Sports wear retailer The Finish Line has appointed former Crocs e-commerce executive Jay Custard as its new vice president of digital marketing.

The company said yesterday (26 January) that Custard's responsibilities will include leading and directing corporate strategies involving digital customer acquisition, retention, and customer satisfaction, as well as developing new strategies to support future growth.

He joins from Crocs, where he was vice president of e-commerce. He has also worked for Crispin Porter + Bogusky/texturemedia, where he serviced clients including Microsoft, American Express, Volkswagen and Domino's Pizza.

""Jay's appointment is key to driving long-term growth for The Finish Line through aggressive expansion of our digital business," said executive vice predident, chief digital officer Chris Ladd.

"Digital growth is essential as our company continues to execute an omni-channel strategy where customers must have a consistently great brand experience as they interact with us through all channels, including our stores, digital, mobile and social media. Jay's expertise and insights are critical to pursuing this strategy and resulting digital growth."