Management Committee

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).

Sean joined ASOS in February 2022 and is the Interim Chief Financial Officer.  Sean started his career in audit then corporate finance at Ernst & Young before industry roles in telecoms and building materials.  Sean spent 11 years at Auto Trader Group plc helping to transition the business from print to online as well as helping IPO the business in 2015 as CFO.  

After Auto Trader Sean was CFO at peer-to-peer lender Funding Circle Holdings plc, leading their IPO in 2018 and more recently was CFO in the private equity backed luxury fashion retailer, Matchesfashion. 

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.

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.

As Senior Creative Director Vanessa oversees all creative aspects of the brand across multiple channels including product, studios, and content.

Vanessa joined ASOS in 2007 as a Senior Designer, moving to Womenswear Design Director and then Design Director of both Womenswear and Menswear in 2018, developing a cohesive look and feel to the ASOS ranges, trends, and collaborations.

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.

Fiona has been working in fashion retail for over 20 years. She spent 14 years at Arcadia before moving to ASOS in 2014 to be the Womenswear Merchandising Director. Fiona’s current role is Senior Global Commerce & Channels Director, a high impact commercially focused trading role, working closely with Marketing, Finance, Tech, Insights, Product, Creative, Commercial Retail and Supply Chain teams.

As a key member of the ASOS Leadership team, Fi manages the strategic movements of territory planning, pricing, intake, and country trading (UK and Global), as well as the Digital Commerce function and Wholesale. Fi drives and develops the future global planning and trade across all territories and drives the improvement of the end-to-end customer.

Sean joined ASOS in 2017 and is currently Senior Director of Operations and Technical Advisor to CEO. Sean is responsible for Insights, Analytics, Data Governance, several strategic projects and supporting the CEO in day-to-day operations.

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

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.

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

Michelle joins us 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 M&A roles at EY (formerly Ernst & Young).

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.

Jag is our Corporate Transformation Director, leading ASOS’ Transformation, Change, Procurement and Business Academy teams.

Jag joined ASOS in 2012 as 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.

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.