By  on August 8, 2013

LONDON — Burberry Group has promoted two of its managers to regional chief executive officer posts.

Pascal Perrier, who has been president of Asia-Pacific since 2007, will become ceo for the region, while Andrew Maag, who has been president of Europe since 2010, will take up a similar position for Europe, the Middle East, India and Africa.

Perrier, who is based in Hong Kong, has been overseeing the company’s expansion in the region, and in his new role, will focus on Burberry’s digital development, beauty division and emerging high-potential markets in Southeast Asia.

The company added that his job is also about “capturing and engaging the Chinese traveling luxury consumer in the region.” He will oversee the integration of Burberry’s business in Japan following the end of the existing regional license in 2015.

Both positions are new, and Perrier and Maag will report to Burberry ceo Angela Ahrendts.

“Pascal’s leadership has been instrumental to the successful integration of our China business, and wider growth of the Asia region,” said Ahrendts. “Andrew has led the transformation of our European business and its integration with the high-growth emerging markets that offer huge potential for the Burberry brand,” she added.

Burberry said that Maag, who joined the company in 2006, was key in transforming Europe’s operating model and business strategies. He oversaw the integration of Europe into Burberry’s emerging markets operations to form the EMEIA region and oversaw the opening last year of the Regent Street flagship in London.

Based in London, Maag will focus on building Burberry’s new beauty division in EMEIA as well as digital and retail sales channels. The company said Maag and his team will capitalize on the trend of consumers becoming increasingly “channel agnostic” to develop markets such as the Middle East, Russia and India.

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