ASOS confirms permanent hire to lead loyalty and returns strategy

ASOS has confirmed the permanent appointment of Manoja Josyula as Director of Product Propositions, who has been serving in the role on an interim basis since joining the business in March. 

In the role, Josyula leads the retailer's core customer propositions, overseeing its Premier offering -  ASOS' paid delivery membership, loyalty and returns. She will report into Ben Blake, EVP Customer & Commercial.

Manoja Josyula, ASOS

Josyula brings over a decade of experience leading customer-focused growth strategies across digital and consumer businesses to the role.

Prior to joining ASOS, she was General Manager for Foreign Travel at Trainline, leading strategy and commercial performance across international markets.

Before that, she held senior leadership positions at personalised photo product companies Storio Group and Photobox, overseeing trading, category management, partnerships and market growth.

ASOS said the appointment reflects its "continued focus on strengthening the propositions that matter most to customers, while driving sustainable, profitable growth".

Blake added that since joining ASOS, Manoja has "already made a significant impact across some of our most important customer propositions".

"She brings a brilliant combination of strategic thinking, commercial expertise and customer obsession, and has quickly become a trusted leader across the business," he said.

"Premier, loyalty and returns play a critical role in how customers experience ASOS. Manoja has a clear vision for how we continue to evolve these propositions, and I'm delighted she has chosen to continue that journey with us on a permanent basis."

Josyula added: "There is a huge opportunity to strengthen how we engage and retain customers through Premier, loyalty and returns, and I'm looking forward to helping shape the next chapter of that journey."

Returns have been a large cost pressure for the retailer, and it has tightened controls in recent years, including the introduction of return fees for customers with high return rates in October 2024.

In January this year, it then introduced what it described as a "first-of-its-kind" returns transparency tool within its UK app, giving shoppers visibility over their individual return rate and clearer guidance on when fees apply.

Just one month later, the retailer unveiled a new hybrid virtual try-on experience, allowing shoppers to either upload their own image or select an AI-generated model that reflects their likeness.

It comes as ASOS, which has 17 million active customers across more than 100 markets, has been working through a broader turnaround under its CEO José Antonio Ramos Calamonte.

This has seen it significantly reduce its operating losses for the six months ending 1 March 2026, narrowing them by 52% to £100.9 million, despite a decline in overall revenue.

The online retailer said that operational efficiency improvements played a central role in the cost reduction. Supply chain costs declined due to warehouse optimisation and renegotiated logistics contracts, continuing a multi-year trend of efficiency gains.