Dive Brief:

• To enhance its digital strategy, Boosted Commerce, a company that grows brands on Amazon and Shopify, has hired Juan Paul Ramirez to serve as its chief technology officer, the company announced on Wednesday. 
• Ramirez has "decades-long experience," including as the CTO of Goop, the wellness brand created by actress Gwyneth Paltrow, and the CTO of Connexity, according to the announcement. 
• The hiring of Ramirez will help Boosted Commerce achieve its goals for 2022, the company said. It has already increased its workforce three-fold so far this year.

Dive Insight:

As Boosted Commerce grows its staff, it joins multiple other retail companies in appointing a new CTO to revamp its digital operations. On the apparel side, Abercrombie & Fitch Co., HBC and Tailored Brands have each brought in new CTOs this year alone.

Ramirez comes to Boosted Commerce with a variety of digital experience. During his time at Connexity, Ramirez developed the company's affiliate platform called Bizrate.com, and TaDa.com, a deals platform, the company said. Ramirez also had a hand in Connexity's software applications across the enterprise, per the announcement. Goop offered Ramirez a different kind of experience, working with a digital-focused brand.

"Juan Paul is a unicorn in the e-commerce space. His deep experience in DTC, marketplace, and marketing technology allows us to move even faster in building the data infrastructure that allows us to buy and build generational brands more effectively than anyone in the space," Boosted's co-founder Keith Richman said in a statement.

In the past year or so, Boosted Commerce has also made multiple acquisitions and raised capital to fund its expansion. In May, the company acquired Asterwood Naturals, a luxury skincare brand that reached "mid-seven figures in revenue" by the time of the acquisition. Last September, the company raised $87 million from various investors and announced plans to buy and develop 100 digital-native brands over the next four years.

Charlie Chanaratsopon, co-founder and chairman of Boosted Commerce (and the founder of Charming Charlie), told Retail Dive in April that the team is working toward building a company that one day could house hundreds of brands within its portfolio.