Burberry is elevating two senior executives with deep operational and commercial backgrounds.
The British luxury house pushes to accelerate its digital transformation and improve customer engagement. Burberry announced two leadership appointments, hiring internally for two senior executives.
It announced that Matteo Calonaci will become chief operating and supply chain officer and Johnattan Leon will serve as chief customer officer. Both will join the executive committee and report to CEO Joshua Schulman.
The leadership changes bring together supply chain, planning, data and analytics under Calonaci. Meanwhile, the company is consolidating customer engagement, digital commerce and retail execution under Leon. Burberry designed the structure to support its shift to a more unified omnichannel model.
“Both Matteo and Johnattan have been instrumental in strengthening our focus on executional excellence and elevating our customer experience,” Schulman said in a statement. “Their deep understanding of our business, our people, and our customers gives me full confidence that their leadership will help drive Burberry forward.”
About Burberry’s new senior executives
Calonaci has been a key figure in Burberry’s ongoing transformation efforts. He currently serves as senior vice president of strategy and transformation. He also previously held global supply chain leadership roles inside the company. Before joining Burberry in 2020, he spent several years at Boston Consulting Group advising fashion and luxury brands. In addition, he holds an MBA from London Business School and engineering degrees from institutions in the U.S. and Italy.
Leon most recently served as senior vice president of commercial and chief of staff. He joined Burberry after working at McKinsey & Co. across multiple global fashion markets. At Burberry, he has helped shape commercial strategy and partner closely with digital and retail teams.
In his expanded role, Leon will oversee customer and client engagement, customer service, retail excellence and digital and commercial operations. They are each areas increasingly interconnected as luxury consumers expect seamless transitions between online browsing, store experiences and post-purchase support.
The promotions come as Burberry faces intensifying competition in a luxury sector where digital experience, fulfillment speed and product availability can heavily influence sales. The company expects integrating supply chain execution with analytics to support faster replenishment and better personalization, while aligning digital and customer teams is aimed at elevating service standards online and in stores.
The appointments also follow the planned departure of Klaus Bierbrauer, Burberry’s current supply chain and industrial chief, who will leave after a transition period following the company’s winter runway show.
Burberry’s heightened focus on digital leadership and operational agility reflects the broader pressures facing luxury brands to improve ecommerce profitability, enhance omnichannel flexibility and deliver consistent high-touch service regardless of channel.
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