Nov 25, 2019
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Robert Birge joins Asos exec team

Nov 25, 2019

Asos is strengthening its operational capabilities with several senior hires, starting with the appointment of Robert Birge to the newly created role of chief growth officer.


The fashion retailer said on Monday that Birge’s extensive ecommerce experience will help him drive profitable growth and integrate all marketing efforts with strategic planning, analytics and customer experience. 

In his new role, he will lead a marketing team of 170 people and customer care operation of over 1,200.

Birge has worked many years in the ecommerce space. Most recently, he served as an executive and adviser for consumer and ad tech startups including US online health brand Blink Health and online travel startup Lola.

Prior to that he held chief marketing officer positions in international businesses including travel metasearch site, Kayak, and IMG, the global sports, fashion and media agency. 

Birge will join Asos on 3 December, in the first of a series of appointments that will ensure the business is well organised for its next phase of growth. These include three other executives to oversee Product, HR and Strategy.

Asos said these appointments will be announced in due course.

Nick Beighton, chief executive officer, said: “Robert's proven track record in delivering high impact marketing programmes for fast-growing e-commerce businesses means he is an ideal appointment for this new role. And, with more than half of our revenue coming from international markets, his global experience will help fuel our ability to take advantage of the growth opportunities ahead of us.”

The fashion site’s management team currently includes Nick Beighton, CEO;  Mat Dunn, CFO; Mark Holland, COO; and Cliff Cohen, chief information officer.

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