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Boux Avenue poaches former Ted Baker CCO for CMO role

Chloe Burney
20 March 2023

High street lingerie label Boux Avenue has appointed Ted Baker's former Chief Customer Officer as its new Chief Marketing Officer.

Jason Beckley joins the Boux Avenue, a company in Dragon Den's Theo Paphitis' portfolio, effective today. He brings a wealth of fashion experience with him, having worked for some of the world’s most famous fashion brands. He previously held key marketing roles at Ralph Lauren, Clarks, Alfred Dunhill and Alexander McQueen.

Most recently, Beckley worked at Ted Baker, where he was appointed Chief Customer, Marketing and Digital Officer in January 2022. In this role, he took responsibility for the strategy and execution across its marketing, customer and digital teams.

Theo Paphitis, Chairman of Boux Avenue, commented: "We are delighted to welcome Jason to Boux Avenue. He brings with him a depth of expertise that will guide the brand through the next phase of its evolution.

"His creativity and deep understanding of marketing and customer acquisition will ensure that Boux’s position in the marketplace, both in store and online, will go from strength to strength."

As CMO, Beckley will have responsibility for developing and delivering the brand growth strategy. According to the brand, his role will see him "continue to put customer experience at the heart" of Boux Avenue, driving brand advocacy and powering sales across both the store portfolio and via the e-commerce channel.

Jason Beckley said: "Personally, I am really inspired and motivated by what Theo and the team at Boux have built. It really is very unique in the retail sector to see such a definitively digital driven operating model, this will unlock the potential and give us the opportunity to go on and define the category. It's a great privilege to join the group on this exciting journey."

Read’s interview with Zoe Price-Smith, Boux Avenue's Chief Design and Product Officer.

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