Lululemon, the $8 billion clothing company that has its roots in yoga apparel, has hired former Target digital executive Alan Wizemann to run a new digital product group. Wizemann’s hire was announced internally at the Vancouver-based company on Friday.
Wizemann will take the title of VP of guest experience and digital product management at the apparel retailer. He and his team will be charged with weaving more content and community elements into the retailer’s website and apps. He’ll also oversee the development of new in-store technologies and additions to the company’s apps to make them more useful in stores.
“They have such a tight community, such a loyal customer base, and we want to tie it all together with more of a holistic approach,” he said in an interview.
Wizemann left Target in the summer after a multi-year run that saw him lead product teams for the retailer’s website and apps. While there, he had a big hand in the launch of the Cartwheel app, which has generated more than $1 billion in sales for Target. He previously founded several companies, including social commerce startup ShopIgniter.
Wizemann will spend time at Lululemon’s headquarters in Vancouver, but also plans to hire a team of front-end engineers and designers in Portland, Ore., where he lives with his family. He’ll report to Miguel Almeida, Lululemon’s digital head, who was hired one year ago.
This article originally appeared on Recode.net.