Through her numerous stops across her career, Moreno feels like she’s picked up all the tools needed to take on her new position with the Coyotes, telling Adweek that she learned social and digital marketing at CBS Sports, brand marketing at Mattel (where she worked on the Barbie and Hot Wheels brands), and retail at PetSmart.

“Tania has an impressive marketing background across a variety of industries,” said Arizona Coyotes president and CEO Xavier Gutierrez in a statement. “Her experience and leadership will help us continue to grow our brand and make her a valuable addition to our team.”

Moreno’s only been on the job for a handful of days, but she said she already has a few priorities. “How do we create this brand as something above and beyond the ice? How do we deepen our relationships with our current fans?” Moreno said.

The team wants to expand the use of its Kachina logo, which she said fans view as a stylish symbol that can be worn outside a hockey setting. On Monday, the team revealed a new alternate jersey featuring the Kachina, which is an homage to the team’s alternate jersey from 1999.

Moreno told Adweek that the club is also expanding its diversity and inclusivity initiatives to support underserved communities in the Phoenix area.

For the upcoming season, Moreno said the uncertainty has the led the Coyotes to focus on other areas of revenue, including making merchandise a bigger priority, as well as launching its flex spending plan that gives fans more options to attend games of their choosing.

To hear more about the Arizona Coyotes’ plans for the upcoming NHL season and how brands can get involved, sign up for Adweek’s Brandweek Sports Summit and Upfronts, which continues through Thursday. Register here.