Musa Tariq is joining Apple. The new digital marketing director previously served as the social media chief for both Nike and Burberry, according to 9to5Mac.

Calling Apple’s approach to social media-based marketing “limited at best,” the report notes that Tariq has plenty of expertise and abilities that should help improve Apple’s marketing efforts. Specifically, 9to5Mac points to campaigns Tariq had worked on at Burberry and Nike, respectively.

The first was a social media campaign for Burberry called the “Tweetwalk,” which “significantly boosted talk of both Burberry’s products and the (London) Fashion Show.” Tariq is also credited with creating a Burberry campaign called “Acoustic,” which is shown below:

At Nike, Tariq “led a campaign with athletes to tease a new shoe by creating videos describing the shoe without showing the actual design.”

Tariq is expected to work very closely with Angela Ahrendts, Apple’s senior vice president of retail and online stores. Not surprisingly, the two worked together at Burberry where Ahrendts was once the CEO.

A source told 9to5Mac that Ahrendts “loves [Tariq] to bits in a colleague kind of way.”

See also: Apple’s new ad showcases how the iPhone 5s helps people live their ‘Dreams,’ and Apple’s In-House Commercials Not Performing As Well As Ads From Longtime Collaborator.