In a move signalling a renewed focus on digital innovation, Burberry has tapped Charlotte Baldwin, a seasoned technology executive from Costa Coffee, as its new chief information officer. Baldwin’s appointment, effective at the end of March, places her at the helm of Burberry’s global technology team, reporting directly to CEO Joshua Schulman. She brings a wealth of experience, having led technology, digital, and data organizations at Costa Coffee, where she served as global chief digital and information officer. Her resume also boasts leadership roles at Bupa Insurance, where she oversaw information, digital, and transformation initiatives, as well as prior tenures at professional services giants like Freshfields Bruckhaus Deringer, Pearson, and Thomson Reuters.
Schulman expressed enthusiasm for Baldwin’s arrival, highlighting her extensive background in technology and digital leadership, particularly her success in spearheading large-scale digital transformations. He anticipates a strong partnership with Baldwin to elevate Burberry’s technological capabilities and propel its strategic vision forward. The appointment comes on the heels of Burberry’s recent third-quarter performance, which saw a less severe than anticipated 7% dip in retail revenue. This suggests the brand’s ongoing strategic transformation, aimed at fostering long-term growth, may be gaining traction. Baldwin’s expertise is expected to play a crucial role in this evolution.
