ASOS creates chief customer officer role

By

Nigel TAYLOR

Published
Mar 8, 2023

As ASOS goes about moulding a new leadership team and finding a path back to profit, the online fashion giant has just intensified its commitment to customers and the service it gives them.

Dan Elton has been appointed to the newly-created position of Senior Customer Director, importantly reporting directly to ASOS CEO José Antonio Ramos Calamonte.

He joins with a strong pedigree that latterly includes Made.com as its chief customer officer, a post he left in November after the failed furniture retailer was snapped up by retail giant Next for £3.4 million earlier that month.

Prior to Made.com, Elton has been Senior Industry Head for Fashion and Sports at Google, Brand and Digital Marketing Director at Sainsbury's Argos, and Customer Insight and Analytics Director for supermarket giant Tesco.

Calamonte said: “He brings deep experience and a long-track record of delivery in marketing and customer experience leadership roles within the retail and e-commerce sectors. ASOS has a strong brand and a compelling customer offer. I’m looking forward to working with Dan to drive further improvements to the ASOS experience for our customers around the world.”

Elton’s appointment is part of the retailer’s wider ‘Driving Change’ agenda as it aims to simplify the decision-making process while building a new leadership team.

Some 75% of that 12-strong team is understood to have now been filled through a combination of internal talent and key hires.