BuzzFeed’s chief marketing officer Ben Kaufman will exit his current role to focus on his experiential toy store CAMP.

Kaufman is expected to take on an advisory role with BuzzFeed by January 2020. His current direct reports, including Nilla Ali, vice president of strategic partnerships; Jake Bronstein, head of partner innovation; and Eric Karp, global head of licensing, will stay on board with the company. Jonah Peretti, chief executive officer, BuzzFeed, made the announcement in a memo to staffers.

“Ben will be the first to tell you about his amazingly talented team members and the great work they do at BuzzFeed (and I agree),” writes Peretti in a memo about the move. “These changes will allow them to take expanded roles in the future and have an even greater impact on our business.”

Kaufman joined BuzzFeed in 2016 and played a key role in developing products for the company’s brands such as Tasty. In 2018, he started CAMP, a 10,000-square-foot toy store that specializes in activation events for kids and families.