Asos hires first ever chief growth officer

Asos trialing reusable mail bag for customers as it signs landmark plastics pledge
Customers may soon be using a mailing bag from Asos to avoid single use plastic packaging.
// Asos appoints Robert Birge as Chief Growth Officer
// The newly-created role is first in a series of hires as Asos aims to strengthen executive team
// He will join Asos on December 3 and will report to CEO Nick Beighton

Asos has appointed Robert Birge to the newly-created role of chief growth officer, marking the first in a series of appointments to strengthen the online retailer’s executive team.

Birge will join Asos on December 3 and will report to chief executive Nick Beighton.

Birge will be responsible for driving profitable growth and integrating the fashion retailer’s marketing efforts with strategic planning, analytics and customer experience.

He will also lead a marketing function of 170 people and a customer care operation of more than 1200.


Birge recently served as an executive and adviser for various consumer ecommerce, content and ad tech firms including US online health startup 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 sports, fashion and media agency IMG.

“Robert’s proven track record in delivering high impact marketing programmes for fast-growing ecommerce businesses means he is an ideal appointment for this new role,” Beighton said.

“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.”

Asos said it was currently recruiting for three other executives to oversee product, HR and strategy.

The online retail giant said these hires, to be announced in due course, will strengthen the operational capabilities of the senior management team and ensure the business is “well organised” for the next phase of its growth.

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  1. Given that Asos are currently taking 10-12 days to ship to clients, and are failing on their same day delivery, i would be surprised if they continue to flourish. In this environment service is everything and i’ve had 4/4 bad experiences


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