Dec 12, 2022
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FitFlop announces key marketing and creative roles

Dec 12, 2022

FitFlop is adding fresh layers of creativity and promotional expertise to its leadership team. The fast-expanding “maverick wellness footwear company” has appointed Phil Borthwick as Chief Marketing Officer and Jude Whyte as Creative Director, “both of whom bring a wealth of experience with backgrounds in fashion and e-commerce”.


Borthwick will join the business at the start of 2023 and 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”.

With a music industry and progressive marketing agencies background, he most recently worked with a variety of global consumer brands including Dr Martens, Vivobarefoot and the heritage portfolio within the Wolverine Worldwide collection of brands.

“Phil’s ability to adopt a creative, strategic and consumer-led brand approach will help FitFlop move to its next level of global brand development,” said his new employer.

Borthwick added: “[This is] a rare opportunity to join a leadership team tasked with delivering the outrageous growth potential of a truly iconic global brand.”

Meanwhile Whyte has just joined FitFlop as its new Creative Director to head the brand’s Creative Studio and help Borthwick to “drive the brand’s global expansion by leading creative direction and transforming the customer experience at all touchpoints from in-store, to digital”.

She joins from Made where she was Brand Creative Director, heading up its creative campaigns and social content strategy, as well as the e-commerce and in-store customer experience. Her experience within the retail and e-commerce sector includes Charlotte Tilbury and Anya Hindmarch, where she was Head of Creative, and Selfridges, where she worked on influential brand projects such as the LV collab with Yayoi Kusama.

Whyte said: “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; it's a brand with a true USP and so much positivity.”

CEO Gianni Georgiades added: “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.”

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