For the third time in 2015, a new face joins the C-suite at clothing retailer American Apparel Inc.

The retailer hired technology veteran Brian McHale as its new chief information officer. According to a company statement, McHale will partly be responsible for the “development and expansion of the company’s retail digital capabilities.”

McHale’s background is primarily in broadcasting, having served in technology leadership roles at Journal Broadcast Group, Fisher Communications, DirecTV, and Starz. He had also been a vice president at Discovery Communications, parent company of The Discovery Channel Store Inc., No. 300 in the 2015 Internet Retailer Top 500.

“As we continue to implement our multi-year turnaround, Brian will be an important asset to the company,” said CEO Paula Schneider.

It has been a tumultuous year for American Apparel, which saw its web sales drop to an Internet Retailer-estimated $62.1 million in 2014, down 1.5% from $63.0 million the year before. Schneider officially took over as CEO in January, becoming the retailer’s fourth chief executive in a six-month span that saw the company officially cut ties with controversial founder Dov Charney. In March, the company hired Thoryn Stephens as its first chief digital officer, charged with heading up digital marketing and e-commerce strategies.

American Apparel is No. 330 in the Internet Retailer 2015 Top 500 Guide.