A few months after hiring Jay Zasa as its first executive creative director, New York-based digital shop The Barbarian Group has brought on Chet Gulland to take on the newly created role of group director of strategy.

TBG’s latest move is part of the agency’s ongoing attempt to beef up its strategy department, which also includes head of strategic planning and former Hot Ad (Wo)Man of the Day, Noah Brier. Anyhow, Gulland arrives from Droga5, where he spent two years and eventually worked his way up to strategy director, handling clients including Puma, Rhapsody and Activision. Gulland, in fact, served as strategist on the Gold Lion-winning Puma “Hardchorus” campaign.

Prior to Droga5, Gulland spent 18 months as a communications strategist at Anomaly and worked on Converse, Virgin America, LimeWire, and several Coca-Cola clients. While there, Gulland perhaps most notably served as media strategist/co-creator of Converse “Domination,” which won a Gold Effie in the Media Idea category in 2009.