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Burberry poaches Costa Coffee's Chief Information Officer

Chloe Burney
31 January 2025

British luxury brand Burberry has today announced the appointment of Charlotte Baldwin as its Chief Information Officer, effective March 2025.

Burberry, which is in the middle of a turnaround plan under new CEO Joshua Schulman, is looking to strengthen its leadership team to boost profits.

Baldwin, who will join the company at the end of March, will be responsible for leading Burberry’s global technology team. She will join the Executive Committee and report directly to Schulman.

She is currently the Global Chief Digital and Information Officer at Costa Coffee where she oversees the company’s technology, digital and data organisation. Prior to her current role,  Baldwin was the Chief Information, Digital and Transformation Officer at Bupa. She has also held senior roles at Freshfields Bruckhaus Deringer, Pearson and Thomson Reuters.

Joshua Schulman, CEO at  Burberry, said: "I am very pleased to welcome Charlotte to Burberry. 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."

This news comes as the fashion house undergoes a major transformation. Burberry, founded in England in 1856, launched a £40 million cost-cutting programme in November after sinking into a loss.

It recently reported revenues of £659 million for the 13 weeks to 28 December, down 7% from the £706 million generated over the same period a year prior.


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