GameStop Corp said on Tuesday its chief customer officer Frank Hamlin will resign from the company on March 31, pointing to a deepening of changes driven by its new biggest shareholder, Chewy.com cofounder Ryan Cohen.

This is the second executive departure at GameStop since it tapped Cohen to spearhead a transition to ecommerce. Chief Financial Officer Jim Bell is stepping down this month.

Hamlin, who had previously served as the companys chief marketing officer, had been in his current position since June 2019. As chief customer officer, he had been in charge of marketing, customer loyalty and GameStops omnichannel business, according to the companys website.

Since Cohen joined GameStops board in January, the 35yearold entrepreneur has been obsessing about customer service, contacting customers late into the night to solicit feedback, and has made a push to upgrade the companys website and online ordering system, Reuters reported on Tuesday.

He is pursuing an againsttheodds transformation of the brickandmortar retailer into an ecommerce firm that can take on bigbox retailers such as Target Corp and Walmart Inc and technology firms such as Microsoft Corp and Sony Corp.

GameStop was the main beneficiary of a surge driven by a pack of social mediacentric amateur traders in January that cost some hedge fund shortsellers billions and made money for others.

Since labelled a meme stock, the companys shares have continued to swing widely. The company is expected to report…