In a bid to unite its digital and bricks-and-mortar retail strategies, Sephora is switching up its team, with key roles amended to cover both competencies, according to a report published by WWD.

“We hope to position ourselves for the future which is already coming – one where physical and digital blend even further,” Mary Beth Laughton, who has been promoted from Senior Vice President of Digital to Executive Vice President of US Omni Retail, told WWD. “We know the majority of our clients who shop at our stores have had an experience with us through one of our digital channels. Serving customers seamlessly across our channels has been a central part of our vision to be the most loved beauty community, and we think this move will help us accelerate our focus on the customer even further.”

Meanwhile, Gregg Ardizone will step up to the role of Senior Vice President of Stores, from his current position of Vice President of East Coast Stores, reporting to Laughton. Bridget Dolan will transition from Vice President, Sephora Innovation Lab to Senior Vice President of Omni Experiences and Innovation, and Artemis Patrick will see her role expanded from Senior Vice President of Merchandising to Chief Merchandizing Officer, to head a cross-channel merchandizing team.