Vancouver-based Hootsuite, known for its social media and commerce products, announced the appointment of Natalia Williams as chief product officer. Williams will serve on Hootsuite’s executive leadership and oversee the company’s strategic product direction, product management and product design.

Williams joined from the global commerce platform Mailchimp, where she was also head of product. Prior to that, she held leadership roles in retail technology with Bloomingdale’s and Macy’s.

Why she was brought on: “As social media moves more deeply into commerce, our product and product strategies are adjusting to help our customers navigate to this new giant opportunity,” said Tom Keiser, CEO of Hootsuite, in a release. “Natalia’s expertise in technology, ecomm and retail, as well as her leadership and product experiences, make her the perfect product leader for Hootsuite’s future.”

Why she bought in: Williams says she believes it's important for businesses to foster a culture that encourages experimentation and creativity––and that Hootsuite has immense potential. “I am excited to work alongside the leadership team to build and develop a robust product that our customers will continue to advocate for,” she added.

Williams will be based in Hootsuite’s new Atlanta office, which was announced last November. Her appointment follows those of CFO Tiziana Figliolia and CMO Maggie Lower.