US pay-TV major DISH today announced the appointment of Jay Roth as chief marketing officer — responsible for marketing, advertising and consumer insights.

Jay Roth, who earlier held senior marketing and acquisition roles at JP Morgan Chase for the past 10 years, will report to Warren Schlichting, executive vice president of Marketing, Programming and Media Sales at DISH.

Jay Roth brings to DISH a consumer-centric approach and a successful track record of leading metric-driven marketing campaigns to grow the company’s customer base, improve the quality of accounts created and increase existing customer interaction with its products and services.

Most recently, Roth led direct to consumer marketing efforts for Morgan Chase’s consumer banking and home lending organizations. Before joining Chase, he held increasingly senior marketing roles for Bank One, leading acquisition and retention efforts across the institution’s Auto, Mortgage and Home Equity divisions.