer marketing for YouTube, hiring an executive of rival Microsoft’s search engine, Bing.

Danielle Tiedt, general manager of Bing, will take on the role of VP of marketing for YouTube.

“We are excited to have someone of the calibre of Danielle Tiedt on board as our VP of marketing. She will play a pivotal role as we move forward into our next phase of growth,” Google said in a statement.

AdAge points out that the move is a blow to Microsoft’s search engine, which is trying to increase marketing share from Google, but only succeeding in doing so from Yahoo.

Tiedt will be tasked with maturing the internet’s top online video property from a place to upload  amateur shenanigan videos to a network of 96 channels of original content, with TV-like brand advertising to match.