Signet Jewelers Ltd. expanded its board of directors and created new executive roles, including chief customer officer and chief retail insights officer, to strengthen its digital capabilities.

The diamond retailer added Brian Tilzer to its now 12-member board of directors with the aim of deepening its digital expertise. Tilzer works with drugstore chain CVS Health as its chief digital officer, where he leads company-wide digital innovation efforts, and has worked more than 20 years in strategic business development roles focused on IT and e-commerce.

“Brian brings to Signet deep, innovative digital and e-commerce experiences at major retailers,” said Signet chairman H. Todd Stitzer. “There is a valuable connection between Brian’s very specific experience and the strong growth opportunities ahead for Signet.”

The company also laid out shifts in its executive ranks, including the creation of the new positions of president and chief customer officer, who will focus on the company’s omnichannel offerings, and a chief retail insights and strategy officer, who will “consolidate and enhance” strategy across the business.

The managing director of U.K. operations Sebastian Hobbs has been promoted to the customer officer role. He will continue to oversee operations there and Emma Hayward will move to the role of executive director of the U.K. division. George Murray, Signet’s current chief merchandising and marketing officer, will take on the retail insights and strategy role.

“We continue to align our organization and priorities with our Vision 2020 strategy and the changing retail environment, characterized by evolving shopping habits and increasing customer expectations for an outstanding digital experience,” said Signet chief executive officer Mark Light. “These changes and investments support the long-term growth of our business and build upon our competitive strengths and leading market position.”

In tandem with the company’s increased focus on digital and omnichannel, longtime chief operations officer, Ed Hrabak, and executive vice president of North American store operations, Tryna Kochanek, are retiring. Both have worked with Signet for more than 20 years.

Bryan Morgan, currently executive vice president of supply chain management, will take over the chief operating officer role and will focus in large part on the ongoing “modernization” of Signet’s IT systems. A replacement for Kochanek was not immediately named.

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