Sports retailer Lids announced on Thursday the promotion of Greg Cox to the role chief financial officer.

In his new position, Cox will oversee the company’s finance, loss prevention, human resources, and information technology departments. The new CFO will support Lids’ long-term success by emphasizing both front-office and back-office initiatives. The executive’s strategy will include increasing same-store sales, driving customer traffic and engagement, enhancing inventory investment efficiency, and improving customer service.

Internally, Cox will focus on simplifying day-to-day operations through process improvements and advancing technological automation, according to a press release.

“It’s an exciting time at Lids, and I am honored to step into this role,” said Cox. “We have a talented team and a strong business strategy. I look forward to continuing our efforts to improve operations and deliver exceptional results for both our customers and the organization.”

A Lids veteran, Cox joined the U.S. company eight years ago, serving in a variety of finance roles of increasing importance. Prior to Lids, he has held a variety of accounting and finance leadership roles.

“Greg’s deep understanding of Lids’ operations and financial strategy, combined with his leadership experience, makes him uniquely suited to take on this critical role,” said Bob Durda, president of Lids.

“His vision for simplifying and optimizing both customer-facing and internal processes will be key as we continue our focus on enhancing the customer experience and driving business efficiencies.”

Based in Indianapolis, Lids Sports Group is the largest licensed sports retailer in North America, selling fan and fashion-oriented headwear and apparel across the North America, Europe and Australia through over 2,000 retail locations.