U.S. Bank in Minneapolis has named Gareth Gaston to the newly created position of executive vice president of virtual banking.

Gaston will lead the company's mobile, Internet, ATM and phone banking channels in his new role, according to a Wednesday press release. He joins the $364 billion-asset bank, a unit of U.S. Bancorp (USB), from the Wyndham Hotel Group, where he served as senior vice president for global e-commerce.

U.S. Bank created the position in order align its alternative banking services under a single group and "better serve customers who are moving their banking into the 'virtual' space," Kent Stone, vice chairman for consumer banking and sales support, said in the release.

Gaston "brings fresh perspective, having worked outside the financial sector," Stone said, citing Gaston's 18 years of experience in e-commerce and digital marketing. Gaston has primarily worked in the travel and hotel industry, according to the release.