BURO 24/7 names Reena Prashar as Global Digital Director

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London-based luxury tech firm BURO.Global said it has appointed Reena Prashar as its Global Digital Director.

A seasoned digital transformation expert with solid credentials in ecommerce and mobile development for retail brands, Prashar is responsible for the product proposition, platform development and UX design for the upcoming UK flagship launch of its luxury lifestyle destination for affluent millennials, BURO 24/7. 

Prashar will focus on creating a USP in digital publishing to inspire action in the digitally savvy, native user base, developing utility tools where customer and data insight sits at the heart of a unique proposition.

Prashar has previously worked for rival digital retail platforms including London-based online fashion retailer ASOS.com.

“It’s such an exciting time to be in the luxury digital publishing space – with strong tech and content credentials the tools are there to provide a mobile-first generation with what they want,” said Prashar. 

“Key to this is producing great content that offers a step-by-step immersive experience. With instinctive technology, the aim will be for BURO 24/7 to become a seamless part of millennials’ everyday life.”

Nick Smith, CEO of BURO.Global, said: “Key to winning the hearts and minds of BURO.Global’s target market, a demographic we call ‘generation now’ is to deliver a luxury brand platform through the lens of experience”.

‘That’s true for both publishers and retailers alike. Reena’s track record of combining creativity, technology and a customer-centric approach is perfectly aligned with our strategy for BURO 24/7 to act as luxury brands do and disrupt the luxury publishing category.”

Since launching in 2011, BURO 24/7 said it has become a leading editorial voice and innovator for advertisers in the premium lifestyle category. 

With a focus on emerging luxury markets and a core audience of 18 to 34-year-olds, it said it has a total audience reach of 11.5 million across digital and social platforms, firmly cementing its position as a world-leading luxury digital destination for the affluent millennial.

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