Toys R Us Inc. is turning to a travel industry veteran to lead e-commerce engineering.

Toys R Us, No. 35 in the Internet Retailer 2016 Top 500 Guide, hired Amit Poddar as its new senior vice president and chief software architect. This is a newly created position for Toys R Us. Poddar comes from online travel booking website Priceline.com, where he spent the past 17 years, most recently as the company’s chief software architect.

At Toys R Us, Poddar will be charged with overseeing the engineering of Toys R Us’ online stores, which include ToysRUs.com and BabiesRUs.com.

“We are continuing our mission to build world-class customer experiences across all our channels to best support our customer,” said Toys R Us chief technology officer Lance Wills, Poddar’s new boss. “To achieve this goal, it’s important to have the best and brightest talent in the industry; those who innovate and look for new ways to place our customer at the core of all decision making. Amit’s successes have shown he is one of these people.”

According to Top500Guide.com, Toys R Us generated an Internet Retailer-estimated $1.353 billion in online sales last year, up 10% from $1.230 billion in 2014. The retailer in September said its seasonal hiring would have a heavier e-commerce focus this year compared with last year’s holiday season.