ASOS restructures senior team as part of customer-focused approach to driving growth
ASOS has unveiled a series of promotions and new appointments as part of a broader organisational restructure to align with its strategy and customer-centric approach.
Key changes include Jag Weatherley’s promotion from SVP operations to managing director, Europe & Rest of the World, and Sean Trend, SVP North America becoming managing director, UK & US.
In a further move, ASOS has introduced a dedicated cross-functional team to help Topshop and Topman thrive as standalone brand. This will be led by Michelle Wilson, previously chief of staff and strategy, as managing director Topshop & Topman. Wilson will also manage ASOS’ global wholesale business, which includes partnerships with Nordstrom in the US, Reliance Retail in India, and Bestseller in Europe.
Meanwhile, the ASOS brand and creative strategy functions are being consolidated to help create a single creative vision for ASOS that establishes the brand as a destination for style. This will be led by EVP brand & creative Vanessa Spence in a newly expanded role.
ASOS is also consolidating its commercial and customer functions into a single team responsible for delivering a customer journey on-site and off-site.
With the changes coming into effect from April 2025, ASOS said they will streamline decision-making processes, empower teams, and strengthen its ability to quickly respond to market opportunities.
Never Miss a Retail Update!José Antonio Ramos Calamonte, chief executive of ASOS, 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 organisational updates are designed to harness those qualities more effectively than ever so we can deliver the best product and most exciting experiences for our customers.
“We will continue to innovate, collaborate, and lead with our passion and commitment as we relentlessly pursue our goal of becoming the world’s number one destination for fashion-loving twenty-somethings.”
