ASOS appoints McKinsey former partner as Chief Strategy Officer

ASOS 2020

ASOS has announced the appointment of former McKinsey partner Patrik Silén as Chief Strategy Officer, marking another key board appointment at the online fashion giant.

Silén will report directly to CEO Nick Beighton and is the third in a series of new hires designed to strengthen the senior management team as the business gears up for global growth.

He joins ASOS after an extensive career in management consultancy, largely at McKinsey & Company, where he was appointed partner in 2012. During his 16-year tenure there, Silén relaunched and built several new practice areas, including the consultancy’s EMEA Retail Operations unit, and focused on delivering insight, strategy and transformation programmes to a range of clients, including online pure-plays and omnichannel retailers.

In his role at ASOS, which he starts on 5 May, Silén will lead the further development and implementation of the company’s strategy “with a focus on driving increased performance”. 

Beighton said of the appointment: “I am very pleased to welcome Patrik to our expanding executive team. His market-leading experience across the retail sector both in the UK and internationally will be invaluable to us as we look to capitalise on the growth opportunities ahead of us.”

Silén added: “I’ve long harboured ambitions to apply what I’ve learned in strategic consultancy to a dedicated in-house role. The opportunity to make that move, and to a brand of ASOS’ stature and renown, was simply one I couldn’t resist.”

He joins fellow executive members on the ASOS board Mat Dunn, Chief Financial Officer; Mark Holland, Chief Operating Officer; Cliff Cohen, Chief Information Officer; Robert Birge, Chief Growth Officer; and Jo Butler, Chief People Officer, with the latter two members having joined the business in recent months. 

ASOS said it was still in the process of recruiting for the role of a Chief Commercial Officer to complete its board line-up.

Silén’s appointment was announced as the company revealed interim sales up 21% to almost £1.6bn in the six months to 29 February 2020. The company also announced a share placing to shore up its cash position during the COVID-19 crisis, although the company said it was confident it had sufficient liquidity to see it through.