Mattel is doubling down on recent eco-friendly efforts, naming Pamela Gill-Alabaster as its head of sustainability.

Gill-Alabaster specializes in minimizing corporate environmental impact, developing sustainability metrics and creating long-term brand purpose strategies. She started in the role this week and reports to Mattel president and COO Richard Dickson.

Gill-Alabaster joins Mattel from Centric Brands, where she served as chief marketing and communications officer. Previously, she held corporate responsibility and sustainability-related roles with Revlon, Estee Lauder and L’Oréal.

In December, the toymaker announced it aims to achieve 100% recycled, recyclable or bio-based materials in its products and packaging by 2030. Earlier in 2019, Mattel established an environmental sustainability council dedicated to advancing these efforts.

And Mattel isn’t alone in its attempt to become more eco-friendly. A number of toycos have announced similar sustainability efforts, including Zuru, The LEGO Group and Hasbro.

This hire is the most recent in a number of staffing changes for Mattel. Earlier this month, Janet Hsu left her role as chief franchise management officer. In January, Jason Horowitz was named SVP of US marketing and head of global and digital media, while Roberto Stanichi replaced Horowitz as SVP of Hot Wheels and global head of vehicles.