Farfetch appoints John Veichmanis as CMO to replace Stephanie Horton

FarFetch appoints John Veichmanis as CMO to replace Stephanie Horton

Luxury fashion retailer Farfetch has appointed John Veichmanis to the role of chief marketing officer, he is responsible for developing the brand and generating consumer demand for its boutique and brand partners.

Veichmanis will replace Stephanie Horton who has departed from the online marketplace after three years. Horton joined from Shopbop in 2013 where she was head of global communications, prior to that she was executive director of creative services at Vogue.

Having worked at Dell, Apple, Skype and Expedia, Veichmanis arrived at Farfetch in 2015 as senior vice-president of digital marketing. His new remit will see him continue as a member of the firm's strategy board, while also leading a global team of over 100 individuals across creative, marketing and tech disciplines.

Andrew Robb, chief operating officer at Farfetch said: "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 while also generating demand for our brand and boutique partners on the platform."

In April, the company unveiled what it believes to be a solution that will radically change the digital in-store experience for luxury brands. Dubbed Store of the Future, the platform platform that will link the online and offline worlds, using data to enhance the retail experience.

Farfetch chief executive Jose Neves recently told The Drum: “I’m a believer in physical retail experiences – you need the human element. The future of luxury fashion is about a seamless merge of a fantastic physical experience with powerful, yet subtle technology."

The brand has been bulking up its team of late, adding Net-A-Porter founder, and former competitor, Natalie Massenet to its board in February. It has plans to hire "hundreds" more staff in Lisbon by the end of the year.

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Rebecca Stewart

Rebecca Stewart is a reporter at The Drum with a remit to cover the latest developments in social media marketing and wider industry news. Based in Glasgow, she has interviewed key figures from brands like Airbnb, Amnesty International, Facebook and Spotify. She has covered international events in Berlin and Amsterdam, as well as Advertising Week Europe.

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