Farfetch appoints new chief marketing officer

Luxury fashion destination Farfetch has announced the appointment of John Veichmanis as its new chief marketing officer, responsible for developing the Farfetch brand, as well as generating consumer demand for boutique and brand partners.


John Veichmanis has been promoted to the role of chief marketing officer - Farfetch

Veichmanis moves up from his position as senior VP of digital marketing at the fashion group. He joined Farfetch in 2015 bringing over 20 years’ experience from innovative tech and online companies including Dell, Apple, Skype and Expedia.

In his new role, he will lead a global team of over 100 people from the creative, marketing and technology industries, who are developing innovative and data driven approaches to brand communications, customer acquisition and retention for Farfetch’s group of brands.

Farfetch Group consists of a namesake e-commerce site, the white label division Farfetch Black & White, the business unit Store of The Future and Browns (including Brownsfashion.com).

“We’re really excited about adding brand marketing to John’s existing digital marketing remit, as we seek to develop an integrated approach to marketing, that will allow us to leverage our considerable investments in performance based media. Our goal is to build seamless campaigns across all channels, so we can tell the story of our brand whilst also generating demand for our brand and boutique partners on the platform,” said chief operating officer Andrew Robb.

“The luxury fashion industry is changing quickly and by 2025 a quarter of all luxury sales will be made online; this shift is driving new opportunities for us to leverage our data, technology and creative capabilities to build highly targeted and personalised campaigns globally,” added John Veichmanis, who will be replacing previous CMO Stephanie Horton.

The appointment comes amid a year of pivotal milestones for the company, including the launch of a employee shares scheme, the appointment of Natalie Massenet as non-executive co-chairman, the unveiling of Farfetch’s business unit Store of The Future and the collaboration with Gucci to launch new a delivery service ‘Store to Door in 90 Minutes’ in 10 global cities.

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