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ASOS appoints former exec to newly-created senior customer role

Tom Shearsmith
07 March 2023

Helping drive progress in its Driving Change agenda, ASOS has appointed former Chief Customer Officer, Dan Elton, to the newly-created position of Senior Customer Director.

Elton is currently a Board Advisor at early stage retail tech startup Slip, having left in November 2022. Retail giant NEXT acquired the collapsed furniture retailer out of administration for just £3.4 million. ran into trading difficulties due to a combination of the global supply chain and cost-of-living crisis.

Prior to, Elton held the role of Senior Industry Head for Fashion and Sports at Google, and Brand and Digital Marketing Director at Sainsbury's Argos. He also previously served as Customer Insight and Analytics Director at supermarket Tesco.

Dan Elton, ASOS Senior Customer Director

Dan Elton, ASOS Senior Customer Director

The role replaces the Chief Customer Officer role at ASOS, with Elton reporting directly to ASOS CEO José Antonio Ramos Calamonte.

José Antonio Ramos Calamonte, ASOS Chief Executive Officer, commented: “I am delighted to welcome Dan Elton to ASOS. He brings deep experience and a long-track record of delivery in marketing and customer experience leadership roles within the retail and e-commerce sectors, including at Google, Sainsbury’s and Tesco. ASOS has a strong brand and a compelling customer offer. I’m looking forward to working with Dan to drive further improvements to the ASOS experience for our customers around the world."

ASOS recently confirmed that that its interim results will be published on 10 May 2023, along with further details regarding the progress made in its new Driving Change agenda.

The programme sees the business focus on new priorities, such as renewing its commercial model and improving inventory management. It will also see ASOS simplify and reduce its cost profile, ensuring a robust and flexible balance sheet.

Over the last four months, ASOS has taken action to turn around its disappointing financials. It has simplified the decision-making processes within the organisation, simultaneously building a new Leadership Team with greater depth in critical areas.

75% of the 12-person leadership team has now been filled through a combination of internal talent and key hires. The e-commerce giant will provide a full update in its interim results. ASOS most recently appointed Sean Glithero as Interim CFO following Katy Mecklenburgh's departure.

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