QUINCY, Mass. — Ahold Delhaize USA is creating a new division for its digital and e-commerce efforts. Peapod Digital Labs, which is expected to be fully operational by year end, will oversee the company’s Peapod online grocery retail operation, while serving as an innovation lab for the company’s other divisions.

Ahold Delhaize USA has tapped JJ Fleeman to serve as president of Peapod Digital Labs and as chief e-commerce officer.

“We are excited about this new company, which will serve as the engine that powers our U.S. e-commerce and digital strategies,” said Ahold Delhaize USA CEO Kevin Holt. “As one of the largest grocery retailers and a market leader in home delivery on the East Coast, the great local brands of Ahold Delhaize USA have a strong heritage of innovation. The creation of Peapod Digital Labs and appointment of JJ to lead the new company and serve as chief e-commerce officer will enable us to sharpen our focus on leveraging the size and scale of the U.S. brands to provide customers with a personalized and effortless shopping experience.”

Fleeman most recently served as executive vice president of commercial services and strategy for Ahold Delhaize USA’s newly established support services company, Retail Business Services. Before that he was chief strategy and development officer for Delhaize America, and played a key role as the global integration and program leader for Delhaize Group during the merger that created Ahold Delhaize. He also led the creation of a digital center of excellence at Delhaize America.

“Ahold Delhaize USA is creating Peapod Digital Labs, which will drive market-leading digital and eCommerce capabilities to power the company’s six local brands as they create best-in-class customer experiences,” Fleeman said. “We have a tremendous opportunity to build upon Peapod’s longstanding history of innovating to meet consumers’ needs to create an unparalleled omni-channel grocery experience. Whether it’s searching for inspiration on meals, shopping online or driving digital and personalization in-store, Peapod Digital Labs will enhance the digital experience to the benefit of U.S. consumers.”