MEDFORD, Ore. –

Lithia Motors announced its first-ever chief technology and innovation officer on Monday, appointing former Massage Envy franchising executive George Hines to the role.

Hines, who was chief innovation officer for the wellness brand before joining Lithia, has experience in similar innovation and tech positions throughout retail, ecommerce, hospitality and live event marketing.

His tech career began with Ernst & Young and Deloitte Consulting.

“We’re excited to have George’s digital expertise to improve our customer and team member experiences, drive innovation and expand our revenue base,” Lithia president and chief executive officer Bryan DeBoer said in a news release.

He added: “This is an exciting time for our company and the automotive industry. George's ability to deliver customer experiences online and by leveraging a nationwide network of locations will complement our existing strengths and accelerate innovation.

“With the second largest owned vehicle inventory in the nation and service and delivery infrastructure that touches over 80 percent of the country, we look forward to his influence in further unlocking our potential,” DeBoer said.