Samsung Electronics’ former head of North American operations is making the jump to Nokia, the Finnish company said Friday.

According to Nokia CEO Rajeev Suri, Gregory Lee will serve as President of Nokia Technologies, where he will build and lead the company’s consumer technology business, with a focus on efforts in virtual reality and digital health, among other things. Suri praised Lee’s “passion for innovation and operational excellence.”

“We have chosen the right leader to take Nokia Technologies forward at a time of renewed excitement about the Nokia brand around the world,” Suri commented.

Lee’s attention to VR and digital health in particular follow Nokia’s acquisition of fitness wearable company Withings last year. The company has also been pushing into the VR market, most recently via a deal with Technicolor to create “new and compelling” content using Nokia’s OZO camera and content creation tools.

Lee spent 13 years at Samsung Electronics, most recently serving as President and CEO for the company’s North America division. In that role, he reportedly oversaw a portfolio that spanned mobile phones and consumer electronics, as well as digital health, virtual reality devices, and digital content. Prior to that, Lee held positions as Samsung’s Global Chief Marketing Officer, as well as President and CEO of Samsung Electronics Southeast Asia and Samsung Telecommunications America.

Nokia indicated Lee will be based in California and will report directly to Suri.