LONDON--Kaitlyn Wilkins has departed Ogilvy to become Burberry's new global director of social media. 

Wilkins leaves Ogilvy almost two years after relocating to London to become regional director of the firm's EMEA digital influence practice (since renamed Social@Ogilvy). The social media specialist joined Ogilvy PR's Washington DC office in 2007.

At Burberry, she succeeds Musa Tariq, who left Burberry to become Nike's social media head last year.

Under Tariq, Burberry's social media operation garnered plenty of acclaim. Burberry was one of the first luxury fashion brands to commit to digital marketing, and has rolled out successful programmes such as 'Art of the Trench' and 'Tweetwalk', while also incorporating technological innovation throughout the company

At Ogilvy, Wilkins spent two years managing Ford's award-winning social media activity. Her EMEA role also saw her oversee social acceleration across Ogilvy groups in the region, including emerging markets, and social business consultancy for Nestle and BP.

Neither Wilkins nor Burberry responded to request for comment as this story went live. An Ogilvy spokesperson confirmed the news, noting that Wilkins left the agency last week.