Luxury retailer Burberry has created a new role to focus on marketing across its digital platforms.

Alistair Allan, digital director at publishing firm Dazed Group, has taken on the role of head of digital platforms marketing, according to New Media Age. In his new role Allan will be expected to develop strategy and content for the entire brand’s owned digital platforms including

Allan said: “It’s a new role, so it’s there to be shaped…. There’s lots in the pipeline.” Allan was at Dazed for almost four years, during which he spearheaded Dazed Digital, the digital arm of the publishing firm.

Burberry’s website started its rapid expansion at the end of last year when it rolled out the site in six languages. By the end of this year it is expected that will offer transactional services in 45 countries.

The brand is at the forefront of digital development and for its spring 12 showcase at London Fashion Week yesterday it staged a ‘Tweetwalk’ show, posting backstage pictures via Twitter before the models hit the runway.