Toys R Us Inc. has promoted a company veteran to lead its Canadian business.

The multichannel toy retailer, No. 35 in the 2016 Internet Retailer Top 500 Guide, promoted Melanie Teed-Murch to president of Toys R Us Canada from chief merchant. She has been with the retail chain for 20 years. In her new role she will be responsible for the retail chain’s online arm and Canadian stores.

“Her deep experience in retail and drive for results, coupled with her strong relationships across our global teams and vendor community, give me great confidence in her ability to achieve our growth goals in Canada,” CEO Dave Brandon said.

Toys R Us Canada director of e-commerce Tara Conway told attendees at the eTail Canada conference in Toronto that 50% of all of ToysRUs.ca sales go through one of the company’s 83 retail stores in the country, meaning everything from filling orders to taking customer service calls.