Ashley Ferry (née Silburne)

Initiator
DISC Type : Di

Head of Product + Delivery - Digital Content, Search + Merchandising at Burberry

London, England, United Kingdom

Overview

Ashley is a product leader at Burberry with over 10 years of experience, specializing in luxury eCommerce and subscription strategies. She excels at using Gen AI to enhance digital products and drive revenue growth. Colleagues describe her as a passionate, analytical, and well-organized leader.

Her interests appear to lie at the intersection of fashion, technology, and culture, with an appreciation for iconic figures and design. She follows major tech companies like Google and Amazon, indicating a keen interest in the broader digital landscape and innovation.

At a previous role, she grew a digital membership base by 900% and achieved a 50% trial-to-member conversion within just one month.

Personality Overview

Risk-Accepting

Impact-Oriented

Confident

They usually prefer to drive the conversation.  They don’t mind taking a stand if they believe in something. They respond well to objective pitches but also attach some value to relationships.

Topics They Care About

Gen AI in eCommerce
She has extensive experience leveraging Gen AI to enhance customer and operational perspectives and recently earned a certification in AI for Product Management.
Subscription Strategy
Developed and launched a highly successful subscription strategy at a previous company, leading to massive membership growth and a high conversion rate.
Luxury Digital Experience
Her career is focused on owning the strategy and delivery for multi-platform digital products in the luxury sector, including at Burberry and Soho House.

Media Appearances

Ashley has no verified media appearances

Work History

6-2025
Head of Product + Delivery - Digital Content, Search + Merchandising at Burberry
4-2023 - 6-2025
Senior Product Manager at Burberry
5-2021 - 4-2023
Product Innovation and Delivery Consultant at Ashley Ferry Ltd
12-2019 - 5-2021
Global Head of Product & Delivery at AllBright
1-2019 - 1-2020
Snr Product Manager | Digital at Soho House & Co

Education

2007 - 2010
BSc (Hons) Fashion Buying from The Manchester Metropolitan University

More Information

Social Presence :

Prographics :

Exp : 12 Location : London, England, United Kingdom Job Level : Mid-senior Designation : Head of Product + Delivery - Digital Content, Search + Merchandising at Burberry
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Insights For Selling To Ashley

During A Call Or A Meeting

DO's

  • Keep your pitch focused on the impact but insert some anecdotes into it
  • Look like someone who is on top of their game
  • Clearly address the competitive aspects

DONT's

  • Don't be unorganized, be prepared for the pitch
  • Don’t be too verbose or overly friendly; a little bit, however, is fine
  • Don’t be very informal even if they are being so themselves

When Cold Calling

When Writing An Email

While Negotiating & Closing

    The secret to closing fast with Ashley is

  • Product value plays a big role, followed by relationship and a sense of achievement.
  • Will you ever get a clear answer from Ashley

  • If they do not firmly believe in you, they will refuse without hesitation.

Insights For Deal Planning

    How fast (or slow) will Ashley move?

  • If they develop confidence in your product and you, then they can make fast decisions.
  • Can Ashley take some risk or not?

  • If necessary, they have the ability to take risky decisions.

You And Ashley

Personality Compatibility


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