PFM and banking-software company MX recruited its first CMO today.

MX appointed Don MacDonald to lead marketing and branding efforts and develop marketing strategies to help bank clients enhance the account holder experience.

MacDonald has roots in the fintech industry; he served as the first CMO of Fiserv (FinovateFall 2015 demo) and has held executive positions at Checkpoint (FinovateFall 2008 demo) and Qualcomm (FinovateFall 2009 demo). Additionally, MacDonald worked at Intel for more than 20 years, four of which he served as the company’s CMO.

According to MX CEO and Founder Ryan Caldwell, landing MacDonald is a big win for the Utah-based company. “Don brings the rare combination of a seasoned and proven marketing leader with the passion and drive of a true innovator. He has the skills, experience and proven track record to continue to evolve our marketing organization, build the MX brand and drive accelerated growth for the company,” says Caldwell.

MX, formerly known as MoneyDesktop, offers data aggregation, data cleansing, auto-categorization, classification, money management, custom APIs, data analytics, and marketing. The company was founded in 2010 and now helps more than 600 financial institutions and 30+ digital, online and mobile banking providers deliver a better user experience.

MacDonald isn’t the only well-known fintech player MX has recruited. Last September, the company drafted Pete Kight to its board of directors. Kight is founder of Checkfree and served as the company’s CEO until it sold to Fiserv in 2007.

MX presented at FinDEVr San Francisco 2015 on how to build an easy-to-maintain platform. The company last demoed at FinovateFall 2014 in New York.