Luke Raymond

Led global brand marketing for menswear across all Farfetch channels - paid, owned, and earned - driving brand positioning, acceleration and engagement through full-funnel campaigns, influencer activations, and trend/category-specific content. Directed cross-functional collaboration with Commercial, Creative, Editorial, Strategy, PR, Events, and Paid Media teams to ensure consistent 360° brand messaging Owned the annual go-to-market calendar and seasonal brand strategies, translating commercial and performance insights into high-impact, channel-specific content across web, mobile, CRM, social, and events. Worked closely with regional marketing teams (LATAM, NA, EMEA, APAC) to balance global consistency with local relevance, identifying strategic opportunities, tailoring campaigns accordingly and producing bespoke activations when necessary. Managed a $6M+ annual budget with senior leadership and Finance, ensuring efficient resource allocation. Partnered with global E-commerce Styling, Online Merchandising, and CRM teams to ensure seamless alignment of marketing storytelling with product assortment, enhancing conversion and retention. Collaborated with internal creative directors and external global agencies (media, production, photography, styling, casting) to commission and execute high-profile campaigns. Supervised end-to-end campaign execution, from pre-production to post-production, including shot count, shoot execution, fashion direction, and casting selection, ensuring alignment with strategic business goals. Defined seasonal product assortments across RTW, accessories, sneakers, footwear, watches, fine jewelry, and homeware, working with 100+ e-concession partners and 10+ group-owned brands. Led end-to-end collaboration on brand and media partnerships with luxury brands including Prada, Valentino, Brunello Cucinelli and Gucci to produce industry-leading content across organic and paid channels. Oversaw talent casting strategy, directing partnerships with 200+ influencers, celebrities, and creators to amplify brand presence. Represented Farfetch as an industry expert in media outlets such as GQ, Esquire, Vogue Business, and WSJ, alongside attending fashion weeks. Developed runway trend reports, strategy presentations, customer profiles, and campaign bibles to inform strategy and cross-departmental initiatives. Led positioning for new category launches, including Beauty, Livestream, and Pre-Order

Defined Farfetch’s menswear voice, fashion and editorial direction across digital and physical touchpoints, ensuring an elevated and cohesive brand message. Established key strategic partnerships with luxury brands and boutiques, curating compelling editorial content to enhance market presence and audience engagement. Launched the ‘Communities’ project, aligning with Farfetch’s rebrand and leveraging localized consumer insights to drive personalized, high-impact content. Elevated Farfetch’s menswear fashion authority by building a roster of contributors—writers, stylists, photographers, and content creators. Led and owned the segmentation strategy for menswear audiences, defining customer personas that informed marketing, merchandising, and creative decision-making across all channels.

Defined and led positioning and content direction across global brand marketing output - including BAU, partnerships, campaigns, PR, and magazine to elevate brand identity, enhance customer engagement, and drive sales. Developed and implemented brand marketing strategies tailored to target audience segments, integrating insights from consumer research and purchasing behavior, alongside trend and cultural analysis. Led cross-functional collaboration with Buying, Design, Merchandising, and Digital teams to translate retail buying strategies into compelling, customer-centric content and campaigns. Briefed Online Merchandising and oversaw Social and CRM teams to ensure seamless cross-channel consistency from retail calendars to digital storefronts. Launched and managed menswear content strategy for ASOS Magazine, reaching a monthly circulation of 450,000 and strengthening the brand’s editorial authority. Spearheaded the launch of the ASOS Man Instagram account, growing its following and engagement through curated content and influencer activations. Managed and mentored a team of 20+ to execute campaigns, brand partnerships, lookbooks and reactive social content, fostering a collaborative environment and driving excellence in campaign execution. Directed menswear styling and visual concepts, working with Creative and Production teams on creative ideation, casting, and commissioning.

Conducted in-depth research on emerging fashion and consumer trends, providing market analysis and strategic insights for leading fashion publications and brands. Authored forward-thinking reports that shaped marketing and product development strategies, offering expert guidance on industry shifts and customer behavior. Collaborated with renowned media and forecasting outlets including Stylus, Pop Magazine, Clash Magazine, and Modern Matter Magazine to produce high-quality editorial content.

Assisted in the execution of editorial and commercial shoots and fashion shows, working closely with industry-leading teams. Publications/stylists included: Arena Homme+, Pop Magazine, Vogue Italia, Vogue China, i-D, Love, Garage, Max Pearmain, Stevie Dance, Panos Yiapanis, and Vanessa Reid,