J.Jill Inc. announced on Wednesday the appointment of Viv Rettke to the newly created role of chief growth officer, effective November 19.

In her new role, Rettke will be responsible for direct channel performance, and will work with the senior leadership team on a holistic growth strategy aligning brand, marketing, and direct and retail sales channels. She will also lead the company’s AI initiatives.

Rettke will report directly to CEO and president, Mary Ellen Coyne.

A consumer industry veteran across the fashion, footwear, and food and beverage categories, Rettke joine the American fashion retailer from Cole Haan, where she served as chief strategy and transformation officer. Prior to that, she was head of transformation at Reebok, after holding a series of roles of increasing responsibility at Kraft Heinz. Earlier in her career, she was a consultant with Boston Consulting Group and a senior analyst and manager with CitiFinancial.

“We are thrilled to welcome Viv Rettke to the J.Jill team as our first Chief Growth Officer,” said Coyne.

“She has a proven ability to accelerate business growth at leading companies in fashion and other consumer industries. We’re confident her deep expertise across brand building, corporate strategy, business transformation, and retail sales and operations will help us realize the untapped potential to expand our customer file and unlock new efficiencies and market opportunities.”

The appointment comes just months after J.Jill announced the appointment of Courtney O’Connor, as senior vice president and chief merchandising officer, in June.