ASOS has appointed Manoja Josyula as director of propositions on a permanent basis.
Josyula joined the business in March on an interim basis and will now continue in the role permanently.
She succeeds Macy Hong, ASOS’ former head of loyalty and customer engagement, who left the company in February.
Josyula will report to Ben Blake, ASOS’ executive vice president of customer and commercial.
Her remit includes some of the retailer’s key customer-facing propositions, including Premier, loyalty and returns, as ASOS works to rebuild customer engagement and support its wider turnaround.
Josyula previously served as general manager at Trainline, where she oversaw strategy and commercial performance.
Before that, she was commercial director at Storio Group, leading Photobox and Albelli across the UK, Ireland, Australia and New Zealand.
Blake said Josyula had already made a “significant impact” since joining ASOS, adding that Premier, loyalty and returns played a “critical role” in how customers experience the brand.
Josyula said there was a “huge opportunity” to strengthen how ASOS engages and retains customers through its core propositions.
The appointment comes as ASOS continues to reshape its leadership team and customer strategy.
In March, the retailer named former Amazon executive Natasha Jeffers as managing director of global trading, a newly created role covering regional trading, pricing, promotions and storefront optimisation across the UK, US, EU and rest of world.
ASOS is also understood to be exploring a move into permanent physical retail, with reports last month suggesting it was looking for a 4,000 sq ft to 8,000 sq ft London site in high-footfall locations such as Oxford Street, Regent Street, Long Acre and King’s Road.
The leadership changes come as the online fashion retailer continues its turnaround under chief executive José Antonio Ramos Calamonte.
ASOS reported a 51 per cent rise in adjusted EBITDA in the 26 weeks to March 1, while gross merchandise value fell nine per cent to £1.17bn.
The company said its performance had improved sequentially and that it had seen strengthening trends across several priority areas of the business.
Reuters reported in April that ASOS had seen new customer acquisition return to growth in March for the first time since 2021, in a potential sign of progress as the retailer works to restore momentum.
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