Asos appoints new UK MD as part of organisational overhaul
Asos has appointed a new MD as part of organisational changes to align its structure with its growth strategy and customer-first approach.
Asos has appointed a new managing director as part of a series of organisational changes aimed at aligning its structure with its growth strategy and customer-first approach.
North America SVP Sean Trend has been appointed managing director for the UK & US at the online fashion giant, while senior vice president of operations Jag Weatherley will take on the role of managing director for Europe & rest of world.
Asos said these appointments are part of a broader effort to streamline decision-making processes and supports its growth ambitions across its global markets.
The changes follow “strong strategic progress” made to date, including reducing stock levels, improving product offerings, refinancing its debt, and enhancing operational efficiency.
The new structure is designed to support Asos in its continued focus on “always putting the customer at the centre of everything it does, accelerating decision-making, and adopting a culture of continuous innovation and improvement”.
The business is also consolidating its commercial and customer functions into one integrated team to improve the customer journey both on-site and off-site. The company is shifting to a geography-based structure to allow for more tailored strategies that better serve local markets.
Further organisational changes include combining Asos’ brand and creative functions into one team to help establish a unified creative vision for the brand. Vanessa Spence, previously EVP Creative, will now serve as EVP Brand & Creative in an expanded role.
The company is also strengthening its technology capabilities with the appointment of Przemek Czarnecki as EVP Technology. Czarnecki, who joins from Zalando, will focus on advancing Asos’ digital engineering and e-commerce operations.
Asos CEO José Antonio Ramos Calamonte said: “These changes represent an exciting new chapter for Asos. By reorganising and focusing on our strengths, we’re better equipped to seize opportunities and accelerate our growth.
“The talent and dedication of our teams are our greatest assets, and these updates are designed to harness those qualities more effectively so we can deliver the best products and most exciting experiences for our customers.”
These organisational changes will take effect from April 2025.
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