Harrods has poached Burberry’s former ecommerce director for a newly created digital director’s role focused on driving the department store’s “digital and omnichannel strategy”.

The luxury department store has appointed Caitlin Innes as its first-ever director of digital commerce, where she will oversee “all online training, digital marketing, customer insight and Harrods loyalty teams”.

Innes joins Harrods from luxury brand Burberry, where she worked for seven years, most recently as director of digital commerce. During her time there, she worked in numerous senior positions across digital strategy and business development.

Prior to joining Burberry in 2012, Innes worked at financial advisory firm Lazard.

Harrods said that Innes will be focused on “driving Harrods digital and omnichannel strategy, identifying key commercial opportunities that will drive trade as well as looking to the future and diversifying revenue streams”.

It follows on from Harrods’ February announcement that it had struck a partnership deal with ecommerce platform Farfetch. The retailer said the creation of Innes’ new role “signals further commitment to providing customers with the very best digital luxury experience”.

The luxury department store said Innes wasn’t being bought in to replace departing chief marketing and customer office Amanda Hill.

Commenting on her new role, Innes said: “I am thrilled to be joining the talented Harrods team during such an exciting time. Harrods is re-imaging the bricks and mortar store, investing in its digital offering and developing its people. The opportunity to work with the team in bringing all these facets together, in order to deliver is truly unique.”

Harrods managing director Michael Ward said: “Harrods is renowned the world over as a master of luxury and a provider of unparalleled customer service. Digital plays a key role in our ongoing commitment to investing in customer experience, both in terms of pure commerce and discovery.

“I am delighted to welcome Caitlin to the team and look forward to working with her to deliver on our ambitious plans for the future.”