High street favourite Topshop has hired Burberry's VP of public relations, Justin Cooke, as its new chief marketing officer to drive its plans to become a global brand.
According to the Sunday Times, the retailer, owned by business tycoon Sir Philip Green, is popular in the UK but wants to expand into other markets across the globe.
Arcadia, the parent company of BHS, Topshop and Topman, is reviewing its £4m media planning and buying account.
Cooke will be responsible for expanding the popular UK brand's international presence in America, Europe and China.
Cooke, who worked with Burberry for five and a half years, is credited with helping the brand revitalise its image and making a name for Burberry in the digital space.
He is expected to join Topshop in September and work closely with managing director Mary Homer and Green to look at oversees opportunities for the business.
Cooke told Drapers: "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."