Rothy’s has tapped Target executive Jenna Renfrew as its new chief product and merchandising officer.

In her new role, Renfrew will lead Rothy’s integrated product strategy, bringing together product development, production, merchandising, planning, and collaborations to drive innovation, category expansion, and long-term growth. She will report to Rothy’s chief executive officer Dayna Quanbeck.

Renfrew’s mandate is to “turn the company’s brand vision into a cohesive assortment and growth strategy that strengthens commercial performance and aligns product with consumer demand.”

By bringing its key product functions together under Renfrew, Rothy’s is hoping to create a “more integrated approach” to how products are conceived, developed and brought to market, more closely connecting brand vision with broader business growth, the company added.

Renfrew joins Rothy’s from Target, where she most recently served as vice president of women’s apparel merchandising and design collaborations. Before her eight years at Target, Renfrew served a chief merchandising officer at Lucky Brand for over one year and vice president of merchandising and product creation at Stitch Fix for another year. Renfrew has also held merchandising roles at Charlotte Russe, Banana Republic, Nike and Gap.

Renfrew’s appointment comes just months after Rothy’s named former Converse and Vans exec Phil Russo as senior vice president of design and innovation as well as Adidas and On alum Salym North as vice president of product development and production. Both Russo and North report to Quanbeck.

In a March statement to FN, Quanbeck said the move is an effort to evolve Rothy’s product, gain new opportunities and build with “greater precision and scale.”

Earlier this month, Rothy’s celebrated its 10th anniversary with its largest brand campaign to date. Dubbed “Point of View,” the campaign stars 16 women across fashion, culture, journalism, literature and film, including Meryl Streep’s daughter and actress Mamie Gummer, Emmy Award-winning sports journalist and ESPN host Malika Andrews and New York Times bestselling author Coco Mellors.

The campaign also centered around the launch of the third generation of The Point, a reimagining of the bestselling silhouette that helped define the brand nearly a decade ago.