Bayer has brought on Paul Capelli, formerly of QVC, for the newly created role of VP of communications for consumer health.

Capelli, who started in the job on Monday, is responsible for managing internal and external communications for the pharmaceutical company’s consumer health brands, such as Dr. Scholl’s foot-care products, allergy aid Claritin, and Coppertone sunscreen. He also plans to expand the company’s consumer health marketing.

“We’re creating something new in the organization,” Capelli said. “We’re creating a new [consumer health] team within the larger communications team.”

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Capelli will report to Ray Kerins, SVP and head of U.S. communications, government relations, and policy. He is based in Bayer’s North American headquarters in Whippany, New Jersey.

Previously, Capelli worked at QVC as VP of corporate communications and community affairs and was VP of PR at Staples and CNBC. He has also held roles at and Ketchum, according to his LinkedIn profile.

“Bayer has these great consumer brands, and I will be putting energy toward the marketing of those brands,” said Capelli. “The organization is really redefining itself globally as a life-science company.”

This story originally appeared in PRWeek.