ASOS appoints eCommerce expert as ‘Chief Growth Officer’
eCommerce fashion brand ASOS has appointed Robert Birge as its chief growth office.
The firm will welcome the new hire on 3rd December, who will report to the firm’s CEO Nick Beighton.
The new role is the first in a series of appointments planned by the executive team at ASOS, which is also looking to appoint executives to oversee product, HR and strategy.
Birge will be responsible for driving profitable growth and integrating the company’s marketing efforts with strategic planning, analytics and customer experience.
He will lead a marketing function of 170 people and a customer care operation of more than 1,200.
The 49-year-old will join the firm from previous positions as an executive and adviser in consumer Commerce, content and ad tech startups including US online health startup, Blink Health, and online travel startup, Lola.
He has also held the position of CMO in international businesses including travel site Kayak, and IMG, the global sports, fashion and media agency.
He holds a BA in History and Government from Dartmouth College and a MBA from the Kellogg School of Management at Northwestern University.
“Robert’s proven track record in delivering high impact marketing programmes for fast-growing e-commerce businesses means he is an ideal appointment for this new role,” said CEO Beighton.
“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.”
Birge added: “I am incredibly excited to be joining ASOS. Its world-class brand and recent infrastructure investments mean it is well placed to accelerate its global growth plans, and I can’t wait to join the team and play my part.”