EBay Inc. tapped Bob Kupbens as vice president of business-to-consumer selling and global initiative owner for eBay’s seller experience.

“In this new role, he will drive efforts to scale sellers’ businesses, optimize eBay’s business-to-consumer platform for merchant success and help to acquire new sellers,” eBay said in a blog post.

Prior to his role at eBay, Kupbens was vice president of online retail at Apple Inc., No. 2 in the Internet Retailer 2016 Top 500 Guide, where he was responsible for Apple’s e-commerce business, the Apple Store mobile app, Apple Store digital interactive experiences and global retail customer service teams, eBay wrote in the blog post. Before Apple, he was vice president of marketing and digital commerce and vice president of e-commerce at Delta Air Lines. He also held positions at Target Corp. (No. 22), in roles including distribution, technology and e-commerce.

The global initiative portion of Kupbens’ new role includes aiding in eBay’s goal to have sellers define their products using structured data, which makes it easier for eBay to show relevant search results on its marketplaces, and improves mobile shopping and rankings in organic search engines. EBay continues to make progress toward its initiative, as structured data now covers 42% of listings on eBay’s marketplaces, CEO Devin Wenig told investors on a conference call discussing second quarter earnings. The online marketplace also added reviews to its products across all categories beginning in Q4 2015. In the second quarter of this year, eBay customers added 3.1 million product reviews, helping eBay reach 12 million product reviews across its online marketplaces.