Jeff Jones, chief marketing officer at Target, will be joining Uber as its president of ridesharing.

Jones will be responsible for Uber’s operations, marketing, and customer support globally, according to a blog post by Travis Kalanick, Uber’s CEO and co-founder.

Ryan Graves will continue to be involved with Uber as its resident entrepreneur and builder.

Kalanick wants Uber’s marketing efforts to be more integrated with its city operations, according to the blog. The strategy includes redoing city efforts so they are more integrated with branding and marketing initiatives.

Additionally, the strategy involves finding a leader that could bring experience in marketing and brand building, according to the blog. Jones will take this role. His past job titles include leadership roles at Leo Burnett, Coca-Cola, and Target and Gap.

Click here to view the full Uber blog post.