ASOS creates new EVP Customer & Commercial role to drive growth
ASOS has appointed Ben Blake as its new Executive Vice President, Customer & Commercial. This is a newly created role that consolidates the retailer’s customer and commercial functions into one team.
The move is designed to sharpen ASOS’s focus on delivering a seamless and engaging customer journey while aligning commercial performance with its strategy for sustainable, profitable growth.
Blake joins from World of Books, where he served as Chief Commercial Officer and led efforts to accelerate digital performance, expand customer growth and optimise digital platforms. Prior to that, he spent several years at Expedia Group, including as Global CMO at Hotels.com, and also held senior commercial roles at OVO Energy.
José Antonio Ramos, CEO at ASOS, said: "Ben’s appointment is a key part of strengthening our leadership team and reflects our commitment to delivering inspirational shopping experiences to fashion-loving customers.
"His experience, commercial mindset and customer focus will be great assets as we continue to execute our strategy for sustainable, profitable growth."
In his new role, Blake will oversee Global Commercial & Trading, Customer, ASOS Media Group (AMG), and Customer Care, reporting directly to Ramos.
Blake added: "ASOS is one of the most iconic names in online fashion, and I’m thrilled to be joining at such an exciting point in its journey. I love building brands and customer experiences that truly connect, and I look forward to working with the team to shape what’s next."
The announcement comes amid a wider shake-up of ASOS’s leadership. In July, the company confirmed that Natasja Laheij will take over as Chair following the publication of its FY25 year-end results, succeeding Jørgen Lindemann.
Laheij, who has served on the board since 2023 as an Independent Non-Executive Director, currently chairs the Audit Committee and is Senior Independent Director. She brings three decades of international experience, including senior roles at Amazon Fashion Europe and Google EMEA.
In addition, William Barker, Founder and CEO of US investment firm Camelot Capital Partners and a major ASOS shareholder, was appointed Deputy Chair.
