Ralph Lauren Corp., which has been on course to build even stronger digital connections, has made some key changes in its creative department.

Jack Becht, most recently digital fashion director at Selfridges, joined last month as creative director, agency, at Ralph Lauren, overseeing the Polo, Luxury, Lauren, Home and RL content studio divisions.

He reports to Alice Delahunt, chief digital and content officer, who has been with the company for three years, having cut her teeth at Google, Snap Inc. and Burberry, where she worked for six years and rose to global director of digital and social.

Becht has more than 10 years of experience in advertising, branded content and editorial. Prior to his year at Selfridges, he spent three years as creative director at Condé Nast, where he led the Fashion/Luxury group creating advertising and content campaigns for client’s channels, as well as the print, digital and social platforms of Condé Nast’s brand portfolios.