This is a high profile job for the cable giant, which increasingly positions itself as a tech company. And in picking Chris Satchell to be Chief Product Officer, Comcast has an exec with substantial experience in consumer gadgets from stints at Nike, IGT, and Microsoft’s Interactive Entertainment Business.

“Chris is a world-class technologist with a track record of creating products that consumers love,” says Comcast Cable CEO Neil Smit. Satchell will “work across the company to create, design and build exceptional product experiences for customers.”

He’ll report to Comcast Cable CTO Tony Werner and lead teams in Philadelphia, Denver and Silicon Valley. His predecessor, Charlie Herrin, took charge of Comcast’s Customer Experience operation in September.

The new CPO leaves Nike where he was Consumer Technology Officer since 2012. The company hoped to make a splash in the wearables business with its FuelBand fitness tracker. But rivals including FitBit and Jawbone overtook Nike. It pulled the plug on the project, electing to work with others. Prior to that, Satchell spent three years at slot machine maker IGT where he was Chief Technology Officer. His projects included video gambling.

He made a name for himself before then at Microsoft where he was Chief Technology Officer for its Interactive Entertainment Business. In that position he oversaw Xbox, Games for Windows, Xbox Live and Microsoft Game Studios.

“Chris’s depth of product development experience across a variety of leading technology companies makes him uniquely qualified to lead this important work,” Werner says. “There’s never been a more exciting time for product innovation, and I look forward to continuing to build on the great foundation that our product team has established.”