updated 03:48 pm EDT, Mon August 4, 2014
Ties to Nike and Apple retail head Angela Ahrendts
Apple has hired on Musa Tariq, formerly a social media director at Nike and before that Burberry, reports say. Tariq has also confirmed the switch on his Twitter account. At Apple, his new position is stated to be "digital marketing director."
Tariq's hiring is likely based partly on the close ties between Apple and his former employers. Nike and Apple have partnered together on a number of products, and Apple's current retail head is former Burberry CEO Angela Ahrendts. A source says that Tariq used to report directly to Ahrendts, and was a linchpin in pushing Burberry's brand globally. Ahrendts "loves [Tariq] to bits in a colleague kind of way," the source comments.
Apple has had a relatively modest footprint in terms of social network marketing. While it does have accounts on Facebook, YouTube, and Twitter, the company hasn't conducted any elaborate campaigns in the style that Tariq has been responsible for, such as the "Burberry Acoustic" series, which featured musicians doing acoustic covers on YouTube. His track record may be particularly important in light of the iWatch, which will combine both fitness and fashion.