LONDON — Farfetch has named John Veichmanis to the role of chief marketing officer, responsible for developing the Farfetch brand, and for generating consumer demand on the platform and among the brand partners. An announcement is expected today.
Veichmanis replaces Stephanie Horton, who has left the company. He will continue to be a member of the Farfetch strategy board and his cmo role is an expanded one that encompasses both brand marketing and demand generation.
Veichmanis joined Farfetch in 2015 as senior vice president of digital marketing, having worked for the past two decades at companies including Dell, Apple, Skype and Expedia.
In his new role, he will oversee a global team of more than 100 from the creative, marketing and technology industries, who are developing data-driven strategies for brand communications, and customer acquisition and retention.
Veichmanis said 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 personalized campaigns globally.”
Veichmanis said he sees himself as a tech- and data-driven cmo and that his remit includes creating “meaningful awareness” around the brand, ensuring that advertising is targeted to the right people, predicting the likelihood of certain shoppers to make a purchase and helping the company overlay its creativity with technology to create “personalized, engaging content.”
He reports to Andrew Robb, chief operating officer. “We’re really excited about adding brand marketing to John’s existing digital marketing remit, as we seek to develop an integrated approach that will allow us to leverage our considerable investments in performance-based media,” he said.
Robb added that the company’s 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.”
The Farfetch Group consists of Farfetch.com, Farfetch Black & White, Store of The Future and Browns, which included Brownsfashion.com. The board is co-chaired by founder José Neves, and Natalie Massenet, founder of Net-a-porter Group.