Ecommerce firm Omni Retail Enterprises has appointed Jeff Haddox as its new chief technology officer.

Haddox joins from online children’s apparel retailer RuffleButts, where he was digital officer for almost two years and oversaw the retailer’s creative, marketing and e-commerce operations and customer experience among others.

Prior to RuffleButts, Haddox served in several leadership roles across marketing, business development, e-commerce and customer experience at Omni’s portfolio company Pier 1 for almost thirteen years.

In his new role, Haddox will oversee Omni’s digital selling channels, along with data analytics and all other aspects of the firm’s technology operations. In his capacity overseeing the company’s digital selling channels, Omni said that Haddox will focus on site merchandising, content strategies, CRO, and behavioural analytics.

“Jeff’s extensive experience in omnichannel strategy, analytics and innovation aligns perfectly with our mission of reimagining Omni’s iconic brands for today’s consumer,” Omni chief executive Sharon Leite said in a statement. 

Brands Omni’s portfolio include Dressbarn, Modell’s Sporting Goods, Stein Mart and Linens ’N Things, and Ralph & Russo among others.

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