Canada Goose Holdings Inc. announced on Friday the appointment of Alfredo C. M. Tan to the role of chief digital and information officer, effective August 7. Tan replaces Matt Blonder, who will be departing the luxury outerwear company.

As chief digital and information officer, Tan will be responsible for the strategy, implementation and adoption of all consumer-facing digital platforms. He will drive the brand’s digital capabilities and lead the teams responsible for developing the company’s digital roadmap across digital sales channels, as well as the company’s IT, digital media and marketing, and consumer insights.

Tan and his team will also be responsible for Canada Goose’s future data and AI strategy to enhance commercial and enterprise performance, according to a press release from the Toronto-based firm.

Tan joins Canada Goose from Loblaw Companies, where he was the senior vice-president and managing director of the retail media division. Prior to that, he was a leader at Meta Platforms, joining as one of the first 1,000 employees globally and helping to transform it into a global media and technology leader.

Previously, he served as senior vice-president of strategy, data and digital products at Rogers Sports & Media, and was also the first chief digital officer and chief innovation officer at WestJet Airlines.

“Alfredo brings significant global experience and a proven track-record harnessing the power of technology to transform consumer experiences and deliver results,” said Dani Reiss, chairman and CEO, Canada Goose.

“I am confident in Alfredo’s abilities to accelerate our organization’s digital capabilities, drive operating efficiencies across the value chain, and enhance our customers’ omnichannel shopping experience.”

In its most recent trading update, Canada Goose reported higher-than-expected sales growth on strong retail results in China and the US.