Fresh on the heels of hiring Michael Massey as its president and CEO last month, PetSmart Inc. has added new executives to its management team.

Among the new hires is Eran Cohen as the pet-supplies retailer’s executive vice president of customer experience. Cohen’s job is to make the retailer a more pleasing place to shop, whether the consumer is online on a computer, shopping on a mobile device or in a store. PetSmart also wants Cohen to tie together the ways its customers interact with the retailer, including on social networks. He replaces Phil Bowman, who had held the position since June 2014, according to his LinkedIn profile.

Cohen was chief marketing officer at Diane Von Furstenberg, a position in which he oversaw the luxury apparel retailer’s global marketing, e-commerce and public relations teams. Prior to joining Diane Von Furstenberg in 2013, he worked as chief marketing officer at New York & Co Inc. and Payless ShoeSource.

PetSmart, No. 362 in the Internet Retailer 2014 Top 500 Guide, also hired Ted Passig as executive vice president of buying and sourcing, and Phil Vostrejs as executive vice president of merchandising planning, allocation, distribution and supply chain. The retailer says Passig will create a direct overseas sourcing process to reduce product costs and that Vostrejs will streamline product planning and distribution processes.

The moves come less a month after a private equity consortium bought the multichannel retailer for $8.7 billion.

“We are making significant and impactful investments by adding top talent to the leadership team and creating new structures and processes to help strengthen operations as we move forward,” Massey says.