Executive team

As CEO, José is responsible for driving the ASOS multi-year plan to scale and grow the business across all territories, supported by the Board and senior leadership team. He leads over 4,000 ASOSers.

José joined the company in 2021 as Chief Commercial Officer, where he was responsible for leading and driving ASOS' product and trading strategy globally.

Prior to joining ASOS, José was chief executive officer at Portuguese fashion company, Salsa Jeans for almost two years (2019-2021). Before that, he led on commercial strategy for high-profile brands including Esprit (2012-2018), Carrefour Spain (2007-2012) and Inditex (2004-2007) during his 23-year career.

José has extensive multichannel experience, having worked across both online and physical retail, with expertise in trading, merchandising, price, and promotion. He started his career at McKinsey & Company where he worked for seven years (1997-2004).

Cliff Cohen joined ASOS as Chief Information Officer in May 2015. Prior to ASOS, Cliff spent 8 years delivering major technology change for Marks and Spencer across their Stores, Buying, Infrastructure and On-line; his final role at M&S was interim CIO. Prior to this Clifford spent the first 12 years of his career delivery major technology transformation programmes with Accenture within their retail industry group. At ASOS, Cliff is responsible for driving the technology strategy, delivery and operations globally, encompassing all of our customer on-line experiences, data platforms, operational and internal business systems. He oversees all of the architecture, engineering, product management, data science and technology operations as well as cyber security & fraud; leading a team of more than 1,200 people across 5 office locations. While at Asos Cliff has overseen the rebuilding of our core customer experience platforms to a modern, agile and scalable micro-service platform as well as the transformation of our core operational and business systems from our original legacy platforms.

Emma is General Counsel & Company Secretary, leading ASOS’ Legal, Company Secretarial and Data Protection teams. As Company Secretary, Emma supports the ASOS Plc Board and Committees. 

Emma joined ASOS in 2021 as Group Legal Director. Previously she was the Associate General Counsel at the Fung Group and Global Brands Group PLC, and prior to that a senior lawyer at Tesco PLC. Emma spent five years at Slaughter and May, where she qualified as a UK solicitor in the Corporate team.

Katy joined ASOS in February 2021 as Director of Group Finance and has been interim Chief Financial Officer since October 2021. Previously, she was Group Financial Controller at Inchcape.

Prior to Inchcape, Katy was Head of Finance Consumables at Amazon UK and before that Finance Director of Home Affairs and Secure Field Services respectively at Serco. She joined Serco from Proctor and Gamble where she spent more than a decade in a series of senior finance roles.

Caroline joined ASOS as Interim Chief People Officer in May 2022 leading our People Experience function. Prior to ASOS, Caroline was Group Chief People Officer for Flutter Entertainment PLC. She was responsible for all areas of the People strategy across the Flutter Group, a FTSE 40 company, as well as organisational culture and creating HR synergies across the Flutter brands.

Caroline’s areas of expertise are building inclusive cultures, people development, leadership and change management.

Previously, Caroline led the People function at Moneysupermarket Group PLC, a FTSE 250 digital company, where she was responsible for HR, internal comms and workplace design as Chief People Officer. Then before joining Flutter in February 2020, Caroline spent two years at Channel 4 where she was Chief Human Resources Officer, responsible for leading the people and HR functions across the organisation.

Katja joined ASOS as interim Director of Corporate Affairs in February 2022. Previously, she was Chief Corporate Affairs and Marketing Officer at Capita, responsible for communications, public affairs, marketing and responsible business.

Prior to joining Capita, Katja was Group Head of External Affairs and Sustainability at HSBC, where she was responsible for external communications, public affairs and sustainability. Prior to HSBC, Katja was Deputy Director-General at the Confederation of British Industry (CBI) and led CBI’s policy development and advocacy work in the UK and internationally.

Katja is a Non-executive Director at the Office for Students, the regulator for higher education in England.

Dan joined ASOS in March 2023 and is responsible for customer experience and marketing across the business. Dan was most recently Chief Customer Officer at Made.com, where he was responsible for the end-to-end customer experience. He also brings diverse experience in fashion and sports at Google, as well as in senior marketing roles at both Sainsbury’s and Tesco.

Chris joined ASOS in January 2023 to lead the global logistics and supply chain function. He has over 15 years’ experience across fulfilment, supply chain, and logistics. Chris held senior leadership roles in several high-profile international online retailers, including serving as Vice President Logistics for fashion retailer Zalando in Berlin, Germany, and Vice President Global Fulfilment for Wayfair (home & living) in Boston, USA.