Toys R Us has named Lance Wills to the newly created role of chief technology officer to assist in boosting the company's digital strategy and performance.
Wills will join Toys R Us on June 13 and report directly to chairman and CEO Dave Brandon.
In the new position, Wills' responsibilities will span global IT and digital strategy for the company, bridging both data and business operations, according to a statement. He will also oversee end-to-end strategy, design and implementation of the Toys R Us' digital road map, "ensuring the enhancement of the customer experience by creating a seamless approach through all available shopping channels."
Toys R Us has been working to bring its e-commerce platform in house, a project being spearheaded by Phillip Newmoyer, who recently joined the retailer as senior VP and chief information officer.
"As we work towards creating a world-class customer shopping experience and revolutionizing our digital strategy, we are excited to welcome Lance to this new key role within the organization," said Brandon. "Lance has the talent, experience and leadership qualities that will be instrumental in helping position our IT and digital teams for success in the company's journey to growth."
Wills joins Toys R Us from American Eagle Outfitters, where as VP, global head of digital technology, he led the brand's online and in-store technology groups. He has also held technology roles at Macy's and Thomson Reuters.
Toys R Us is two years into its TRU Transformation, a five-year plan to increase revenue and profits. The company has been adding executives focused on innovation and investing in technology. Last year it added augmented reality to its annual holiday catalog.
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