Apple brings in former Burberry, Nike social media director for new retail role

Apple appears to be changing its famously low-key approach to social media following the hiring of Musa Tariq — a social media whiz who previously worked under Apple Stores chief Angela Ahrendts at Burberry — as the retail division's new digital marketing director.

Tariq comes to Apple via Nike, where he served as the fitness giant's senior director of social media and community until mid-July. The London School of Economics alum confirmed his move in a tweet earlier Monday.

Before joining Nike, Tariq worked closely with Ahrendts to help turn around Burberry's flagging brand perception through the innovative use of social media. Among Tariq's creations was the critically-acclaimed "tweetwalk" campaign that saw Burberry synchronize the runway unveiling of its new collections to a Twitter feed that gave fans a sneak peak.

Tariq was named to British trade rag Marketing Magazine's "Power 100" list of the most influential marketers in the U.K. last November.

Tariq's hire comes in the midst of a larger ramp-up of Apple's internal ad team, led by creative director Hiroki Asai. The company is believed to be shifting its advertising strategy from one centered primarily on print and television to one that integrates more far-reaching internet campaigns, including an increased presence on social media.