Burberry appoints first head of digital and analytics

burberryBurberry, the luxury British fashion brand whose fans range from the Chelsea set to chavs, is aiming to drive its digital operations with the appointment of its first chief digital and analytics officer.

CP Duggal, who has spent the past 20 years at American Express, most recently as executive vice president of enterprise digital and analytics, joins this week and will head up the retailer’s digital, data and analytics teams to support the company’s strategic ambitions.

Duggal will also be part of the executive committee and will report to Burberry chief executive Marco Gobbetti and his successor. The recruitment drive began in February.

Gobbetti, who has been credited with reviving the British fashion icon, revealed in June that he would step down later this year.

The chief executive has led the FTSE 100 company since 2017, taking over from Burberry veteran Christopher Bailey. He has made a number of changes there and shares had gained 37% since his appointment.

With more than 400 stores in 50 countries, the company’s digital strategy was first formulated in 2006 and is now fully embedded within the organisation.

Gobbetti said: “I am delighted to welcome CP Duggal to Burberry in the newly created position of chief digital and analytics officer. CP has deep digital and data and analytics expertise and experience of operating on a global basis.

“His experience of accelerating digital distribution, driving customer acquisition and loyalty, creating award-winning customer website and mobile apps, leveraging AI and analytics and building and leading the data office function will be invaluable to Burberry in this next phase.”

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