ASOS Appoints Ben Blake as EVP Customer & Commercial

London, 10 September 2025 - ASOS, the go-to destination for fashion-loving 20-somethings, today announces the appointment of Ben Blake as Executive Vice President, Customer & Commercial.

This newly created role brings together ASOS' customer and commercial functions into a single team, responsible for delivering an exciting and cohesive customer journey both on-site and off-site. The move supports ASOS' strategy to drive sustainable, profitable growth by ensuring the business is aligned behind the experiences that matter most to customers and commercial performance.

Ben is a highly commercial, customer-focused leader with a strong track record in scaling digital businesses, leading transformation, and delivering results across global teams. He brings extensive experience across digital and consumer brands, including performance marketing, brand strategy, product innovation, pricing, partnerships and trading.

Ben joins ASOS from World of Books, where he was Chief Commercial Officer. There, he led efforts to accelerate digital performance and customer growth, strengthening in-house capabilities and optimising digital platforms. Prior to that, Ben held senior global roles at Expedia Group, including Global CMO at Hotels.com, and served in commercial leadership at OVO Energy.

José Antonio Ramos, ASOS, CEO said: "Ben's appointment is a key part of strengthening our leadership team and reflects our commitment to delivering inspirational shopping experiences to fashion-loving customers. His experience, commercial mindset and customer focus will be great assets as we continue to execute our strategy for sustainable, profitable growth."

Ben Blake commented: "ASOS is one of the most iconic names in online fashion, and I'm thrilled to be joining at such an exciting point in its journey. I love building brands and customer experiences that truly connect, and I look forward to working with the team to shape what's next."

Ben will report directly to José Antonio Ramos and will lead Global Commercial & Trading, Customer, ASOS Media Group (AMG), and Customer Care.

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About ASOS

Founded in 2000, ASOS has 18m active customers in over 200 markets. We bring fashion lovers around the world the best and most relevant fashion through our unique own brands including ASOS DESIGN, ARRANGE, COLLUSION, Topshop, and Topman, styled with the most exciting products from local and global partner brands. With our expert in-house design team and agile and flexible commercial model, including ASOS Fulfilment Services, Partner Fulfils, and Test & React, we make the latest trends accessible to all and give customers the confidence to be whoever they want to be.