FitFlop has appointed Phil Borthwick as Chief Marketing Officer and Jude Whyte as Creative Director.
Borthwick, who will join the business at the start of 2023, is tasked with delivering FitFlop’s omnichannel strategy by expanding its current channel relationships and territories, as well as driving brand awareness across key international markets. Having starting out within the music industry and spending a decade in progressive marketing agencies, Borthwick has worked with a variety of global consumer brands, including Dr. Martens, Vivobarefoot and the heritage portfolio within the Wolverine Worldwide.
“I’m incredibly excited to be stepping into the role of CMO at FitFlop,“ states Borthwick. “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.”
Whyte, joined the company in early December and will head-up FitFlop’s Creative Studio. She’ll 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 FitFlop from MADE, where she was Brand Creative Director, heading their creative campaigns and social content strategy, as well as the ecommerce and in-store customer experience. Previous career stops include Charlotte Tilbury and Anya Hindmarch, where she was Head of Creative, as well as Selfridges, where she worked on influential brand projects such as the LV collab with Yayoi Kusama.
“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,” Whyte says. “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.”
These two appointments complete FitFlop’s executive leadership team with previous senior hires, including David Schuttenkopf appointed as Chief Commercial Officer, earlier in the year, as it strives to become the world’s biggest wellness footwear brand. “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,” says CEO Gianni Georgiades.
Phil Borthwick CMO and Jude Whyte Creative Director.