Dive Brief:
- Burberry Group appointed Charlotte Baldwin CIO Friday. Baldwin will join the executive team at the end of March, reporting to CEO Joshua Schulman.
- Baldwin previously served as the global chief digital and information officer at Costa Coffee, part of The Coca-Cola Company. The executive also held tech leadership roles at Bupa Insurance, global law firm Freshfields, Pearson and Thomson Reuters.
- Baldwin will lead the luxury fashion house’s global technology team, drive strategy and advance technological capabilities, Schulman said in a statement.
Dive Insight:
Burberry is working to right the ship after a challenging few years. The company’s stock rose after Q3 sales beat expectations in January, driven by a robust holiday season in certain regions, according to Fashion Dive.
“As a new leader coming into an organization, particularly an organization in need of a turnaround, sometimes you encounter a lot of resistance,” Schulman said during Burberry’s Q3 2025 earnings call in January. “I encountered exactly none.”
Part of the revamp has centered on leadership. Since welcoming Schulman as chief executive in July, Burberry has made a number of changes to the executive team.
Prior to Baldwin's appointment, the luxury fashion house welcomed a new chief marketing officer, president of Americas and chief product merchandising and planning officer in 2024.
Digital innovation is playing a role, too. The company added virtual try-on capabilities to complement its focus on scarves and outerwear as it aims to bolster consumer interest, Schulman said. The company expects Baldwin to bring the business closer to its digital ambitions.
“Charlotte is a highly experienced technology and digital leader with a track record of leading large-scale digital transformation,” Schulman said in the announcement. “I am delighted that Charlotte will be joining our leadership team and look forward to working with her to advance our technological capabilities and drive our strategy forward.”
