Movie theater giant Regal Cineworld Group has named Kelly Dowdy chief digital and technology officer and Adam Snow chief strategy officer. In the newly created roles, both will report to CEO Eduardo Acuna.

As the momentum continues for both our business and the theatrical industry at large, Im confident that Kelly and Adam will play critical roles in advancing our strategic objectives as we drive growth and success for Cineworld Group, Acuna said. Kelly brings a wealth of experience in digital transformation and technological innovation, and Adams deep experience in strategic planning, analytics and execution will be instrumental in guiding our long-term vision and ensuring we remain at the forefront of our industry. Dowdy will be responsible for leading the companys digital transformation and driving Cineworlds overall digital strategy aligned with business objectives, the second-largest exhibitor by number of screens said. The role is critical to enhancing the companys digital footprint, optimizing customer experiences, and fostering innovation across the organization. She will oversee all aspects of IT and digital operations, the development and management of digital products and services, as well as both foundational systems and customer-facing/mobile applications.

In terms of the consumer experience, Regal is planning to roll out upgrades to its digital channels, including its website and app.

Dowdy most recently worked at the fast food company Yum! Brands as senior vp, global digital and technology where she led the digital transformation of Pizza Hut, KFC and Taco Bells e-commerce ordering and restaurant technologies. She previously also served in senior roles at pharmacy benefit management firm Express Scripts/Cigna and aerospacegiant The Boeing Company.

Snow will be responsible for evolving the companys strategic vision, planning and implementing the organizations key priorities, defining and driving the organizations long-term strategic plan and ensuring organizational alignment with it. He will, for example, be in charge of strategies for sustainable growth, market analysis and competitive intelligence, as well as improvements to operational efficiency.

Snow joins Cineworld from hotel management services company Aimbridge Hospitality where he served as executive vp, transformation, strategy and analytics. He previously held roles at IHOP parent Dine Brands, Disney, where he worked on theme parks and resorts, technology company Dell, and consulting firm Bain Co.