Management Committee

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

Prior to joining ASOS, José was Chief Executive Officer at Portuguese fashion company, Salsa Jeans between 2019 and 2021. Before that, he led on commercial strategy for high-profile brands including Esprit, Carrefour Spain and Inditex.

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.

Dave is a Chartered Accountant and has more than 20 years of experience across a range of finance roles in the retail and ecommerce industry.

Prior to joining ASOS, he was Chief Financial Officer of MatchesFashion and before that he was Finance SVP at Farfetch. Prior to Farfetch, Dave spent five years at Amazon, most recently as European finance director of Amazon Logistics.  Earlier in his career, he spent a decade in senior finance-based roles at Sainsbury’s.

Anthony joined ASOS in February 2024 and is responsible for driving the digital product strategy & product management across all verticals.

Before joining ASOS, Anthony was Chief Product Officer and early stage partner at Kavak, Latin America's leading tech unicorn. Prior to this, Anthony was Chief Product Officer at Linio, leading large scale e-commerce technologies.

Hugh joined ASOS in June 2024 and is responsible for driving the technology strategy, delivery, and operations globally, encompassing all customer online experiences, data platforms, supply chain, operational, and business systems.

Prior to ASOS, Hugh ran his own advisory firm where he has worked with companies including Doordash, Moonpig, and Ocado. He is also a co-founder of a charity, CS in Schools, and a board member of three Australian charities. Hugh was formerly a vice president in the US at Google and eBay and held a senior role at Microsoft. He has a PhD in Computer Science from RMIT University in Australia.

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.

Fiona, since 2014, has held positions at ASOS, including Womenswear Merchandising Director, Senior Global Commerce and Channels Director and her current role as Executive Vice President Commercial. In her current capacity, Fiona leads Global & Digital Trading, Planning, Pricing, Intake, Wholesale, and Markets at ASOS. She oversees commercial activities in all markets, aligning with ASOS’ strategic and commercial objectives, both short-term and long-term.

Before joining ASOS, Fiona spent 14 years at Arcadia, managing Merchandising and Branch Planning in various product areas. She also serves on the Board of Governors for the Fashion Retail Academy and Fashion Retail and Awards.

Elena joined ASOS in 2022 as ASOS Design Womenswear Director before becoming Senior Product Director in 2023. Elena is responsible for the entire Product division including own brands such as ASOS Design Womenswear, ASOS Design Menswear, Topshop, Topman, Venture Brands and third-party Brands, Face + Body and Sportswear.

Prior to joining ASOS, Elena built her career working at Inditex for Stradivarius, in a multitude of roles which saw her working in Barcelona and across Asia, setting up Sourcing Representative offices in Shanghai, Dhaka and Delhi and leading multi-disciplined teams of designers, buyers, merchandisers, planners and technicians.

Vanessa joined ASOS in 2007 and has held a number of roles relating to Design, Studios & Creative, developing a cohesive look and feel to the ASOS ranges, trends and collaborations. Having worked in fashion retail for over 20 years, Vanessa is responsible for the creative direction of the ASOS brand.

Prior to joining ASOS, Vanessa held design roles at Arcadia and Pepe Jeans. Vanessa sits on the Board of Governors for the Fashion Retail Academy and Creative UK and joined the Fashion Minority Alliance in 2020 as one of their resident experts in Fashion Retail.

Christoph joined ASOS in January 2023 and leads the Supply Chain, Logistics and Customer Care teams.

Christoph has over 15 years’ experience across fulfilment, supply chain and logistics and has 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.

Sean joined ASOS in 2017 and is recently responsible for our North America Operations. Previously Sean acted as a Senior Director supporting the CEO in day-to-day operations as well as running Insights, Analytics, Data Governance and several strategic projects.

Prior to this role, Sean has had various roles in ASOS across finance including, most recently, Director of Commercial Finance, as well as other senior roles across Finance including Financial Planning and Analysis and Financial Control. Before ASOS Sean spent several years as Group Financial Controller at CRUK and in Audit and Advisory at Deloitte.

Jag joined ASOS in 2012 and is currently Senior Director of Operations. In her role, Jag is responsible for streamlining strategic initiatives, overseeing programme management and communicating objectives to departments, ensuring we remain focused. Jag oversees the PMO, Transformation, Change, Business Technical L&D Academy and Procurement teams.

Prior to this, Jag has held a number of roles in the business, starting as a Head of Merchandising in Womenswear for both our own brands and our third-party brand partnerships, before moving into the Operations, Change and Transformation space in 2019. Prior to joining ASOS Jag was a Merchandiser for Topshop where she started her career.

Emma is General Counsel & Company Secretary, leading ASOS’ Legal, Company Secretarial, Data Protection and Compliance 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.

Michelle joined ASOS as Senior Director of Strategy & Corporate Development in April 2023 and is responsible for Strategy, Corporate Responsibility (FWI), Investor Relations and Communications.

Michelle joined ASOS from Berenberg Investment Bank, where she led Retail and Ecommerce Equity Research before moving into Investment Banking acting as board advisor to retail and consumer businesses and most recently leading Berenberg’s Corporate Finance team for Continental Europe. Previously she held audit and mergers & acquisitions roles at EY.

Rishi joined ASOS as Interim General Counsel and Company Secretary in May 2024, and leads ASOS’s Legal, Company Secretarial, Data Protection and Compliance Teams.

Rishi trained and qualified at Freshfields Bruckhaus Derringer and has held a number of senior roles in the retail and technology sectors including VP Legal and Secretariat at InterContinental Hotels Group plc, General Counsel and Company Secretary at Purplebricks Group plc and was most recently Group General Counsel and Company Secretary at Ted Baker plc.