Shopping centre giant Westfield has announced the appointment of a chief digital officer to oversee the development of the group's online and digital media strategy.
Kevin McKenzie, who has more than 16 years experience in internet, mobile and product development, will officially move into the newly-created role next month and will be based in San Franscisco.
McKenzie's responsibilities, which will also see him become a member the group's global executive committee, include leading the integration of Westfield's shopping centres globally into the new digital age.
McKenzie will report to co-chief executive officer Steven Lowy and will also be principally responsible for setting and implementing the long-term digital strategy through each of Westfield's markets.
Commenting on the news, Lowy said McKenzie's appointment reflected a more concerted effort by the group to integrate its well-established and growing existing shopping centre business with new technology.
“We have already had success in integrating technology in all sorts of ways, including sophisticated car park systems and the use of social media through Facebook and Twitter” he said.
“[But] we are determined to do more in this area and use digital technology to make the entire experience easier, more fun and more interactive for our retailers and shoppers. With so many shoppers connected to their mobile devices while they are on the go, there has never been a better time to bring digital devices to physical shopping environments.”