Asos has named World of Books exec Ben Blake as its new executive vice president, customer & commercial.
Blake most recently served as chief commercial officer of World of Books Group from May 2022 to May 2025.
He previously worked as CCO of energy firm Ovo Group from November 2020 to December 2021. Prior to this, he held senior roles at tech company Expedia Group.
In his new role, which has been newly created to merge the fashion retailer’s customer and commercial arms into one team, Blake will be in charge of leading several key areas, such as global commercial and trading, customer, Asos media group and customer care.
He will report to CEO José Antonio Ramos.
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Posting on LinkedIn, the fashion brand said: “[We are] excited to welcome Ben Blake as our new EVP, customer & commercial. This newly created role brings together global commercial & trading, customer, Asos media group (AMG), and customer care, uniting the teams that shape the entire end-to-end journey.
“It’s an exciting step forward in how we connect our brand, our partners and our customers in one cohesive experience.”
In July, Asos named non-executive director and former Amazon Fashion CFO Natasja Laheij as its new chair, succeeding Jørgen Lindemann.
She was joined by board member William Barker, who took up the newly created role of deputy chair.
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