Chipperfield comes to the new role with years of digital retail experience. Chipperfield most recently worked in Apple's "Special Projects" division, where he was said to have worked on digital retail strategy for the Apple Watch, according to an article in Electrek. The Special Projects division is also where Apple's Titan car project is housed, according to the article. Before that Chipperfield was Burberry's vice president of digital and interactive design.
Tesla confirmed Chipperfield's new title but wouldn't discuss further details regarding his new role with CNBC.
Both Tesla and Apple have hired executives from Burberry over the last few years. Chipperfield joined Apple after Burberry chief executive Angela Ahrendts was hired to run Apple Retail, and Tesla has hired Burberry executives in various retail positions.
Tesla investors and analysts are awaiting a sequel to a "Top Secret Master Plan" founder and chief executive Elon Musk teased last week in a tweet.
Speculation on what the plan will include ranges from how the company would benefit from a recently proposed acquisition of SolarCity, to how it could solve its problems meeting customer demand, to its plans for its Gigafactory facility.