Burberry, the British fashion brand which has managed to reclaim its luxury status after becoming synonymous with the 1990s “chav style”, is ratcheting up its data, digital and tech strategy with the appointment of a new digital director.
Colin Traub has taken up the role with immediate effect, joining from Pret A Manger, where he had been since 2023, most recently as head of engineering and integrations. He succeeds Jon-Paul Brett, who left in August to become chief digital and technology officer at KFC.
Prior to Pret, Traub was senior technical programme manager at Marks & Spencer for 18 months, having returned to the retailer where he started his career on the graduate programme in 2010.
In between these spells, Traub worked at News UK, Notonthehighstreet and Yoox Net-A-Porter group in tech delivery roles.
Burberry’s global technology team is led by Charlotte Baldwin, who sits on the executive committee, and reports directly to CEO Joshua Schulman. She joined in February 2025 from Costa Coffee, where she served as global chief digital and information officer.
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.
It focuses on blending its British luxury heritage with an end-to-end digital enterprise model, using artificial intelligence, machine learning, and a unified customer data architecture.
With AI-powered campaigns doubling conversion rates, tripling engagement, and driving incremental revenue, Burberry’s single customer view is designed to ensure every interaction is timely, personal, and distinctly Burberry.
In a LinkedIn post, Traub said: “A big thank you to everyone at Pret for a brilliant last couple of years. It’s been a great first week at Burberry and I’m very excited for this next chapter.”
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