L’Oréal Canada has a chief retail officer, the brand’s first in its Americas zone, naming Jared MacKay to the new position.

MacKay comes to L’Oréal from Aldo, where he spent the last 15 years in brand management, creative development and communications roles. Most recently, he was the shoe retailer’s director of store experience and omnichannel marketing.

L’Oréal Canada created the position in order to keep improving the consumer experience in an omnichannel retail world, according to a press release from the brand. Based on its experience with its Kiehl’s boutiques and its Urban Decay brand, “it has become essential for L’Oréal Canada to manage retail operations as a strategic business driver and to implement best-in-class processes, systems and synergies across all of its divisions,” the release said.

MacKay’s role will cover retail strategy, omnichannel experiences, and real estate partnerships.

L’Oréal has prized digital innovation, and has its own in-house content factory creating material across its 35 brands.

“Digital is not a marketing, HR or sales responsibility,” Stéphane Bérubé, CMO at L’Oréal Canada, told strategy in a recent feature. “It’s the responsibility of the whole organization, because digital impacts all aspects of the corporation. It’s impacting the way we approach things from logistics, supply – everything.”