CHICAGO -- Bally Total Fitness, Chicago, has appointed Dennis Cary as its senior vice president, chief marketing officer.

Cary, who will report to Bally CEO Mike Sheehan, will be responsible for overseeing Bally’s advertising and marketing functions in addition to developing and implementing initiatives that will help the company further strengthen relationships with its members.

Cary served for four years as chief marketing and customer officer for United Airlines. He has held a variety of senior marketing and sales executive positions with both United Airlines and American Airlines.

“Dennis is an extremely accomplished marketing leader and senior executive who understands how to differentiate a brand in a competitive category,” Sheehan said in a statement released today. “Bally will benefit greatly from his ability to translate our brand into clear, compelling marketing and member communications. Equally significant, Dennis brings to Bally expertise in customer experience initiatives and customer loyalty programs. We believe that Dennis will help us strengthen our connection with Bally members throughout their entire membership cycle.”