Matt Marcotte has joined Bergdorf Goodman as chief operating officer, a new role at the luxury store, the company said Monday.

The appointment is the second on the senior level made by Darcy Penick, president of Bergdorf Goodman. Her first appointment was back in October when Yumi Shin was recruited as executive buying director  and elevated this week to chief merchant to oversee all product categories.

Penick joined Bergdorf Goodman as president in early September 2018. It was a clear sign that Bergdorf’s parent company, the Neiman Marcus Group, sees opportunity to accelerate digital growth at Bergdorf’s and its other divisions through its ongoing “digital first” initiative.

Marcotte joins Bergdorf’s from Tory Burch, where he serve as executive vice president, head of global direct to consumer, where he was responsible for defining the employee, customer and retail growth strategy for the brand. Prior to that, he worked at Apple Inc. as managing director, North America retail stores, responsible for more than 200 locations, as well as creating strategies for store and employee expansion. Earlier in his career, he worked at the former May Department Stores Co. and Gap Inc.

Penick said Marcotte has “a highly customer-centric approach, which will benefit both our associates and customers” and that he has a record of creating innovative strategies.