Marc Jacobs Names John Wattiker New Chief Marketing Officer
2026 is shaping up to be a transformative year for Marc Jacobs. Earlier this month, the brand announced that after nearly three decades under LVMH ownership, it has transferred to the joint ownership of WHP Global and G-III Apparel Group.
Now its leadership is receiving a shakeup – effective from 28 September, John Wattiker will be stepping into the role of Chief Marketing Officer for Marc Jacobs.
He succeeds Kristin Patrick, who had served as Marc Jacobs’ CMO and Head of Digital Business since May 2024.
John will be responsible for leading the brand’s global strategy, overseeing efforts to strengthen brand positioning, deepen consumer engagement and further expand Marc Jacobs’ reach and relevance worldwide.
An established leader
John brings a commendable amount of experience to his new role spanning from fashion to media to finance. Having spent over 13 years at Hearst, a media company based in the United States, he held various leadership roles like International Fashion Advertising Manager and Executive Sales Director, Fashion.
John held his most recent position as Vice President, Fashion & Luxury for three and a half years and led Hearst’s digital-first strategy and multi-channel marketing campaigns across well-established publications like Elle and Esquire
Prior to exploring the world of fashion, John navigated the finance world for nearly a decade – this included four years at JP Morgan as an Analyst and Associate, Private Banker.
Commenting on his appointment at the luxury fashion brand, John states: “Very proud to join this iconic house as the team and I lean into what’s made Marc Jacobs special and singular for so long while we build for a very successful future.”
Very proud to join this iconic house as the team and I lean into what’s made Marc Jacobs special and singular for so long."
The future of Marc Jacobs
Marc Jacobs, who founded the company in 1984 with Robert Duffy, is currently Creative Director and the face of the brand.
Marc has hinted at plans to change the brand’s direction following the relaunch of Marc Jacobs Beauty earlier this year in May, reopening an entirely fresh market segment.
The brand’s recent ownership sale also reflects a broader reevaluation in the luxury markets, as LVMH navigates demand slowing and reevaluating its portfolio of fashion houses.
- John Wattiker became Marc Jacobs' Chief Marketing Officer on 28 September, succeeding Kristin Patrick, who held the role since May 2024.
- The brand has moved from LVMH to joint ownership by WHP Global and G-III Apparel Group, aiming to preserve its identity while supporting global growth.
- John spent over 13 years at Hearst, most recently as Vice President, Fashion & Luxury, and earlier worked in finance for nearly a decade, including four years at JP Morgan.
- He will lead the brand's global strategy, focusing on positioning, consumer engagement and worldwide reach.
- Marc Jacobs has hinted at a change in brand direction following the May relaunch of Marc Jacobs Beauty, as LVMH re-evaluates its fashion portfolio amid slowing demand.
The new partnership with WHP and G-III aims to preserve Marc Jacobs’ unique identity whilst supporting its continued growth worldwide.
Working closely with the agencies, John will be a key player in ensuring the luxury brand’s redirection shows positive results and sustainable growth.
Who are Marc Jacobs' key partners?
- Disney – Disney's Mickey Mouse and friends hit the court in a tennis-inspired collection for spring and summer 2026. It's Marc Jacobs' third Disney collaboration, for kids ages 2 to 12, featuring vibrant prints and illustrations across sweatshirts, sneakers, caps and bags.
- Converse – One of eight partners in Marc Jacobs' fall 2025 Joy season, this sneaker maker interpreted the campaign through its own iconic products. The collaboration sits alongside SHUT, Crayola, Moleskine, maxbone, Gibson, Barbie and Brompton in a limited-edition lineup celebrating joy.
- Sephora – The exclusive retail partner for Marc Jacobs Beauty's 2026 relaunch, Sephora carries the new Coty-licensed line, which returned after shuttering in 2021. Launching May 28, it includes the Drawn This Way Eyeliner, Heart On Lipstick and Money Shot Highlighter Gel.
