Citizen Watch America has appointed former Ralph Lauren executive Barbara Garces as its first chief digital officer, as part of the brand’s strategy to invest in digital “to transform the customer experience across myriad touchpoints and channels for all its brands”.
Garces, who led the Ralph Lauren digital team as vice president of wholesale digital and e-commerce, will be responsible for the development and implementation of the company's comprehensive digital strategy, which will include the leveraging of emerging technologies and platforms.
The role will cover all of its brands, Citizen, Bulova, Caravelle, Frederique Constant, and Alpina, and she will report directly to Citizen Watch America president Jeffrey Cohen.
The appointment comes ahead of Citizen launching a new ERP and Product Information System that the company states will bring its portfolio of brands to the forefront of business technology and will help the company 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.
Image: courtesy of Citizen Watch America