Tory Burch LLC has a new leader for its e-commerce initiatives.

The high-end apparel retailer hired Julie Atkinson as its senior vice president of global digital, a newly created position in which she will oversee the company’s global e-commerce efforts, according to a company spokeswoman.

Atkinson is a travel industry veteran, having spent the past eight years working in varying capacities at hotel conglomerate Starwood Hotels & Resorts Worldwide Inc., most recently as the company’s senior vice president of global digital. Prior to joining Starwood, she spent nearly four years at online travel agency Travelocity. She reports to Tory Burch president John Mehas.

Atkinson is the second major technology hire made by Tory Burch, No. 120 in the Internet Retailer 2016 Top 500 Guide, in the past four months. In September, the company brought in Burberry (No. 356) veteran John Douglas as its chief technology officer, also a newly created position.

“Julie’s entrepreneurial mindset and vast experience creating transformative digital experiences and growth will be invaluable,” co-CEO Tory Burch said of Atkinson.

Tory Burch grew its online sales to an Internet Retailer-estimated $287.5 million in 2015, up 25% from $230.0 million in 2014, according to data on Internet Retailer’s Top500Guide.com.