Vista Outdoor Inc. announced that it has named Michael Robinson to its board of directors, effective December 17. Robinson will also serve on the Board’s Nominating and Corporate Governance committee and its Management Development and Compensation committee.

“I’m proud to welcome Mike to the Vista Outdoor Board of Directors,” said Board Chairman Mike Callahan. “Mike is a strong addition to our team, with more than 20 years of experience at several large and complex businesses. We believe his vast retail background, ecommerce knowledge, and focus on the customer experience will be a great benefit to our company. He also shares values compatible with our core consumers. These qualities make him ideally suited to join the Board during a time of transition for Vista Outdoor.”

Previously, Robinson was the chief digital officer and head of customer experience at Macy’s and Macy’, reporting to the CEO. He had a seven-year rise through the ranks at Macy’s and was promoted to Executive Vice President of Product Management and Customer Experience in 2015. In this role, Robinson focused on the company’s entire product management portfolio, digital user experiences and omni-channel operations. Before that, he served as Senior Vice President of Digital Technology from 2010 to 2015.

Prior to Macy’s, Robinson held multiple positions with Gap, Inc. and IBM Business Consulting. He began his career with Johnson & Johnson and PricewaterhouseCoopers.

Robinson is a graduate of Pennsylvania State University in Finance & Accounting and earned an MBA from Pepperdine University. He lives in San Francisco.

Vista Outdoor, based in Anoka, MN, is a manufacturer and marketer of outdoor sports, recreation products and ammunition. The company produces a broad product line for the biking, winter sports, hunting, shooting sports, wildlife watching, archery, and golf markets. Major brands include Bushnell, Blackhawk!, CamelBak, Savage Arms, Federal, and Camp Chef. Revenue is approximately $2.1 billion.