Keshet Canada’s Mark Rubinstein is to head up Alpine Canada as president and CEO.

Despite working for Alpine Canada full-time, Rubinstein told Playback he will continue to provide Keshet Canada with management services via RubyRun Ventures, which represents Keshet International properties in Canada.

The former Alliance Atlantis Communications and Insight Sports exec launched the Canadian office for Israeli producer-distributor Keshet International in June 2013.

Rubinstein established Keshet Canada as a joint venture with Keshet International, with an eye to producing local versions of around 50 Keshet International properties under the Keshet Canada banner.

“I’m thrilled to have the opportunity to join the team at Alpine Canada as our alpine, para-alpine and ski cross athletes compete for the honour of representing Canada at the 2014 Sochi Olympic and Paralympic Winter Games,” Rubinstein said in a statement.

CORRECTION: A previous version of this story incorrectly indicated that Mark Rubinstein had exited Keshet Canada for Alpine Canada. In fact, Rubinstein will be continuing to offer management services to Keshet Canada via RubyRun Ventures, of which he is the sole shareholder. Playback regrets the error.