The parent of Costa Mesa-based RVCA said Monday it appointed a general manager for the apparel brand.

Bill Bettencourt will be based out of RVCA's Costa Mesa office and reports directly to Australia-based parent Billabong International Ltd. Chief Executive Neil Fiske.

He'll work with RVCA founder Pat Tenore on growing the art and action sports-inspired brand.

The hiring is seen as the final addition to the Billabong executive team, which focused on consolidating management into a general manager structure in which the GMs oversee and are accountable for Billabong brands globally. The business had previously been divided geographically.

Bettencourt previously served as senior vice president of sales and marketing at Sperry Top-Sider.

He's also a former vice president of product and market at Cypress-based Vans and head of global marketing for Reebok International Ltd. in Canton, Mass.