Aiming to build a 'digital vision' within the group, Danish toymaker Lego Group has created the new position of chief digital officer, tasked with driving the company’s digital strategy forward.
The company has hired former the CDO of German retailer, Rewe JJ Van Oosten, to fulfil the role, effective 6 April.
Van Oosten will report directly to the CEO, Niels Christiansen and will be involved in all aspects of the group’s digital strategy from technology to e-commerce and shopper & consumer engagement.
The move, according to CEO Christiansen, follows from the impact digitalisation is having on all aspects of Lego’s business, “from how we design products to how we engage with shoppers.”
“The chief digital officer will help us build a digital vision that will enable us to capitalise on emerging digital trends, continue to be agile and innovative and inspire children for generations to come,” Christiansen added.
Van Oosten, according to Christiansen, has a combination of digital expertise and commercial acumen, with a proven track record of leading digital transformations in consumer branded and retail companies.
At Rewe, Van Oosten oversaw all aspects of the digital agenda, including e-commerce operations, technology infrastructure and digital marketing. He has held similar roles at Tesco plc and Kingfisher plc.
Van Oosten holds an MBA from the London Business School and a PhD in molecular biology, and masters degree in engineering and agronomy from Grembloux Agro-Biotech in Belgium.