ASOS strengthens trading and customer strategy with new appointments

ASOS has announced two new appointments as it looks to strengthen its commercial strategy and customer experience, naming former Amazon executive Lizzie Jones as Global Head of Trading and model Rina Lipa as its first Style Dilemma Director.

Jones returns to ASOS two decades after beginning her career with the online fashion retailer, joining from Amazon where she spent almost 12 years in senior commercial roles across its fashion business.

In her new role, Jones will oversee ASOS’ global trading function, covering market trading, digital trading and onsite content and marketing, as the retailer continues to strengthen its ecommerce capabilities.

Reflecting on the move, Jones said: “It’s fantastic to be back at a company that continues to redefine fashion for customers around the world. A lot has changed since my first stint here 20 years ago, but one thing hasn’t - the infectious energy, ambition and pace that make ASOS such a special place to work.

“As I start this new chapter, I’ve also been reflecting on the last 12 years at Amazon. It’s been an incredible journey that taught me the value of customer obsession, input-focused leadership, moving with speed, and having the confidence to make bold decisions.”

Jones began her retail career at ASOS as a footwear buyer before moving to Tesco, where she helped launch the retailer’s online clothing business. She later held buying roles at Soletrader and Internacionale Retail before joining Amazon in 2014, where she held senior commercial positions spanning apparel and footwear.

Natasha Jeffers, Managing Director of Global Trading at ASOS, welcomed the appointment on LinkedIn, saying: “Your combination of fashion and commercial expertise, together with your wealth of experience building high-performing teams and optimising processes, will be a huge asset as we continue to evolve our Global Trading Function.”

Alongside the appointment, ASOS has also introduced a new customer-facing role, naming Rina Lipa as its first Style Dilemma Director.

The new position has been created to help shoppers navigate everyday fashion choices, with Lipa curating a new “What to wear to…?” destination across the ASOS app and website. The edit features 25 womenswear and 25 menswear looks designed around occasions including weddings, holidays, festivals and city breaks.

The launch follows ASOS research which found that 92% of UK online fashion shoppers aged 18-35 would like to see complete outfits styled for them, while 74% said everyday, trend-relevant fashion inspiration was most useful when deciding what to wear.

Rina Lipa said: “Style should feel exciting, not overwhelming. So many of us find ourselves asking the same question: what to wear to…? Whether it's a wedding, a holiday, a date night or a festival, this is about helping people find the answer - making getting dressed easier while still letting people express their own style.”

The appointments come as ASOS continues to invest in both its trading capabilities and customer experience, combining ecommerce expertise with creator-led initiatives designed to make fashion discovery more personalised.