The hire is part of a larger investment in digital.

NEW YORK -- Citizen Watch America has named Barbara Garces as its first chief digital officer.INSTORE Garces

She'll report to Jeffrey Cohen, president.

"Barbara's wealth of experience in digital, B2B and B2C ecommerce, and strategic leadership makes her the perfect person to enhance our capabilities and identify new opportunities," Cohen said in a press release.

Graces previously led digital teams at Ralph Lauren, Godiva Chocolatier and The Metropolitan Museum of Art. She'll lead the development and implementation of Citizen Watch America's comprehensive digital strategy, which will include the leveraging of emerging technologies and platforms.

In the announcement, Citizen Watch America explained that it will "continue to invest significantly in digital to transform the customer experience across myriad touchpoints and channels for all its brands, which include Citizen, Bulova, Caravelle, Frederique Constant, and Alpina."

Citizen stated that it will soon launch an enterprise resource planning system and a new product information system "that will bring its portfolio of brands to the forefront of business technology."

According to the release: "These new infrastructure systems will help CITIZEN streamline its back-office operations and add efficiency to their new warehouse management system that was installed at its corporate headquarters in Torrance California last year."

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