FARFETCH appoints new CMO from social media app TikTok

Global luxury fashion and beauty platform FARFETCH has appointed Nick Tran as its Chief Marketing Officer. Tran will oversee all global marketing functions for FARFETCH Marketplaces.

Tran will be based in London and will report to Chief Marketplace Officer, Edward Sabbagh. In his role he will utilise his distinct track record of creating highly popular cultural moments, helping the brand further grow its loyal consumer base and build on its communities.

A media, entertainment, and consumer engagement leader, Tran brings more than 20 years of award-winning experience building brands, developing high-performing teams and creating innovative marketing strategies. In addition to winning multiple Cannes Lions marketing awards, he was named a 2021 AdWeek "Brand Genius" and, in the same year, one of Forbes' "Most Influential CMOs".

Most recently, he has served as Global Head of Marketing at TikTok, where he oversaw the company's B2C marketing organisation, including global brand strategy, strategic partnerships, paid media, social media, and organic content.

José Neves, Founder, Chairman and CEO, 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.”

Nick Tran, Chief Marketing Officer, FARFETCH, commented: "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. I'm excited to join the FARFETCH rocketship and help take the brand to all-new heights.”

In February 2023, FARFETCH's Elliot Jordan confirmed he will will step down by the end of 2023, after more than eight years as Chief Financial Officer. The news comes as revenues at the luxury ecommerce platform slowed in the final quarter and it warned of “reduced demand” for its offerings and services.