Asos Taps New Commercial VP During Strategic Restructuring

Asos appoints Ben Blake as its new executive vice president for customer service and commercial. The group decided earlier this year to merge the two areas into a single department with a cross-functional team to ensure, among other things, that its Topshop and Topman brands operate independently.

The aim is to “deliver an engaging and cohesive customer experience, both on and off the premises. Asos aims to drive “sustainable and profitable” growth, it said in a statement.

Blake joins Asos from World of Books, also a British company that sells second-hand books, where he held the position of commercial director. Previously, he was with Expedia Group, Hotels.com and Ovo Energy.

Asos puts Blake in charge of customer service and sales, and he will report directly to the group’s CEO

Asos CEO José Antonio Ramos said that Blake’s appointment is “key to strengthening the management team”. He highlighted his “experience, commercial mentality and customer focus”.

Ben Blake said that “Asos is one of the most iconic brands in online fashion” and is committed to “shaping the future” of the company. Blake will report directly to the CEO.

This is not the first signing of the season. In mid-June, Asos announced that it was revamping its chief financial officer in the form of Aaron Izzard, who took over from Dave Murray on July 1st.

Asos currently has 18 million active customers in more than 200 markets, according to its latest published figures. The group closed its first half of the current financial year with a halving of its red numbers, even though its sales continued to fall.