Harrods raids Burberry for first digital and strategy director

Luxury department store group Harrods has appointed Caitlin Innes to the new role of digital and strategy director.

Innes – who arrives from luxury fashion brand Burberry, where she was director of digital commerce – will oversee all online trading, digital marketing, customer insight and the Harrods loyalty teams.  

She has been tasked with driving Harrods’ digital and ‘omnichannel’ strategy, and "identifying key commercial opportunities that will drive trade as well as looking to the future and diversifying revenue streams", according to a statement from the retailer. 

During seven years at Burberry, Innes held a variety of senior positions across digital strategy and business development. Prior to joining Burberry in 2012, she worked at financial advisory and asset management firm, Lazard.

Harrods recently ramped up its eCommerce strategy via a partnership with Farfetch’s Black & White service, which will see the department store group use the online fashion marketplace’s eCommerce platform and technology infrastructure to drive digital sales.

Innes said it was an "exciting time" to join Harrods, as the company looks to modernise and create new digital propositions for its customers around the world.

“Harrods is re-imagining the bricks and mortar store, investing in its digital offering and developing its people,” she explained.

“The opportunity to work with the team in bringing all these facets together, in order to deliver is truly unique.”

Harrods managing director, Michael Ward, added: “Digital plays a key role in our ongoing commitment to investing in customer experience, both in terms of both in terms of pure commerce and discovery.

“I am delighted to welcome Caitlin to the team and look forward to working with her to deliver on our ambitious plans for the future.” 

Harrods recently announced that Amanda Hill, its chief marketing and customer officer, will be leaving the business – although the arrival of Innes’ is a newly created role and is not related to Hill’s departure.