The LEGO Group has hired JJ Van Oosten as its new chief digital officer. His responsibilities will build on LEGO’s digital strategy, from technology and e-commerce to shopper and consumer engagement. Set to begin in April, he will report directly to CEO Niels B. Christiansen.

Van Oosten has more than two decades of experience in digital retail. Previously, he served as the chief digital officer at German retailer REWE, where he oversaw its e-commerce and online digital marketing.

This hire follows the The LEGO Group’s US$5.5 billion in revenue for fiscal 2018, an increase of 4% over the previous year. It also reported an operating profit of US$1.6 billion (up 4%) and net profit of US$1.2 billion (up 3%) for the full year.

Christiansen, who said in a statement that the hire is a way for the company to capitalize on emerging digital trends, was appointed to the position of CEO in 2017. He replaced Bali Padda, the toy-brick maker’s first non-Danish CEO.