Farfetch appoints TikTok marketing boss as new CMO

Luxury fashion platform Farfetch has appointed former Tik Tok global head of marketing Nick Tran as its chief marketing officer.

Tran will oversee all global marketing functions for Farfetch Marketplaces. He is replacing Elliot Jordan, who will step down by the end of 2023, after more than eight years as the firm’s CMO.

At TikTok, Tran managed the company’s business-to-consumer marketing, including global brand strategy, strategic partnerships, paid media, social media and organic content.

Tran boasts over 20 years of experience, previously serving as vice-president of brand and culture marketing at Hulu, and holding senior marketing roles at electronics giant Samsung and restaurant chain Taco Bell.

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He was named a 2021 AdWeek “Brand Genius” and, in the same year, one of Forbes’ “Most Influential CMOs”.

José Neves, founder and CEO of Farfetch, said: “Building the Farfetch brand is a key part of our mission to be the global platform for luxury. Farfetch has a unique model in the luxury industry and, as such, our brand will be built with an innovative approach to marketing. This is why I am delighted to welcome Nick, a revolutionary marketeer and brand builder, to our team.”

Tran said: “The relationship between the consumer and brands continues to evolve and it’s more important than ever to create lasting and palpable impressions. This is an exciting time to be joining Farfetch and be able to shape the connections between the curators, creators, and customers of luxury fashion.”



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