Levi Strauss & Co. (NYSE:LEVI) introduced the appointment of a new chief digital officer on Friday because it continues to pursue DTC development.

Jason Gowans, a former chief of Nordstrom’s (JWN) digital enterprise, is set to affix the denimwear chief as of February 6. He is anticipated to steward e-commerce efforts as the corporate continues to spend money on on-line gross sales. In October, CEO Chip Bergh highlighted $270M in CapEx to be allotted towards direct to client enterprise investments as a key development driver into the beginning of calendar yr 2023.

“Jason is a seasoned leader with a proven track record and expertise in creating digital experiences that delight consumers, and I have no doubt that he will help us accelerate our strategies to digitally transform the company and be direct-to-consumer (DTC) first,” Bergh stated on Thursday night. “Jason’s deep knowledge of data science, combined with his strong digital expertise, will help us digitally transform all parts of our business — from supply chain to marketing to ecommerce — and accelerate our growth.”

He is ready to report back to firm president Michelle Gass, who joined Levi Strauss (LEVI) earlier in January after a tumultuous tenure as CEO of Kohl’s Corporation (KSS). Gass is slated to transition to firm CEO over the subsequent 18 months.