ATPCO has hired digital marketing veteran Ellen Lee as chief commercial officer, effective Tuesday, the company announced.

Lee has close ties to new ATPCO CEO Alex Zoghlin, as she co-founded distribution technology firm G2 SwitchWorks with him and subsequently served as its SVP commercial. More recently, she was SVP of digital marketing and experience for mountain resort operator Alterra Mountain Co. as well as an executive leading digital customer experience strategy for Hyatt Hotels Corp. In the 1990s, she worked with American Airlines and Delta Air Lines in revenue management roles.

In a statement, Zoghlin said Lee “will play an important role in our transformation journey,” as he works to modernize and simplify the way ATPCO works with its customers. She replaces chief commercial officer Jonathan Savitch, who left his role to join the nonprofit sector.

ATPCO also announced that it has hired Maya Bordeaux as its chief people and culture officer, who will work to promote “a more diverse, equitable and engaged workforce,” according to ATPCO. Bordeaux, who started at ATPCO on April 26, previously worked in human resources and company culture leadership roles at McDonald’s Corp., Wilton Brands and Tribune Publishing.

She replaces chief human resources officer Priscilla O’Donnell, who retired after 41 years with the company.