GM has hired Jon Beebe away from Ford to help steer the automaker's social, online and mobile marketing campaigns.

General Motors has hired Jon Beebe, one of the forces behind Ford Motor Company's innovative Fiesta Movement social media campaign, to help bolster its online and mobile marketing efforts.

Beebe will serve as chief of GM's new digital strategy and integration department. At Ford, he worked on the Fiesta Movement, which netted him Ad Age's Marketer of the Year Award.

At GM, Beebe will report to Liz Boone, the automaker's global director of digital and social engagements.

Beebe is one of a handful of new marketing gurus hired by GM as it attempts to expand its presence into nontraditional media. The automaker recently hired chief marketing officer Joel Ewanick away from Hyundai and it has made several other notable additions over the last year, primarily poached from Asian automakers' U.S. offices in California.