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FitFlop makes two key marketing appointments to underpin global expansion drive

FitFlop has appointed Phil Borthwick as chief marketing officer and Jude Whyte as creative director. Due to join the wellness footwear retailer at the start of… View Article

FASHION

FitFlop makes two key marketing appointments to underpin global expansion drive

FitFlop has appointed Phil Borthwick as chief marketing officer and Jude Whyte as creative director.

Due to join the wellness footwear retailer at the start of 2023, Borthwick will be responsible for driving brand awareness across international markets and delivering an omnichannel strategy for expanding its current channel relationships and territories.

Having begun his career in the music industry, he then spent a decade in a range of marketing agencies. More recently, he has worked with a variety of global consumer companies, including footwear brand Dr. Martens, Vivobarefoot and  Wolverine Worldwide.

In a second appointment, Jude Whyte will become FitFlop’s new creative director where she will head up the brand’s creative studio. She will also help Borthwick to drive global expansion by transforming the customer experience across all touchpoints both in-store and online.

Whyte previously worked with furniture retailer Made.com where she was brand creative director. She has also worked with brands such as  Charlotte Tilbury, Anya Hindmarch and Selfridges.

Gianni Georgiades, chief executive of FitFlop said: “We are now in a new era for FitFlop and assembling a world class leadership team to unleash our full potential is paramount and so I am thrilled that Phil and Jude are joining us on our journey, and I am looking forward to
partnering with them as we fire up our strategy in 2023 with the launch of our stunning new products over the coming months.”

The appointments complete FitFlop’s executive leadership team following David Schuttenkopf’s hiring as chief commercial officer earlier in the year.

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