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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. 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.