Asos has appointed Ben Blake, formerly chief commercial officer at World of Books Group, as its new Executive Vice President, Customer & Commercial.
Blake, who held the role at World of Books between May 2022 and May 2025, has also served as CCO of energy firm Ovo Group and previously held senior leadership positions at Expedia Group.
The newly created position merges the fashion retailer’s customer and commercial divisions into a single team. In his role, Blake will oversee global commercial and trading, customer operations, the Asos Media Group and customer care. He will report directly to chief executive José Antonio Ramos.
In a statement, Asos said the appointment marked “an exciting step forward” in aligning its customer and partner strategies. The company added that the creation of the role would “bring together global commercial and trading, customer, Asos Media Group, and customer care, uniting the teams that shape the entire end-to-end journey.”
The move follows a wider leadership reshuffle at Asos. In July, non-executive director and former Amazon Fashion CFO Natasja Laheij was appointed chair, replacing Jørgen Lindemann, while board member William Barker was named deputy chair in another newly created position.
