Arcadia boss Sir Philip Green has hired former Burberry vice-president of public relations Justin Cooke as chief marketing officer at Topshop.

Cooke will oversee all aspects of strategic marketing, PR, VIP relations and personal shopping to take the brand on its next stage of growth, harnessing loyalty and reaching new audiences globally.

Cooke, who is credited with helping Burberry alter its image, will start work with Topshop in September and is expected to work closely with Green and Topshop managing director Mary Homer to look at oversees opportunities for the business.

Green is believed to be considering a further 15 flagship stores in America in addition to the three stores Topshop already has there as well as examining opportunities for the fascia in China.

Cooke said: “We’re going to transform it from being a British retailer to a global brand. We want to bring the experience of the Oxford Street flagship to a worldwide audience.”

Green said: “With Topshop’s ambitious plans both at home and overseas for digital marketing and social media in particular, this is a very exciting time to bring someone of Justin’s calibre on board.

“I am an admirer of how Burberry has been aninnovator in many areas, so Justin’s experience from his time there will add a new dynamic to the team, and we are delighted that he is joining us.”