LONDON — Burberry is constructing its digital, marketing and product teams with the creation of two executive roles.

Giorgio Belloli has been named chief digital, customer and innovation officer, while Delphine Sonder will take up the role of chief merchandising officer, with immediate effect.

Burberry said Belloli can be answerable for leading the worldwide e-commerce, digital product and analytics teams, in addition to a newly-formed innovation function. 

Sonder can be accountable for merchandising and global planning across ready-to-wear and accessories, in addition to product strategy. Each will report back to Burberry chief executive officer Jonathan Akeroyd and join the manager committee. 

Belloli and Sonder can be based at Burberry’s Horseferry House headquarters in London.

Belloli spent greater than nine years at Farfetch, where he most recently served as chief industrial and sustainability officer. 

He has previously held senior roles at Alexander McQueen, Chalayan and Prada. 

Sonder is joining Burberry after nearly five years at Saint Laurent, where she was general merchandising director. She has also worked in senior roles at Louis Vuitton and Chloé.

Akeroyd said the appointments “reinforce our ambitions for this next phase, constructing on our strong legacy of innovation and strengthening the alignment between our industrial offering and our recent creative vision. I look ahead to working closely with them each to progress our strategic priorities and realize Burberry’s potential as ‘the’ modern British luxury brand.”

As reported in November, Akeroyd’s ambition is for revenue to grow to 4 billion kilos within the medium term, and 5 billion kilos in the long run, at constant exchange rates, and with good margin progression.

His vision includes “a refocus on Britishness” and doubling the sales of leather goods, shoes and ladies’s rtw. As well as, the plan is to grow outerwear by 50 percent within the medium term.

Akeroyd said he wants the brand to be “desirable and relatable,” with product sitting front and center, in addition to a renewed concentrate on “femininity” and on underdeveloped categories akin to footwear. 

Last September, Akeroyd tapped Daniel Lee as chief creative officer. Lee will show his first collection Burberry, fall 2023, in February.