Tory Burch named Julie Atkinson to the new role of senior vice president of global digital on Monday, signaling the brand’s desire to continue to grow its web presence.
Most recently, Atkinson served as senior vice president of global digital at Starwood Hotels & Resorts Worldwide Inc., where she led its global digital strategy across mobile and web platforms. Before her more than eight years with Starwood, Atkinson worked in marketing roles with various brands and startups, including Travelocity and the now-defunct Site59.
At Tory Burch, she will head up the company’s marketing, merchandising, planning and customer care, all from a digital angle. The company declined to specify any areas or projects that will be prioritized.
“Julie is an extremely accomplished digital leader and an innovative thinker with a track record of success as well as deep expertise in digital marketing, product development and online revenue management,” said John Mehas, president of Tory Burch.
Founder Tory Burch added, “Julie’s entrepreneurial mind-set and vast experience creating transformative digital experiences and growth will be invaluable.”
The brand has added other executives over the last several months, including Mehas, who joined Tory Burch in October after working 15 years with Ralph Lauren Corp., where he was the president and chief executive officer of Club Monaco for more than 13 years.
In September, Tory Burch also tapped John Douglas to be its chief technology officer, another new position within the company. He is now leading the company’s global IT and technology.
Before joining the New York-based brand, Douglas was chief information officer of MCM Fashion Group and prior to that, he was chief technology officer at Burberry.
While at Burberry, Douglas made a name for himself with digital initiatives like “Burberry World,” which integrated the channels of consumer experience, including mobile and tablet devices, retail locations, products and services.