Besides his expertise in social media and his abilities to improve Apple’s marketing efforts, there are other reasons why this is a notable hire for Apple. First, Tariq comes from Burberry, the former employer of recently appointed Apple retail and online stores chief Angela Ahrendts. According to a source, Tariq reported directly to Ahrendts and Burberry and he was instrumental in working with Ahrendts on growing Burberry’s global brand. It is likely that Tariq will work closely with Ahrendts at Apple on her ambitions for taking Apple’s retail precense in the future. As a source said, Ahrendts “loves [Tariq] to bits in a colleague kind of way.”
A guy that worked at a luxury goods company and Nike, does sound like the exactly right person to run a social media campaign to compel us all to buy a certain iWearable, as long as he's able to synergistically coordinate efforts with the Director of Leaking Blurry iDevice Components.