Rachel Waller, Burberry’s Global VP of Channel Innovation

Rachel was an early adopter of social media for business; she started her career at a small start-up that latterly became a leading online marketplace for luxury products and now oversees digital innovation for Burberry - one of the world’s most iconic luxury fashion brands. While she humbly describes her career as a ‘wonderful set of accidents’, it’s clear that her vision, creativity and leadership have been integral to her success and ability to inspire others.

Tell me a little about your background and how you found your way into Burberry?

I started my career in social at the height of the financial crisis in telecoms, back when social wasn’t seen as a key business function, so really my career has been a wonderful set of accidents. I always knew I wanted to work in fashion and to make it into the industry I joined a small start up of 10 people who were looking to launch a new fashion e-commerce business. That small business, Farfetch, exploded from the 10 people to a full IPO in the time I was there and I had the most incredible roller coaster of an experience with it. From there Burberry called, during the midst of their own transformation in 2018. At Burberry I’m now responsible for bridging the gap between our digital and marketing worlds and driving the business’ innovation agenda.

What’s it really like working in fashion?

It’s an industry built on some of the most creative and passionate people you can imagine. That kind of passion and drive can be challenging but also opens all kinds of amazing opportunities.

What do you look for in an organisation when deciding whether to join them?

Vision and chemistry. You have to really buy in to what a business wants to achieve if you want to be successful and push boundaries and great chemistry with your leadership and team is key to driving it forward.

What inspires and motivates you in business?

Finding creative solutions to big challenges, it’s incredibly invigorating.

How do you choose the team of people around you?

I always look for vision with your boss, you want to really buy into the direction of travel. With my team I always look for people who are different to me, I value diversity of opinion above all else and I always want to be surrounded by people who are great at the things I might not be strongest at; I find it’s with a real mix of perspectives that you can solve complex problems.

What advice do you have for anyone thinking of making a change in their career?

Ask lots of questions, speak to lots of people and really listen. Also don’t be afraid to take a risk, you can always go back. Be really selfish about your career.