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Asos appoints chief growth officer

Online fashion house Asos has appointed a chief growth officer – the first of several key executive roles it is looking to fill this year.

Robert Birge has taken on the newly-created position, and will be responsible for driving profitable growth and integrating the company's marketing efforts with strategic planning, analytics and customer experience. Asos said the new recruit will lead a marketing function of 170 people and a customer care operation of more than 1,200.

Birge has recently served as an executive and adviser for various consumer eCommerce, content and ad tech start-ups, including US online pharmacy, Blink Health, and online travel operator, Lola.

Previously, he was chief marketing officer at travel metasearch site, Kayak, and IMG, a global sports, fashion and media agency.

Asos said in October it was looking to strengthen its senior team by adding a chief growth officer, chief commercial officer, chief people officer and a chief strategy officer to sit alongside its CEO, CFO, CIO and COO as part of a reshaped boardroom.

The company is making the changes to its leadership following a turbulent year, which saw profit before tax plunge 68% mainly due to technological and warehouse upgrading issues which impacted product supply in Europe and the US.

Nick Beighton, CEO of Asos, said: "Robert's proven track record in delivering high impact marketing programmes for fast-growing eCommerce businesses means he is an ideal appointment for this new role.

“And, with more than half of our revenue coming from international markets, his global experience will help fuel our ability to take advantage of the growth opportunities ahead of us."

Birge called Asos a “world-class brand”, adding: “Recent infrastructure investments mean it is well placed to accelerate its global growth plans, and I can't wait to join the team and play my part."

Asos said it expected to announce the additional senior hires in due course.