Macy’s Inc. has hired Toys R Us Inc. executive Richard Lennox as its chief marketing officer. 

Lennox’s hiring, announced Thursday, comes on the heels of Macy’s saying it will close 100 stores within the next year, or 13.7% of its current store base, in an effort cut costs and focus on better-performing stores and e-commerce.

Lennox will oversee Macy’s omnichannel marketing strategy, which includes its brand, promotional, store, digital and events marketing. He starts Sept. 15. Lennox was most recently senior vice president and chief marketing officer at Toys R Us, No. 35 Internet Retailer 2016 Top 500 Guide. Prior to Toys R Us, Lennox was executive vice president, chief marketing and e-commerce officer at jewelry retailer Zales Corp., owned by Signet Jewelers Ltd. (No. 122). He also was a senior-level executive and strategist at marketing agency J. Walter Thompson where he was an account leader with such clients as Kellogg’s Co., Nestle and Unilever.   

Lennox will replace Martine Reardon, who resigned in May after 32 years with the retailer. Reardon headed up digital initiatives, including social media and mobile at Macy’s (No. 6).

Macy’s 2015 web sales were an Internet Retailer-estimated $6.2 billion, according to Internet Retailer’s Top500Guide.com. In its second quarter earnings report released last week, Macy’s said it generated double-digit growth in online sales for the second straight quarter, but the retailer did not state how much. However, overall sales dropped 3.9% year over year during the quarter and 5.7% through the first six months of 2016. Transactions, including online, declined 5% year over year during Q2.