Burberry Names Charlotte Baldwin as Chief Information Officer
The luxury fashion retailer has appointed Charlotte Baldwin to lead its technology operations, bringing her experience from Costa Coffee and other major organizations to support the company's digital transformation efforts.
Leadership Move
Burberry Group has named Charlotte Baldwin to the position of chief information officer, effective at the end of March. She will report directly to CEO Joshua Schulman and oversee the company's global technology operations.
Baldwin brings extensive experience in digital leadership from her previous role as global chief digital and information officer at Costa Coffee, a subsidiary of The Coca-Cola Company. Her career also includes technology leadership positions at Bupa Insurance, the international law firm Freshfields, Pearson, and Thomson Reuters.
In her new capacity, Baldwin will manage the luxury fashion brand's technology team globally, establish technology strategy, and strengthen the company's digital capabilities, according to Schulman's announcement.
Strategic Context
Burberry has been executing a turnaround strategy following a difficult period. The company's stock performance improved after third-quarter sales surpassed forecasts in January, bolstered by strong holiday sales in select markets.
Schulman, who became chief executive in July, has overseen multiple executive team changes as part of the company's restructuring. During the Q3 2025 earnings call in January, he remarked on the organization's receptiveness to change: "As a new leader coming into an organization, particularly an organization in need of a turnaround, sometimes you encounter a lot of resistance. I encountered exactly none."
Throughout 2024, Burberry brought in a new chief marketing officer, president of Americas, and chief product merchandising and planning officer, signaling a comprehensive leadership overhaul.
Digital capabilities have become central to the company's strategy. Burberry has introduced virtual try-on features and concentrated on scarves and outerwear to drive customer engagement. The company anticipates that Baldwin's appointment will accelerate progress toward its digital objectives.
Charlotte is a highly experienced technology and digital leader with a track record of leading large-scale digital transformation. 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.
Joshua Schulman, CEO of Burberry
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