Mulberry appoints first chief customer and digital officer
He previously also spent two years at Reebok, first as senior director of customer experience and later as vice-president of digital brand commerce, and has also held senior roles at Adidas and Umbro
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Mulberry has appointed Tom Burrow to the newly created role of chief customer and digital officer as the luxury brand continues efforts to revitalise its business.
Burrow joins from End Clothing, where he was chief digital officer from 2022 to 2025.
He previously also spent two years at Reebok, first as senior director of customer experience and later as vice-president of digital brand commerce, and has also held senior roles at Adidas and Umbro.
In his new role, Burrow will oversee how the retailer engages with shoppers and drives commercial performance across digital and omnichannel platforms.
The appointment follows further changes at Mulberry this year. In January, Billie O’Connor, a former Selfridges Group and Marks and Spencer executive, was named chief financial officer.
Meanwhile, Frasers’ chief acquisition officer James France also joined the board as a non-executive director.
In a LinkedIn post, Burrow said: “I’m thrilled to share that I’ve joined Mulberry England as chief customer and digital officer. Mulberry is an iconic lifestyle brand that I’ve admired for years, and I’m honoured to now be part of shaping its future.”
