Nordstrom is doubling down on its technology efforts, naming Edmond Mesrobian as the retailer’s new chief technology officer.

A veteran of grocery retailer Tesco and online travel giant Expedia, Mesrobian is charged with helping Nordstrom bolster its digital strategy and customer engagement efforts.

“After an extensive search, we are excited to have Edmond join our executive team as chief technology officer,” said Blake Nordstrom, co-president of Nordstrom, in a statement. “Edmond is a seasoned technology expert, and has contributed to the growth of retail, high-tech and internet-based businesses for nearly three decades. As our industry and customers evolve, Edmond will help us continue to transform our business so we can deliver the best experience to our customers, however they choose to shop with us.”

Nordstrom’s digital efforts have gone through some fits and starts over the years, and the iconic Seattle retailer is facing additional challenges from next door neighbor Amazon, which is increasingly moving into the fashion and apparel business.

Mesrobian, who also previously held a stint as CTO at Seattle-based RealNetworks, replaces Kumar Srinivasan, who left the company after less than a year in January 2017.

Last month at an investor event in Los Angeles, the company declared that it is rolling out a plan to become the “best fashion retailer in a digital world.”

Can Mesrobian help Nordstrom navigate that tricky path? Only time will tell.