The retailer is combining its customer and commercial, and brand and creative teams, as part of its mission to drive growth.
Asos executive vice-president of customer, Dan Elton, is to depart the business in April as the retailer embarks on a wider restructure, Marketing Week understands.
The restructure is intended to “further align” the company’s structure with its “strategy and customer-focused approach to driving growth”. The changes will see the consolidation of commercial and customer into one team, “responsible for delivering an exciting customer journey on-site and off-site”.
Brand and creative strategy will also be consolidated into one team “to help create a singular creative vision for Asos that establishes the brand as a destination for style”. This team will be led by current executive vice-president of creative Vanessa Spence, in the newly created role of executive vice-president of brand and creative.
Asos confirmed to Marketing Week that members of Elton’s existing team will be split into commercial and customer, and brand and creative. Recruitment is underway for a new executive vice-president of commercial and customer. All changes will come into effect in April.
Asos keeps faith in ‘marketing transformation’ amid falling sales
An Asos spokesperson told Marketing Week the business hopes to achieve “simplification and acceleration of decision making” through the changes, emphasising “the voice of the customer” and introducing a “geography-based structure” to tailor brand and creative to each region.
The changes come as “phase two” of its ambition to become a more customer-focused business.
In November, Asos said it would continue with its “marketing transformation” project, despite a 16% fall in sales to £2.9bn last year.
Marketing investment was being “rebalanced toward brand marketing”, including an “always on” influencer marketing approach. In November, the retailer also announced plans for new loyalty programme Asos World, which CEO José Antonio Ramos Calamonte said would “supercharge” the marketing transformation.
At the time, Asos said investing in new products and inspiration, rather than delivery and returns propositions, and reducing levels of old stock was its priority.
