Joe Doody. Photo included with Staples’ press release.
Joe Doody. Photo included with Staples’ press release.

Staples Inc., the Framingham-based office supply giant, said Thursday that Joe Doody, the president of its North American commercial unit, has been named vice chairman with a mandate to “lead Staples’ strategic reinvention.”

Doody will continue to report to Ron Sargent, the company’s chairman and chief executive, the company said in a press release.

Staples has been striving mightily to reinvent itself lately as it faces tough trends in the office supply retail business. In the digital era, customers need less paper, ink, and toner. Meanwhile, competition has intensified from discounters and online retailers.

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In recent months, Staples has announced a new marketing tagline (”Make More Happen”), announced plans to open a West Coast e-commerce lab, and vowed to match prices with Amazon.com. In addition, the company is embarked upon an ongoing program to trim its retail space in North America as it puts greater emphasis on Internet and mobile sales. Staples is also expanding the assortment of products that it offers to business customers.

Besides announcing Doody’s new job, Staples named executive vice president Shira Goodman to be president of the North American commercial unit. Both appointments are effective Feb. 2.

“Joe has done a tremendous job leading our commercial businesses through a time of enormous change and growth,” Sargent said. “His proven success and deep experience will be crucial to our reinvention as we continue to expand into new categories and build on our e-commerce and delivery capabilities to provide every product businesses need to succeed.”