The books retailer has been without a head of marketing since the departure of Meg Seymour late last year. Seymour teamed up with New Covent Garden Soup Company founder Andrew Palmer to launch a retail project. Fetton's responsibilities include in-store promotions.
Fetton's appointment follows the acquisition of the 70 Borders stores in September last year by Channel 4 chairman Luke Johnson. The store was put up for sale by its US parent at the start of 2007, amid tough conditions on the high street.
The Borders site is due to launch in Spring 2008; previously, Amazon ran the transactional site.
The store is also reviewing the future of its mobile voucher scheme, which was launched last year. The email campaign allowed customers to receive coupons by SMS, which could be redeemed for a discount at the point of sale.
There were high redemption rates in the initial burst and there has been a high number of requests for vouchers since. But the chain says rates fell over the Christmas period.
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