Macy’s on Tuesday announced that Massimo Magni has been named the company’s chief customer and digital officer. Magni will start Monday and report to CEO-elect Tony Spring. 

Magni will guide the vision and growth of Macy’s digital business and customer-centric strategy while leveraging data and analytics. This includes overseeing the company’s e-commerce sites, mobile apps, marketplace, loyalty and gift registry programs. 

Magni worked with McKinsey & Company for two decades, most recently as a senior partner co-leading McKinsey’s Next Commerce and the global leader of its Consumer Growth Practices.

“I’m excited to welcome Max to Macy’s, Inc. He brings to the team an innovative, customer-led mindset that will help advance our digital business and strengthen our customer relationships,” Spring said in a statement. “His passion for and experience with portfolio optimization, e-commerce and digital analytics transformation makes him a great fit for the organization.”

Magni comes to Macy’s at a time when the company is investing heavily in technology. During a March earnings call, executives laid out a capital spending plan to invest $1 billion in 2023 and up to $3 billion over the next three years, primarily focused on digital and technology projects. 

Macy’s previous Chief Customer and Digital Officer, Matt Baer, left the department store retailer in June to become CEO of Stitch Fix. His initiatives included Macy’s third-party marketplace, media network and livestream shopping. 

In its latest earnings, net sales fell 6.8% year over year with brick-and-mortar sales down 6% and e-commerce down 8%. Citing consumer pressures, the company slashed its guidance.