ASOS has appointed Ben Blake to the newly created role of executive vice president, customer and commercial, bringing together its customer and commercial operations under one leader.

The online fashion retailer said the combined team will be responsible for the end‑to‑end journey on and off site, aligning experiences that matter most to shoppers with commercial performance.

Blake will report to the company’s chief executive officer José Antonio Ramos and take charge of global commercial and trading, customer, ASOS Media Group and customer care. ASOS described the move as central to its strategy to drive sustainable and profitable growth.

Announcing the appointment, Ramos said: “Ben’s appointment is a key part of strengthening our leadership team and reflects our commitment to delivering inspirational shopping experiences to fashion-loving customers. His experience, commercial mindset and customer focus will be great assets as we continue to execute our strategy for sustainable, profitable growth.”

Blake said he was excited to join one of the most recognisable names in online fashion. “ASOS is one of the most iconic names in online fashion, and I’m thrilled to be joining at such an exciting point in its journey. I love building brands and customer experiences that truly connect, and I look forward to working with the team to shape what’s next.”

The retailer added in a LinkedIn post that the new structure “brings together global commercial and trading, customer, ASOS Media Group (AMG), and customer care, uniting the teams that shape the entire end-to-end journey,” calling it “an exciting step forward in how we connect our brand, our partners and our customers in one cohesive experience.”

Blake most recently served as chief commercial officer at World of Books Group, where he focused on accelerating digital performance and customer growth. He previously held senior roles at Expedia Group, including global chief marketing officer at Hotels.com, and served in commercial leadership at OVO Energy. The company said he brings a track record in scaling digital businesses and strengthening in‑house capabilities across performance marketing, brand strategy, product innovation, pricing, partnerships and trading.

ASOS, founded in 2000, said it now counts 18 million active customers across more than 200 markets. The business runs a portfolio of own brands alongside partner labels and supports multiple fulfilment models as it pursues faster assortment turns and more responsive merchandising.

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