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FitFlop appoints new Creative Director and Chief Marketing Officer to drive global expansion

Tom Bottomley
08 December 2022

Wellness footwear brand FitFlop has announced the appointment of Jude Whyte as Creative Director and Phil Borthwick as Chief Marketing Officer (CMO).

Whyte, who joins FitFlop from MADE where she was Brand Creative Director, starts her role this month and will head-up the brand’s Creative Studio. She will help to drive the brand’s global expansion by leading creative direction and “transforming the customer experience at all touchpoints” - from in-store to digital.

Borthwick, pictured above, has worked with a variety of global consumer brands, including Dr. Martens, Vivobarefoot and the heritage portfolio of brands within Wolverine Worldwide, will join the business at the start of 2023. He is tasked with delivering a best-in-class omnichannel strategy for the brand by expanding FitFlop’s current channel relationships and territories, as well as driving brand awareness across key strategic international markets.

Gianni Georgiades, CEO of FitFlop, commented: “We are now in a new era for FitFlop and assembling a world class leadership team to unleash our full potential is paramount, 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.”

Whyte commented: “The red thread of my career is that I love to create concepts and bring them to life, whether that means in a full campaign, a shoot, a collaboration, an experience, store design, visual merchandising or window design. I can't wait to do all of that and more at FitFlop, as it's a brand with a true USP and so much positivity.”

Borthwick added: “I’m incredibly excited to be stepping into the role of CMO at FitFlop. It’s a rare opportunity to join a leadership team tasked with delivering the outrageous growth potential of a truly iconic global brand. I’m hugely looking forward to the months and years ahead.”

The two new appointments complete FitFlop’s executive leadership team, with previous senior hires including David Schuttenkopf as Chief Commercial Officer earlier this year.

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