Farfetch has appointed John Veichmanis to the role of CMO replacing Stephanie Horton who has left the business.

Veichmanis joined Farfetch as vice president of digital marketing in 2015 having spent the previous 20 years with companies including Dell, Apple, Skype and Expedia. In his new role he will oversee a 100-strong global team from the creative, marketing and technology industries working on brand communications, customer acquisition and retention.

Andrew Robb, chief operating officer at the luxury fashion platform, said the business was exciting to add brand marketing to Veichmanis’ 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,” he said.

Of his appointment, Veichmanis said: “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. I am super excited about working with a truly world class team who have a real passion for both luxury fashion and technology.”

The appointment comes in a year of pivotal milestones for Farfetch, such as the appointment of Net-A-Porter.com founder Dame Natalie Massenet as non-executive co-chairman, the unveiling of its Store of the Future concept at its first FarfetchOS summit and its collaboration with Gucci on a 90-minute store-to-door delivery service.