Citizen Watch America has named fashion and art digital veteran Barbara Garces, pictured here, to the newly created role of chief digital officer.
New York--Citizen Group’s American sales and marketing division is putting new emphasis on its digital strategy.

Citizen Watch America has created a chief digital officer position, to report directly to President Jeffrey Cohen.

Filling the new role is Barbara Garces, who previously headed digital teams at Ralph Lauren, Godiva Chocolatier and the Metropolitan Museum of Art. Her appointment was announced this week.

Garces will be responsible for forming and instituting Citizen’s digital strategy, including the use of emerging technologies and platforms.

“Barbara’s wealth of experience in digital, B2B (business-to-business) and B2C (business-to-consumer) e-commerce, and strategic leadership makes her the perfect person to enhance our capabilities and identify new opportunities,” Cohen said in a press release.

Citizen said in 2017 it will institute a new ERP, or enterprise resource planning system, and a new product information system to “streamline” back-office operations and its warehouse management system at its headquarters in Torrance, California.

Citizen Watch America encompasses the U.S., Caribbean and Latin American territories.

Citizen manufactures its namesake brand, as well as Bulova, Frederique Constant, Alpina and Ateliers deMonaco.

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