Luxury goods business Burberry has appointed former BBC Worldwide chief executive John Smith to the newly created post of company COO - while CFO and EVP Stacy Cartwright is set to step down from the business.

Smith, who has more than 20 years’ experience in media, spent seven years as chief executive of BBC Worldwide, having previously served as the BBC’s director of finance and COO.

Burberry said his role would be to drive the operational execution of the company’s brand strategies, supporting its next phase of growth.

Smith will have a particular focus on digital media and mobile technology, and will be asked to optimise the potential of Burberry’s new beauty division, as well as making further efficiencies.

He has served as a non-executive director of the company since December 2009, and will continue to do so until he takes up the COO post on 4 March.

Describing Smith’s appointment as “an important step in the next phase of Burberry’s development”, Burberry CEO Angela Ahrendts said: “His exceptional global brand and media expertise, together with his track record in finance and operations, will be invaluable as we continue to combine proven strategies and innovative execution to drive growth in the mobile digital age.”

Meanwhile, Cartwright will be be replaced by Carol Fairweather, who is currently senior vice president of group finance. Cartwright will remain in her role until the conclusion of of Burberry's AGM in July. The company said she will be stepping down to pursue new interests.