Who What Wear has announced a number of promotions within its UK team. 

Serena Burns has joined as country manager, covering VP, Hannah McGhee’s maternity leave. Serena was commercial director at Condé Nast Digital for ten years before holding a number of freelance roles. She will now oversee the business operation within the UK.

Luisa Orlandi has been promoted to senior sales & marketing manager after three years with the brand. In addition to leading affiliate sales, she will now also look after media partnerships alongside Lucie Leverton.

Davina Coleridge has been promoted to senior business and insights manager. She will work cross-department on growth strategy for the total business.

Joy Montgomery has been promoted to shopping editor for the fashion team. She will be creating shopping content across the site, alongside implementing the commercial affiliate strategy. Her column ‘The Joy of Shopping’ is one of the site’s most popular regular franchises.